Professional Documents
Culture Documents
Role of Packaging
Role of Packaging
AND LABELLING
DEFINITION
Ø Packaging is the science, art and technology
of enclosing or protecting products for
distribution, storage, sale and use.
Ø Packaging is a coordinated system of
preparing goods for transport,
warehousing, logistics, sale and use.
Ø Packaging helps the consumer quickly
understand what the product is all about
Ø Packaging is a silent sales man
The “Truths” of Packaging
ØPackaging only exist because product
exists
ØFirst and foremost it is the delivery
system for products
ØIts primary is to contain, protect and
preserve
The “INCONVENIENT
TRUTHS” OF PACKAGING
ØBut it’s also a Primary Mechanism for
Branding
ØIt’s very visible but little understood by
consumers
ØIts environmental impact is regretful
ØAnd modern society cannot function
without it.
So why there is so much
packaging?
ØExamine the evolution of society
ØAnd the way that shopping had
developed
Øhow packaging has changed
ØWhere are we today?
ØHow packaging is related to brand image
The way things were…
the 50’s:
Ø Car
Ø Phone
Ø TV
Ø Central heating
Ø Washing machine
Ø Fridge
CONTD.
Ø Freezer
Ø Dishwasher
Ø DVD Players
Ø Computers
Ø Internet
Ø Microwave ovens Etc.,
Ø
What about the society
üFew ‘working mothers’
üPace of life was much slower
üMeal times (eating together) was the norm
üDisposable income was low
And Now
üPace of life dramatically higher and still
accelerating
üWorking households are the norm
üEating ‘on the run’
üLess cooking, more prepared foods
üMuch more “city living”
ü
So what about shopping
habits
In the 50’s…
Many markets owe their existence to
developments in packaging
Packaged fruit juices
Packaged milk with longer shelf life
what has the Packaging
Industry done?
Ø
How brand image is
related to
packaging
The Shape of the package can be
recognized as unique to
a particular brand .
Labelling
Labeling is any written, electronic, or graphic
communications on the packaging or on a
separate but associated label. Sellers must
label products
Purposes of Labeling:
ØBrand Name
ØLabel Text, Graphics and Design
ØLabeling Laws
ØAdditional Labeling
ØNutritional Labeling (incase of Food
Products
ØStatement of Contents
ØSafety Hazards
ØInstructions for Use
ØWeights and Measures
ØFeatures and Benefits
THANK YOU