What is the function of the packaging?

Packaging plays a vital role in your business. By capturing the attention of potential customers, it gives you an edge over the competition. And, as consumers ourselves, we’re exposed to all types of packaging on a daily basis. So, what are the main functions of packaging? And what should your business be focusing on when planning, designing and distributing products to your customers? Here, we’ll bring you a 4-point checklist with the key pointers to consider.

Packaging that helps to protect a product

During storage, shipment or even display, packaging is there for protection. It needs to minimise the risk of breakages, offering padding during transit. Equally, the right packaging solution will offer a layer of protection from dirt, dampness and other potentially damaging factors. Some products are sensitive to light and temperature. Therefore, the right packaging needs to maintain optional environments and deliver the product to a consumer in perfect condition.

Packaging that offers a level of convenience

The packaging you design should be convenient for the consumer. For example, if they’ve ordered a selection of skincare products, the packaging sent should allow these to be stored or transported together. Other products need to be stored in a certain way, including bottled liquids. Packaging should offer a safe, reliable and tested way in which to do this in order to build strong brand loyalty with your customers.

Create packaging that helps identify a product

Perhaps your product portfolio is expansive or maybe you have one, focus hero product. Either way, your packaging should be used to quickly and easily identify what is inside. The shape of the box, the colour and even the padding inside tell a story about the product a customer has chosen to purchase. This could be through the streamlined use of marketing collateral or simply by ensuring consistency in every piece of customer-facing collateral your business produces. However, they may be times when you don’t want the packing to identify the products inside. Alcohol, jewellery and other high value or desirable products are sometimes a very tempting target for opportunist thief and therefore, plain unbranded packaging could be the answer to making sure your parcels arrive safely and securely. Our team of experts are on hand to discuss your requirements today.

Packaging should promote your product

Finally but by no means least, the packaging you choose should promote the product inside. Packaging is one of the first opportunities to engage with customers and encourage them to choose your business over the competition. It should sit inline with other marketing collateral and be in-keeping with your overall corporate image. The font, images and colours chosen should all evoke emotion and encourage people to purchase. And, for many businesses, their packaging is just as alluring as the product inside.

For more information about branded or custom packaging, contact the team here at Kingfisher Packaging today.

One cannot transport eggs from a poultry farm to the retailer without packing them in an egg tray as they might crack even before reaching the final consumer. Similarly, a white shirt might get stains if transported and sold without packaging, and a retailer might not be able to sell perishable milk products after a day if there were no Tetra Pak.

The paper, corrugated boxes, plastic films, polybags, and rollbags, etc., that enclose a product have a lot more value than a customer can imagine.

But what is packaging, why is it important, what are its types and functions?  

What Is Packaging?

Packaging is the act of enclosing or protecting the product using a container to aid its distribution, identification, storage, promotion, and usage.

According to Kotler –

Packing constitutes all the activities of designing and producing the container for a product.

In simple terms, packaging refers to designing and developing the wrapping material or container around a product that helps to

• Identify and differentiate the product in the market,
• Transport and distribute the product,
• Store the product,
• Promote the product,
• Use the product properly.

Importance Of Packaging

Often considered as an essential marketing subset, packaging forms the core distribution, storage, and sales tool that can be a part of the product itself or an external container made of varied materials.

Packaging is an essential element both for the seller and the customer. While the seller use it as a tool to distribute, store, and promote; the customer uses it as an important identification and usage tool.

Importance Of Packaging For The Seller

• Distribution: Good packaging makes it possible for the seller to transport the product from the manufacturing unit to the final selling point and then to the customer. The seller uses different packaging for the same – transport packaging to transport the products and consumer packaging to aid the consumer in consuming the product.
• Storage: Warehousing comes with its own risks of product spoilage, spillage, and mishandling. Proper packaging helps the seller store and assort the products better.
• Promotion: Packaging forms a vital marketing element that the brand uses to differentiate the product using attractive, colourful, and visually appealing packages and inform the buyer about the product’s performance, features, and benefits.
• Safety: Good packaging aids in product safety before it reaches the final consumer. For example, a Tetra Pak prevents the milk from getting spoilt before its expiry date.

Importance Of Packaging For The Buyer

• Identification: Packaging and labelling help the customers identify the product and differentiate it from other products in the market.
• Usage: Often, packaging, like that of a toothpaste, that forms a part of the product aids in its usage and consumption.
• Safety: It also protects the consumer from the dangers that the product comes with. For example, an acid bottle protects the user from getting acid burns.

Functions Of Packaging

Packaging plays a crucial role from the time a product is developed to the time a product is fully consumed. These functions of packaging include:

1. Contains the product: Most products need to be contained either during transportation, storage, or consumption. Packaging makes sure the product is contained as and when required.
2. Protects the product: Packaging protects the product and its quality, features, utility, etc. from being damaged or contaminated during transportation, storage, and consumption.
3. Aids product handling and usage: Proper packaging aids product handling and makes it easy to transport, ship, and even use the product.
4. Differentiates the product and makes it stand out: Packaging makes it easier for the customer to identify and differentiate it from other products. Moreover, attractive packages have a property to stand out and attract customers towards it.
5. Forms a part of product marketing strategy: An attractive and/or informative package makes the product stand out and have a promotional appeal. Packaging also acts as the final touchpoint that helps in product promotion and sale.
6. Provides customer convenience: Packaging is also a convenience tool that makes it convenient for the customer to carry, transport, and use the product.
7. Acts as a communication medium: Packaging along with labelling helps communicate the brand identity, brand message, and product and company information to the customer.
8. Adds to the aesthetic value: Packaging can make a simple product look attractive or a unique product look ordinary. It’s an important aesthetic touchpoint that can make or break a sale.

Types Of Packaging

Usually, packaging can be categorised into three types depending upon its usage and purpose. These types are:

Primary Packaging

Primary packaging, also referred to as consumer packaging, is in direct contact with the product and is intended for the customer to identify, gain product knowledge, and to aid product consumption.

It’s the base packaging that emphasises both utility and appearance.

It is the primary layer like the plastic pouch, cardboard box, etc. containing the finished product, that protects and preserves the finished product from contamination and tampering, while including aesthetic elements that make the product stand out.

Besides aiding identification, differentiation, and consumption, primary packaging also acts as a promotional tool to attract more customers at the point of sale by making the product look more appealing.

Some examples of primary packaging are:

• Laminated pouches for dry fruits
• Plastic containers for fruits
• Tin cans for soft drinks
• Laminated tubes for beauty products
• Composite cans for chips

Often, removing the primary packaging of a product affects the product’s quality or attribute.

Secondary Packaging

Secondary packaging forms the second packaging layer that the customers don’t usually see. Its main use is to group and hold together individual units of the product to deliver large quantities of that product to the point of sale.

It collates smaller product units into a single pack and aids in inventory management (grouping and identification) before the product is showcased to the customer.

Some examples of secondary packaging are:

• Plastic ring that holds soda cans together, and
• Cardboard box containing multiple individual boxes of cereal, etc.

Removing secondary packaging doesn’t affect the product’s quality or attributes.

Tertiary Packaging

Tertiary packaging, also referred to as bulk or transit packaging, is used to group a large quantity of a particular product to transport it from point A to B.

The main objective of this packaging is to make it easier to transport heavy loads or large quantities of a product easily and securely, while facilitating easy storage and handling.

 Some examples of tertiary packaging are:

• Wooden pallets used in freight shipping
• A stretch-wrapped pallet containing a large quantity of secondary packaged goods.

Difference Between Packing And Packaging

While considered as same, packing and packaging are not something that one can use interchangeably. Packing is a subset of packaging that refers to wrapping up the product and containing it in a case or wrapper to protect it and aid in handling.

On the other hand, packaging is the process of designing and developing the container of the offering that protects it and helps customers identify and differentiate in the market.

In simple terms, packing just involves wrapping the product, while packaging also consists of the branding aspect.

Basis

Packing

Packaging

Meaning

Packing is a subset of packaging where a product is contained within a wrapper or a container to aid its transport, handling, and delivery.

Packaging is a subset of marketing where a brand designs and develops the wrapper or container to aid its transport, handling, delivery, and communicate the brand and product information by making it look attractive.

Objective

To facilitate safety and aid product storage and transportation.

To facilitate safety, increase product appeal, and communicate brand and product information.

Packaging Advantages

Packaging comes with its own set of advantages. These are:

• It protects the product from any physical harm and damage.
• It helps increasing sales as it adds to the aesthetic value of the product.
• It keeps the product hygiene by preventing adulteration and hampering.
• Some specialised packaging also prevents the products from going bad.

Packaging Disadvantages

While packaging forms an important element of a product, it comes with its own disadvantages. These are:

• Packaging can be deceptive and may trick the customer into getting a wrong perception of the product.
• It adds to the cost. Packaging can add to the cost of the product, which the customer eventually bears.
• It adds to the waste that can turn hazardous, especially if it is plastic.

Go On, Tell Us What You Think!

Did we miss something?  Come on! Tell us what you think about our article on packaging definition in the comments section.

A startup consultant, digital marketer, traveller, and philomath. Aashish has worked with over 20 startups and successfully helped them ideate, raise money, and succeed. When not working, he can be found hiking, camping, and stargazing.