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Introduction to Packaging
Prepared by: Soha AtallahUNIDO International Expert on Packaging LibanPack Director
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What is packaging?
3
Packaging Use by Sector
4
Packaging Materials
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Levels of Packaging
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Packaging
Functional Role
Marketing Role
Legal
Sustainable
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Functional
• Protection from external factors, Containment, Display.
• Prolongs shelf life
• Quality preservation &Food safety
• Convenience – User Friendly
• Facilitate Transportation & storage & Handling
Legal
•Packaging & labeling law
Sustainable Packaging
Packaging Functions
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Functional Role of
Packaging
Containment
Protection of the product
Handling Storage
Transportation
Food Safety
Quality Preservation
Shelf Life
Consumer Convenience
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•No leakage
•No loss of product
•No product/pack damage
•Containment failure can
become a major issue
Containment
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Protection Against Physical Damage
1111
• Humidity
• Temperature
• Pressure
• Pest, dirt, dust
Climatic/Environmental hazards
Ergonomic Shape & Consumer Convenience
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Labeling: Source of Information to Consumers
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RECALL DUE TO LABELING ERROR
Cadbury announced they would be recalling a range of products due to a labelling error. The products were produced in a factory handling nuts, potential allergens, but this was not made clear on the packaging. As a precaution, all items were recalled.
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SUED FOR FALSE HEALTH
CLAIMS
Gerber was Sued by U.S. Over Health
Claims in Baby Formula Ads.
They advertised that its Good Start Gentle
formula would reduce the risk of a baby
developing allergies despite having no proof for the claim.
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Most packaging waste ends up in nature!
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Packaging and Food Safety
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2020
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Food Contact Materials
To be considered when packaging:
- Food Ingredients (fat, proteines ...)
- Physical status (solid, liquid..)
- Water Presence and risks?
- Other characteristics (respiration, UV sensitibility, oxygene...)
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Food Contact Legislation
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Types Contamination of FCM
•Physical
•Chemical
•Biological
•Allergen
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Beer
Olive oil
Juice
Milk
Water
Beverages
Sensible a
Oxygene
&
Light
Alteration Loss of OrganalepticValue &
Freshness
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RECALL DUE TO A STRANGE SMELL & TASTE!
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Smart Packaging
1) Self Cooling Beer.
2) Self Heating Cans or Soup:
3) Colour Change indicator
4) Easy to Open and to close
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Slef Boiling Packaging
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Packaging as Marketing Tool
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Packaging as a
Marketing Tool
Catching Consumer Attention
Communication
Differentiation Product Identity
Brand Recognition
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The primary function of food packaging is to protect your product
The primary function of food packaging design
is to attract
Your package is Your BRAND AMBASSADOR it should sell itself
The average consumer spends just
2.6 seconds making a decision
whether to pick up a product or not.
Packaging affect by 75% the decision ofthe Consumer
PACKAGING HAS TO SELL
YOUR PRODUCT NOT JUST
PROTECT IT
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PACKAGING APPEALS TO THE RIGHT SIDE OF THE BRAIN
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PACKAGING JUSTIFIESHIGHER PRICE!
400g= 2.5 USD 100g= 4.8 USD
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WHY is PACKAGING important for Marketing?
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Packaging Makes the Difference
• “Design is the difference. In a world loaded with stuff that looks like all theother stuff and performs like all the other stuff, it is the way to stand out.”
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Packaging Makes the Difference
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Brand Identity & Recognition
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• Local
• Export Market
• Arab Countries
• Europe
• USA
• Latin America
• Nostalgia markets
• Novelty markets
• Specialty markets
WHAT IS YOUR MARKET DESTINATION ?
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Target Market?
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TechnologyArtisan (Hand
Made)
Unique (Exoticflavors)
High quality (Parmiggiano
reggiano)
Very rare (caviar)
Ethnic (Pomegranate
molases)
What do you want to communicate?
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PACKAGING JAM EXAMPLE
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Message delivered: 100% Natural
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WHICH MARKET SEGMENT ?
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Appeal to Children Segment
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Appeal to Men Appeal to Women
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BeforeAfter
Life Style Changes :
Packaging Makeover
Packaging has to be Trendy
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Typography
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Coca Cola Packaging Limited Editions
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Breast Cancer Campaign
Sustainable Packaging Labels from Kraft Paper
Thank you for your Attention
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