About Product Packaging
Presentation is key for companies as they make decisions on how to package their products for the consumer market. From selecting the right type of box or bottle to incorporating their logos and company color schemes, businesses use product packaging to attract customers to their brands. But product packaging is more than just a fancily designed box, packaging provides consumers with information and ensures that products make it from a company's warehouse to its customers' homes without getting damaged.
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History
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In the early days of product packaging, the main goals were to package a product so that it'd be safe while being transported from a merchant's store to a customer's home. Whether a customer came in to pick up a product or it was hand-delivered, store owners ensured that the product would not be damaged by using natural materials to wrap purchases.
Purposes
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Product packaging is used to contain, transport and protect products. It's also used to inform consumers about the purchase their making. Product packaging include labels with ingredients, nutritional information, directions for use and storage. Product packaging also includes the product name, logo and ta line to help consumers identify what they're purchasing. Product packaging aids in how products are displayed, using boxes, bottles, bags and other containers.
Packaging helps promote the product being sold with design elements, including color, typography and textures. When it comes to visual appearance, product packaging is created to attract potential consumers to pick up the product to find out more about it.
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Types
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Products are packaged in various ways, depending on the industry, target consumer and the type of product being sold. There are three types of product packaging, including primary, secondary and tertiary. Primary packaging holds the product being sold like a bag, tube, bottle or jar. Secondary packaging is the packaging consumers see on shelves when they go to make a purchase. Tertiary packaging includes items used to help package a product for transportation, like boxes and bubble wrap.
Significance in Advertising
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Product packaging uses unique materials, colors, shapes and typography to brand products in hopes that consumers will associate the design elements with a quality product. Businesses use product packaging prominently in print advertising, television commercial and through web advertising. When companies sponsor events, they also ensure that their product packaging is displayed to help promote the brand.
Environmental Considerations
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With environmental concerns on the rise, companies are adopting eco-friendly practices when deciding how to package their products. The Environmental Protection Agency has programs and information available to help companies in their efforts to package their products with the environment in mind. From opting to use recyclable and renewable materials to reducing packaging, companies are helping revolutionize the way products are presented to consumers. Many companies promote their dedication to the environment in their product marketing. This especially appeals to consumers who are also trying to be eco-friendly in their homes and offices.
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References
Resources
- Photo Credit Businessman Works on Laptop - Packaging materials. image by Andy Dean from Fotolia.com
