Product Packaging: Everything You Need to Know

It is evident that packaging is essential for products. It plays a vital role in customers’ choices. When customers decide to choose a product, they will consider not only functions but also the design of elegant packaging. To some extent, it is an important tool for company marketing.  One more thing is that some products are hard to carry without packaging, such as eggs and cups. 

In this article, you will learn some relevant information about packaging and discuss the future packaging development for companies. 

What is Product Packaging?

Product Packaging is a container for protecting products and goods, which assists in the distribution and storage of the products and marketing and promotion of enterprises. 

Primary Packaging

The material is in immediate contact with the contents, in order to preserve the products and show attractiveness directly, such as bottles, cans, bags, etc. It could be a single unit or a group.

Secondary Packaging

An additional layer of protection that consumers easily ignore,  such as boxes, is used to group primary packages together, always containing many units. The purpose of that is to make products easy to carry, transport, and sell.

Tertiary Packaging

Used for bulk handling, transport, and storage, like pallets and crates. It also provides protection during shipment and helps improve the efficiency of transport, especially heavy things.

Packaging in Marketing

Packaging refers to the preparation of a product for proper transportation and storage. Depending on the type of product, the packaging process may include wrapping, bottling, bundling, sealing, marking, cushioning, bracing, weatherproofing, or blocking to satisfy different needs. Marketing is a major request of packaging. 

6 Different Types of Material of Packaging

There are various packaging for products in different fields. Six popular and common materials are shown below:

Plastic

• Plastic is made from natural materials like natural gas, salt, and crude oil through a polymerization or polycondensation process.
• Types: PET, PVC, HDPE, etc.
• Advantages: durable, versatile, and cost-effective
• Applications: Water and soft drink bottles, fruit juice containers, domes or covers for prepared meals, cookie/biscuit trays, condiment bottles, cream/nut butter containers, cooking oil bottles

Paper and Cardboard

• Paper and cardboard are widely used in people’s lives in different sizes and shapes.
• Kraft paper, cardboard, and corrugated boards are the main materials
• Advantages: lightweight, printable, renewable, recyclable
• Applications: boxes, cartons, inserts, labels, etc.

Glass

• Made of sand processed at high temperatures
• Advantages: impervious, reusable, premium aesthetic
• Applications: jars, bottles, containers for food, cosmetics, etc.

Metals

• Aluminum, tin, steel, etc.
• Advantages: strong, impermeable, recyclable
• Applications: cans, foils, drums, etc., for food, chemicals, oils, etc.

Textiles

• Cotton, jute, etc.
• Advantages: biodegradable, reusable, cost-effective
• Applications: bags for foods, consumer goods, etc.

Wood

• Timber from responsibly managed forests
• Advantages: biodegradable, reusable, recyclable
• Applications: pallets, crates, boxes, etc., for heavy items

Design and Aesthetics

When you think about product packaging, consider it more than just a protective shell. It’s an art that conveys your brand’s identity and values to the world. The design process melds artistic elements with functionality to create attractive and practical packages. You want your product to stand out, and the packaging design is your silent ambassador.

Design Elements

• Color: Sets the mood and grabs attention
• Texture: Adds a tactile dimension
• Shape: Influences perception and convenience
• Typography: Communicates clearly and reinforces the brand
• Visual: bold and unique colors, ensure your products stand out on physical and digital shelves.
• Practical: packaging must not only look good; It should also be functional and easy to open, store, dispose of, or recycle.

Strategically combining these elements results in visually appealing packaging that not just attracts consumers but also enhances their overall experience. Creating an attractive packaging design goes beyond surface-level beauty; it involves thinking about how the colors, shapes, and textures represent the essence of what’s inside.

Remember, your design choices should be functional as well as attractive. The packaging must protect the product and provide information. It should be user-friendly, easy to handle, and efficient in the use of materials.

Function Meets Art

• Protect the product
• Inform the user
• Maintain product integrity

Your packaging is the first physical touchpoint with customers, so make it count. It’s where function meets art to communicate your brand’s story in a way that resonates with your audience. Keep it attractive, but don’t forget it should carry the brand identity with grace and function with ease.

Key Elements of Good Packaging 

Packaging is not just a perfect face to products; it can also be an opportunity for a lasting impression on customers. Studies indicate that eye-catching and practical product packaging garners increased consumer focus and contributes to positive customer feedback. It depends on a large amount of criteria, like reliability, cost, and sustainability.

Both providers and consumers can benefit from good packaging. 

Key Factors in Marketing

Protection of Products

• Prevent goods from damage or dangerous situations during the transport process
• Maintain safety, integrity, and quality, especially for fragile products
• Shields from shock, vibration, compression, etc.

Preserving for Products

• Acts as a barrier against oxygen, moisture, light, etc.
• Extends shelf life of products

Reduces Losses and cost 

• Minimizes damage, spoilage, and waste
• Increases product turnover and sales
• Use solid and economical materials to make, which can reduce the production cost and provide reasonable prices to customers. 

Facilitates Handling and Storage

• Makes products easier to identify, move, and store
• Allows efficient palletization and transport in bulk
• Permits orderly display in retail environments

Sustainable and environmental 

• Use eco-friendly Alternatives in packaging materials means the packaging is recycled
• Reduce the cost to the environment and companies 
• An appeal for customers to change their minds from using plastic packages to sustainable packages 

Show the personality of the brand 

• The logo and information can be seen on the package.
•  a way to convey the culture and ideas of corporations
• The targeted group is easy to identify.

An advertising way to promote products:

Contact numbers and official website information are shown on the package frequently, which can attract more customers to know the company and the brand, promote the goods, and enhance the reputation of the company. 

Build trust with customers

An eye-catching and attractive packaging often makes a deep impression on customers.

Customers are easier to trust products and brands with good packaging and quality.

Key Factors in Designing

A market strategy to attract customers

Packaging is the first impression from products to customers. It is quite important as the first impression from a stranger. Most people observe the design of the packaging. If the packaging is not attractive enough, they hardly ever choose this product. 

An important part for customers to decide if they can be return customers

People only have a few ways to know your products before purchasing. Imagine a situation, where a product is functional, but the packaging is quite bad, even causing damage to the products. They may buy the first time, but they never do it again because of the bad customer experience. 

An opportunity to expand the reputation of brands

Creative and great packaging will make consumers remember for a long time. If your company’s packaging is the best in their mind, they will buy more times and introduce your brand to more friends. 

Case Studies of Successful Product Packaging Design

Coca-Cola’s appeal to the environment: Coca-Cola shows a recycle sign in the plastic bottle to share their substantial idea and their efforts to protect the environment. 

Domino’s pizza box design: The new design includes funny and impressive scenes from people’s daily lives using environmentally friendly materials. The packaging has received positive reviews and has become popular among young groups.

6 Steps for Creating a Product Package:

#1 Define your product and target group 

• Size, shape, and weight of products: Think about the size and shape of your product. If the size is big and the shape is not very normal, the box for packaging should be designed according to the real condition of the products.
• Transportation distance: Transportation distance is also a key factor for packaging. If the distance is long, the packaging must be strong enough to bear the challenge. 
• Your potential customers: Consider what type of packaging your customers prefer. Design packaging according to their preference. For example, boys do not like pink packaging, right? 
• Is your product very special?  Some products may need more protection. For example, glass is fragile and needs solid packaging to ensure its safety and integrity. In that case, you should take more factors into consideration in packaging design. 

#2 Do research on your competitors

Find information online

Search the competitors in the search box and observe elements and patterns for their packaging. 

Go online shops and physical stores to compare the packaging 

If you can see and touch the packaging, it is better than online images. So, you can use your free time to observe or get the packaging from different stores and find the similarities and differences. 

Watch videos and take notes

There are plenty of videos talking about packaging online. Competitors also upload some videos to promote their brands. It is an opportunity to learn more detailed information. 

#3 Pay attention to legal requirements

You should have noticed that the government set up rules for packaging. Make sure you have known all the requirements before you design the packaging. Don’t forget the label and information that needs to be given on the packaging for some products.

#4 Start to design your packaging 

After you do all the preparations, you can start to design your packaging.  You can have a sketch first. Use your imagination and creativity based on the materials you choose. Consider your materials carefully. They should be affordable and practical. 

What information will you show in the packaging? How to present information about companies is also an important question. You should think about how to show information directly and in a reasonable way. 

If you are not confident with your design, some software can give you more suggestions. 

#5 Print and test your packaging

When you finish your design, you can use a 3D printer to print it out. Also, a pilot is needed. People get the products and use them for free, fill in the questionnaires, or have an interview to talk about their feelings about using the packaging. 

You also can do tests by yourself. Throw it far away or put heavy products in it to check if it will damage. If you find it is not strong enough, or participants from your pilot provide some negative information, you should pay more attention to it. 

#6 Collect and analyze feedback 

Feedback is a direct way to know the experience of customers. If you see some bad reviews or hear some complaints about your packaging, you need to improve your packaging. 

Instant analysis is also a crucial way, and you can find important suggestions for your improvements. Remember to check it regularly in order to adjust your packaging as soon as possible. 

Compliance and Environmental Responsibility

When you consider packaging, it’s crucial not only to think about practicality and design but also about environmental impact and legal compliance. Sustainability is not a buzzword—it’s an essential aspect of modern packaging obligations.

Your commitment to eco-friendly practices involves several dimensions. Firstly, make sure to be informed of the latest legislation related to packaging, which might include directives on recycled content, restrictions on specific materials, and waste management protocols. For instance, Extended Producer Responsibility (EPR) legislation often requires you to contribute to the recycling efforts for the packaging you produce.

Let’s break it down:

• Recycling: Be proactive in using materials that are easily recyclable and foster a circular economy.
• Eco-Friendly: Opt for sustainable materials to reduce environmental impact.
• Legislation: Keep abreast of and comply with regional and global packaging laws.

Remember, your actions towards sustainable packaging not only fulfill legal requirements but also resonate with increasingly environmentally-conscious consumers. By integrating these practices, you help lead the way to a cleaner future.

The Future of Product Packaging 

In conclusion, for different products, flexible product packaging is necessary to satisfy the needs of customers and sellers. We cannot imagine a day without packaging. However, whatever package you choose, packaging is a key factor in your purchasing. Organizations and companies should pay more attention to it.  Besides, technological innovation has developed in the packaging field with renewable materials. This seems to be a continuous trend for packaging. Environmental issues have shown great ability to be eye-catching from the government and may become a legal requirement in the future.  Companies can specialize in environmentally- friendly packaging innovation, and individuals need to try more recycled packaging.