Role of Packaging As a Tool

Packaging fulfills several functions.

Packaging is the outer wrapping of a product, and many of the products that are bought come in some kind of package. Packaging serves multiple functions, all of which are essential to the marketing of products.

Protection

The basic function of packaging is to protect its contents during transportation, storage and display. Spoilage, leakage and breakage can all affect the quality of the product. Packaging also protects against tampering and theft.

Containment

Products can be moved and stored efficiently when they are contained in packaging. Geometric-shaped packaging and using boxes, allows products to be stacked in the least possible space. The package must be large enough and of a correct shape to hold the product, and protects not only the product it contains but also the environment around it.

Communication

The packaging also acts to communicate about the product and about the company that manufactured or sold it. The color, shape and content of the packaging often draw the consumers' eyes to it. Information about the product and instructions for use are on its packaging, often in multiple languages and symbols to communicate to different cultures. Packaging also plays a large role in the branding of a company through its products. Companies usually prominently display their logos on their packaging.

References

• Packaging World: Are you Tapping Packaging's Full Marketing Potential?
• University of Florida: Role of Packaging in Society and the Environment
• Indianmba.com: Role of Packaging in Marketing Product and Organization

Resources

• Institute of Packaging Professionals