There are four main purposes of punishment. One is to reduce the risk that the criminal will repeat the criminal behaviour. The second is to deter others from engaging in criminal behaviour. The third is to satisfy the public’s desire for justice and fairness. The fourth is to give the criminal the opportunity to improve themselves. Punishment must be effective on all counts. It is important to tailor the punishment to the individual for maximum effect. For one person, social shame and loss of reputation may be devastating punishment. Another may relish the status as a wrongdoer. One person may benefit from a long period of contemplation in prison. Another may respond best to an immediate physical or financial punishment.