Packaging

Packaging includes all the activities of designing and producing the container for a product. Packages might have up to three layers: a primary package inside a secondary package, with one or more packaged units sent in a shipping package. Packaging is important because it is the buyer’s first encounter with the product. A good package draws the consumer in and encourages product choice. 

Distinctive packaging like that for Altoids mints is an important part of a brand’s equity.

Packaging must achieve a number of objectives: 

  1. identify the brand, 
  2. convey descriptive and persuasive information, 
  3. facilitate product transportation and protection, 
  4. assist at-home storage, and
  5. aid at-home consumption.

Functionally, structural design is crucial. Aesthetic considerations relate to a package’s size and shape, material, color, text, and graphics. The packaging elements must harmonize with each other and with pricing, advertising, and other parts of the marketing program. Color can define a brand, from Tiffany’s blue box to UPS’s brown trucks. 

Tiffany's blue box
UPS delivery truck
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