The objectives of the charity are to educate the public on design and in particular to the subjects of advertising and packaging and their history by establishing and maintaining a museum to be open to the public for displaying exhibitions.

The purposes of the charity are:

• To advance education in the subject areas relevant to the Museum
• To increase access to learning experiences for wider audiences
• To maintain and preserve the heritage represented by this Museum

The current main objectives of the charity are to:

• Advance the enjoyment and understanding of commercial art, design, and social and consumer history to as wide an audience as possible
• Offer high quality learning experiences to a range of existing and new audiences
• Increase opportunities to access the collection through raised awareness
• Enhance the breadth of understanding of the Museum through integration with creative industries
• Develop community ties through learning and volunteering programmes
• Preserve objects and specialist knowledge for future generations to experience