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IntroductionIntroduction
Packaging is the science, art and technology of enclosing or protecting products for distribution, storage, sale, and use. Packaging also refers to the process of design, evaluation, and production of packages.
Packaging can be described as a coordinated system of preparing goods for transport, warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports, informs, and sells. It is fully integrated into government, business, institutional, industry, and personal use.
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PACKAGINGPACKAGING
What is Packaging?Packaging is the art and science of preparing goods for handling,storage,marketing and despatch of goods to
the ultimate customer at a minimum cost.
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DEFINITIONDEFINITION Packaging is the science, art and technology of
enclosing or protecting products for distribution, storage, sale and use.
Packaging is a coordinated system of preparing goods for transport, warehousing, logistics, sale and use.
Packaging helps the consumer quickly understand what the product is all about
Packaging is a silent sales man
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Packing Packaging
Packing refers to protective covering used for goods.
Eg. Wrapping chocolates,
compressing cotton into bales .
Packaging involves designing, producing and using appropriate packages for various products.
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Attributes of packagingAttributes of packaging
Utilitarian Protection
Transportation
Storage
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Sensory
Textural Fragrance
Visual - attractive
Sensory
Textural Fragrance
Visual - attractive
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Visual
1.Expressive
VisualExpressive
Aesthetic
Visual
1.Expressive
VisualExpressive
Aesthetic
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Communicative 1. To identify
2. To instruct - persuade
Communicative 1. To identify
2. To instruct - persuade
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Psychological Psychological
Value AdditionPersonality
Emotive
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The “Truths” of PackagingThe “Truths” of Packaging Packaging only exist because product exists First and foremost it is the delivery system for products Its primary is to contain, protect and preserve
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The “INCONVENIENT TRUTHS” OF PACKAGING
The “INCONVENIENT TRUTHS” OF PACKAGING But it’s also a Primary Mechanism for Branding It’s very visible but little understood by consumers Its environmental impact is regretful And modern society cannot function without it.
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So why there is so much packaging?So why there is so much packaging?
Examine the evolution of society And the way that shopping had developed how packaging has changed Where are we today? How packaging is related to brand image
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So what about shopping habitsSo what about shopping habits
In the 50’s… Shopping was a daily exercise – no fridges! Grocers shops No supermarkets Most products sold loose – queues Home deliveries of milk, bread on everyday basis Range was limited and fresh food seasonal Convenience foods almost unheard of
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ThenThen
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NowNow
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And NowAnd Now
Consumption has increased dramatically Supermarkets are everywhere Range and choice are huge Products available all year round Convenience is ‘everything’ And it’s this consumer demand for goods that drives demand for the packaging around it
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So what about packaging’s role in this?So what about packaging’s role in this?
Packaging is the ‘indispensable’ for shopping as we know it today – supermarkets could not exist
without it Product wastage in the supply chain is now
minimal Product presentation and information are key
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How brand image is related to packaging
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Impact of Packaging on consumer buying behaviorImpact of Packaging on consumer buying behavior
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Purpose of Packaging Purpose of Packaging
Physical protection Information transmission Marketing Security Convenience Portion control
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Various Household Packaging typesVarious Household Packaging types
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Symbols used in packages & labelsSymbols used in packages & labels
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