packaging functions
Packaging is an integral part of a product, having a functional role and an aesthetic and marketing role. It protects the product during transportation and it helps to sell the product by its appearance. It is the face of the brand and as such it is powerful. It should arouse curiosity amidst all the "noise" from other products on the shelf.
The packaging must:
- be attractive to look at and handle
- be structurally able to protect product quality during distribution and storage
- communicate key information about the brand
- be appropriate to the product and occasion
- be disposable – increasingly consumers want to dispose of products responsibly and with minimum impact on the environment
- conform to legislation which dictates how products must be described and how their ingredients must be listed and their weight referenced, as well as voluntary requirements such as nutrition labelling.
