What is Packaging and labeling?

A term packaging is very vast & dynamic; it could be simple poly pouch wrapper around the product, box or can be container. In some case packaging is equally important like product to protect the product till the consumptions. Packaging and labeling play many roles like product identifications, product protections, marketing, and even in transportations. It is like a 'fifth P', along with product, price, promotion and place.

Functions of packaging & labeling

A packaging is not just wrapped around the product, but it does more than that. It’s also act as selling tool. Companies should strategically think when designing or redesigning their products’ packages. As Packaging and labeling fulfills several functions, including promoting and selling the product, defining product identity, providing information, expressing benefits and features, ensuring safe use, and protecting the product.

• Promoting and Selling the Product
• Defining Product Identity
• Providing Information
• Expressing customer requirements
• Protecting products
• Ensuring safe use

Things to be considered in packaging

Packaging is necessary to deliver the product to the consumer in sound condition. For example, one needs a bottle for delivering shampoo or a box with molded shock absorbing padding to protect delicate electronic precision equipment. The requirement here is purely technical; the container must be designed to be most efficient at containing and protecting the product. In recent years, particularly as self-service has become a predominant feature in most distribution chains, the packaging of a product has become a major element of the promotion of that product to the potential consumer. Packaging requirements therefore must include:

Product Description

The pack must convey to the potential consumer not just what the product is, but what it does; in terms of the benefits, it offers- the promotional message. This may be conveyed by words, but for the most impact graphics and overall design are usually chosen to deliver the main, initial message. The potential buyer is expected to read these messages in a few seconds and probably at three feet or more.

Product Image

The packaging must also match the required image, so that the boxes for expensive jewels look expensive themselves-so much so that one almost hates the waste of throwing the packaging away.

Product Value

The pack is often designed to make it contents look more than they really are. Those apparently 'artistic' designs should show the value of the content also.

Shelf Display

The pack should be designed to make the most of the shelf space available which may mean making the pack look more compact as possible, so that more can be placed in the shelf. so that the shelf can take several layers of the product is another feature of a good packaging.

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