Packaging refers to the process of designing and creating a container or wrapper for a product.
- It involves the technology and art of enclosing or protecting products for distribution, storage, sale, and use.
- It serves functional, marketing, and communication purposes—ensuring the product reaches the customer safely and makes a positive impression.
Functions of Packaging:
1.) Protection:
- Packaging safeguards the product from physical damage, contamination, moisture, or spoilage during handling, transport, and storage.
- Example: Airtight packaging for snacks protects against air and pests.
2.) Convenience:
- Good packaging makes the product easy to use, carry, store, and transport.
- Example: Re-sealable pouches or pump bottles for easy application.
3.) Promotion:
- Packaging acts as a silent salesman, using colors, designs, and labels to attract buyers and communicate brand identity.
- Example: Eye-catching packaging in retail stores can influence buying decisions.
4.) Information:
- It communicates product details such as ingredients, usage instructions, manufacturing and expiry dates, safety warnings, and branding.
- Example: Medicine packaging includes dosage information and health warnings.
Levels of Packaging:
1.) Primary Packaging:
- This is the innermost packaging that comes into direct contact with the product.
- Example: A bottle of shampoo or a can of soda.
2.) Secondary Packaging:
- This layer holds the primary package, often used for branding and protection.
- Example: A cardboard box that holds a perfume bottle or toothpaste tube.
3.) Tertiary Packaging:
- This is the bulk packaging used during shipping and logistics to transport multiple units.
- Example: A carton carrying several boxes of shampoo to a retailer.
Essentials of Good Packaging:
1.) Attractive Design:
- Visually appealing to catch attention and create a positive brand impression.
2.) Durability:
- Must be strong enough to protect the product through the supply chain and during storage.
3.) Cost-effective:
- Should not add excessive cost to the product while still serving its purpose.
4.) Easy to Handle and Dispose:
- User-friendly for opening, resealing, and disposing, and ideally environmentally friendly.
