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:
- identify the brand,
- convey descriptive and persuasive information,
- facilitate product transportation and protection,
- assist at-home storage, and
- 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.
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