What’s behind Packaging?

      Packaging consists of all the activities of designing and producing the container or rapper of a product, in which something is packed for storage or transportation. In the world we live in today, packaging is very important. The fact that everywhere you look, something is protected by some sort of packaging just shows us how much it is a part of our lives. Packaging is used to protect a variety of different products, ranging from chocolate wrappers to boxes of hi-fi systems. You can find a wide range of shapes and sizes, all designed for different purposes. However, when considering it from a marketing point of view there is much more to it. As a marketing concept it can be defined as the designing and production of a container or wrapper which is used for promoting the brands image, and distinguishing between other products. A crucial element for successful packaging is to develop a relationship between the brand and the end consumer.

      Billions of pounds are spent on packaging food and other items each year. Sixty percent of all packaging is for food products. At the beginning of the 20th century most food was sold loose. It was weighed and measured out and placed in bags or directly into the shoppers bag to carry home. Packaging and advertising were virtually unknown. Today packaging is a massive, lucrative industry and often it is the way the packaging looks that persuades the shopper to buy the product inside it. There are five functions that packaging should have.

      The Main purpose of packaging is to give protection to ensure that the product arrives to the consumer in its desired condition. By protecting the content from the environment, transportation and any other damages such as being dropped, and crushed. Example Delicate products such as fruits need to be protected by a rigid package such as a laminated container. Many packaging products have the primary function of storing along with protecting the...