Packaging as a Communicator
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Three-fourths of all consumer packaged goods purchase decisions are made at
the retail shelf. Packaging is a principal component of the "moment of
truth"-those brief critical seconds between when the consumer first
spots the package and when he or she selects the product. The success
depends on how efficiently your packaging can communicate with the
consumers. Implementation of packaging-driven brand strategy entails the
accurate and precise synchronization of the touch points where and when the
consumer encounters the brand.
The primary functions of packaging are to protect the product inside, to
make it possible to distribute the product and to inform stakeholders in the
entire packaging chain about the product that is inside. Additionally,
packaging should make our lives more safe (e.g. unbreakable), pleasant (e.g.
user friendly) and healthier (e.g. Bio-based raw materials). Consequently,
an important function of packaging is that is fit for use.
Packaging can be divided in a number of distinct levels
- The primary packaging, which is in direct contact with the
- The secondary packaging, which is in fact the packaging for
the primary packaging
- The transit packaging, normally the transportation packaging
Newly developed, or redesigned packaging materials are used through
the entire packaging chain, from raw material, packaging supplier etc. to
final disposal or recycling of the packaging. These materials may not cause
quality concessions of the packaging, the product or the product/packaging
combination. The main activities of the product designer and the packaging
designer are to develop specifications that guarantee optimal quality of the
product and the packaging. This implies that all agreed demands are
fulfilled through the entire product/packaging chain. Quality assurance of
the product and packaging is a separate topic in the specification, stating
quality agreements between, for example, stakeholders in the packaging chain
like packaging suppliers and packaging converters.
In many companies, it was, and still is, habitual to define packaging
materials in terms of technical specifications. Documents are used in which
for example a bottle is conscientiously described with figures, numbers,
mechanical and chemical properties and drawings. A more elaborate goal in
packaging development is the aim to develop functional specifications for
packaging materials. These specifications describe the functionality of the
packaging materials throughout the entire packaging chain, involving all
stakeholders. This approach guarantees that all the available knowledge in
the demand and supply chain is deployed to get the most applicable
Your product's packaging performs a wide range of important functions--from
protecting the contents to communicating important legal information.
Finding the perfect design for your product and budget can be a challenge,
but today there are more options than ever before.