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All products made of any materials of any nature to be used for the containment, protection, handling, delivery and presentation of goods. From raw materials to processed goods, from the producer to the user or the consumer.
Containment
Protection
Information & Communication
Brand Identificatio
n
Promotion
Main purpose of the package is to contain the product and keep the pieces together
Makes it easier to ship, store and display
Protects products from breakage, dirt, air, germs, hazardous substances, infestations, etc
Secondary packaging often used: bubble wrap, foam, plastic, Styrofoam chips, safety seals, childproof caps and tamper proof packages
Tells the consumers what the product is and how to use it;
Includes:› Manufacturer’s Name and Address› Quantity› Use-by dates› Directions› Storage and Disposal› Emergency Information or Warnings
Packaging is the silent salesperson – often used by consumers to make selections
Some products are even proprietary design: protected by a patent and can only be used by the manufacturer (ie: Coca Cola bottles)
Creates a product identity – image, target market, etc
Package can often be the reason why the consumer buys the product
Some packages can be useful! The more creative the better – drinking glasses, storage jars, jewellery, souvenirs or collectibles
Innovative Useful for on-the-go lifestyles Easy to use Environmentally Friendly/Earthy
Refer to Notes The Consumer Packaging and Labelling
ActivityChoose two product packages from
internet and talk about the 5 functions of packaging:
1. Protection2. Promotion3. Brand Identification4. Containmen5. Information and Communication
Red: danger, speed, heat, assertion, excitement, hunger, energy
Yellow: warmth, happiness, welcoming, optimism
Green: Freshness, environment, natural, cleanliness
Blue: Coolness, tranquility, calmness, stability, reservation
Purple: Royalty, mysterious, status, elite Orange: friendly, youthful, social,
accessible, affordable, playful Silver: expensive, high quality White: purity, simplicity, cleanliness