What is the Most Important in Packaging?

At its core, product packaging protects the goods inside during the distribution process. However, it also contributes to efficient distribution, helps store goods easily and conveys critical handling information – all while promoting your business.

Good product packaging design should awaken emotions in consumers, making it unforgettable. This will help your brand stand out from competitors, creating a one-of-a-kind unboxing experience.

Durability

Packaging is the primary line of defence between a product and its environment. It protects it during transport from the manufacturer to the retailer, and it safeguards the product against damage while it sits on a store shelf. In addition, it can make the product look attractive, facilitate efficient distribution and even convey crucial handling information.

Durability is a major consideration when choosing a packaging material. It must be sturdy enough to endure the length of a distribution route and the volume of handling it will be subjected to along the way. It also must be able to withstand variations in climatic conditions. In order to achieve this, different packaging materials are used for different products. For example, liquids require plastic containers while electrical appliances are best packaged in tin sheet boxes. Reinforcement tapes can be added to the surface of corrugated board to increase its durability.

Other factors to consider when choosing a packaging material include its environmental impact and sustainability. For example, using paper or cardboard is not ideal for the environment as it is made from cellulose fibres that are easily damaged by moisture and liquid. Additionally, it requires a lot of energy to produce. In contrast, plastic-based materials are a popular option for their strong barrier properties, ease of sterilization, lightweight quality and clarity.

Functionality

One of the most important functions of packaging is to safeguard whatever is inside. This is especially true in the case of food products, where packaging protects them through the retail supply chain and into the hands of consumers. This kind of protection helps to reduce spoilage and ensures that customers are satisfied with their purchases once they get them home.

Another function of packaging is to promote the product inside it. This can be done through labelling and other visual elements, or by including information about ingredients and nutritional values on the package itself. Often, this information is designed to help consumers make informed buying decisions and can also lead to higher sales.

The last of the five Ps of marketing is promotion. This encompasses all the different strategies that are used to raise awareness of a product and sell it to consumers. Traditionally, this has included advertising and other traditional forms of marketing, but many businesses are now embracing newer and more cost-effective methods of promotion.

In addition to these primary functions, some packaging is also used for secondary and tertiary packaging purposes. This type of packaging is typically used to hold multiple units and may be a more cost-effective option than shipping each unit individually. It can also be helpful in organising larger orders and making them easier to transport and distribute.

Visual Appeal

Aesthetics is another important aspect to consider when designing product packaging. Consumers can be very sensitive to the way products look, and even if a product is great in quality, a poorly designed package can put consumers off from buying it. This is why it’s critical to do your research when deciding on a design for your packaging. Look at what other brands are doing to get an idea of what is normal, and then do your best to create a package that will stand out from the rest.

When choosing colors for your packaging, try to find ones that inspire the kind of associations you want your products to have. For example, soothing blues and lavenders are ideal for skincare products, while woodsy greens might work well for camping gear. You can also use illustrative print styles on your packaging to add more visual interest. These types of designs tend to appeal to a younger audience, and can be seen on a number of products like candy, snacks, toys, and craft beer.

Researchers are still figuring out the exact connotative meanings associated with individual abstract visual design cues. However, it is known that the orientation of these design features matters, for example triangles pointing upwards are more appealing than those that point downwards (Zhao et al., 2020). It is also worth noting that anthropomorphism in product/packaging design has been shown to increase consumer preference (Raaille, 2007).

Sustainability

As people become increasingly aware of the impact that waste has on the environment, many brands are turning to sustainable packaging as a way to appeal to environmentally-conscious customers. In addition to reducing the amount of greenhouse gasses that are produced, this type of packaging can also save companies money on energy costs. It is important to note that sustainability in packaging encompasses more than just the materials used to make a package, it also includes the manufacturing process. Companies that focus on sustainability in their factories can use renewable resources for energy or even recycle shredded paper as raw material.

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In terms of protection and preservation, the primary function of a package is to protect its contents from physical, chemical or microbial damage while in transit to their destination. The packaging must also be able to withstand inclement weather, forklift transport or storage.

Non-sustainable petrochemical materials, such as the plastic used in Styrofoam, require massive amounts of energy during production and distribution. Additionally, the workers involved in creating this type of packaging are at risk for eye and skin irritation, respiratory problems, fatigue, depression and headaches. Sustainable food packaging, on the other hand, uses low-impact production processes and recyclable materials to conserve natural resources. This is in addition to avoiding potentially toxic chemicals, such as antimony, which can cause skin and kidney irritation.