Packaging is an art, science and technology of shielding or enclosing objects for effective distribution, storage, display, and utilization. Packaging refers to both the creative process of developing, testing, and manufacturing packaging materials. In a broader sense, packaging covers the entire gamut of designing and conceptualizing packaging to achieve specific goals, objectives, and performances.
Packaging has an emotional effect on consumers. Many people have strong psychological attachments to certain packaging and what it represents. The key therefore to successful packaging is to make sure that the emotional attachment that consumers have with the packaging material is communicated to the consumer while designing and conceptualizing the packaging. Below are some of the different types of packaging and their purposes:
Packaging for Marketing or Advertisement: A marketing or advertisement package may be used to market a new product or service, as well as to promote and introduce a company or brand. The purpose of such packaging is to “promote” or “market” the goods, while providing adequate information to the consumers about the goods. A marketing or advertisement package may include any of the following: logos, pictures, designs, illustrations, statements, claims, etc. Consumers get attached to these packages easily and feel a connection to the brand because they have an immediate connection to it. The packaging thus plays an important role in brand building.
Packaging for Sales or Promotional Campaigns: A promotional package may be used as a free gift or offering to customers for their purchase. The purpose behind giving away promotional gifts or samples is to create brand awareness about a brand name, its product, or services, while creating a positive memory about the company. The packaging has to be attractive and appealing to draw consumers’ attention. Hence, the packaging has to be eye-catching and appealing.
A number of packaging methods are available to create attractive packaging for the products. These packaging methods can be combined in a customized way to create a unique package. Different types of attractive packages include clear plastic packaging, which are inexpensive; embossed plastic, which are very appealing and eye-catching; laminated plastic, which provide a high degree of protection to the products; bubble wrap packaging, which are very durable; custom molded paper, which are economical; and eco-friendly paper, which make a positive contribution towards protecting the environment from pollution and waste. There are many different types of packaging which are available to suit the different requirements of the product or brand name. It is important to choose the right packaging method for the products and the company.
Containers with Multiple Uses: A container has multiple uses and is a useful object, therefore, a company should use a variety of containers for different purposes. Some containers, such as food packs and lip balm tubs, come with multiple uses. In this way, a company gets a lot of advantages by using such containers. A variety of container options help in improving the quality and productivity of a company.
The Importance of Society-Related View of Packaging Cost: Food packagers and manufacturers pay a lot of attention to the overall production cost of the packaging. But, surprisingly, there is very little attention paid to the relevance of packaging material and cost when it comes to solving the increasing consumer problems on contamination. A variety of materials are used in the production of food. However, the consumers pay a heavy price for these materials because they are unable to consume them safely. Therefore, the importance of packaging material and its related costs cannot be ignored.
The significance of packaging materials cost and the environmental footprint they create need to be addressed seriously. Companies need to reduce their consumption of packaging materials and increase the level of recycling in order to reduce the overall cost and pollution created by companies. A number of environmental organizations and consumer groups are working actively towards promoting a change in lifestyle. These groups have adopted a “green” lifestyle that highlights an increased awareness of the impact of consumer behavior on the environment and on the climate change.