Branding, Packaging and Labeling

Chapter 31.2
Sec. 31.2 – Packaging and Labeling

What you’ll learn . . .

• The principal functions of

product packaging
• The main functions of labels
Packaging

• The physical container or

wrapping for a product.
Functions of Packaging
• Promoting and Selling the Product
Functions of Packaging
• Defining Product Identity – invokes
prestige, convenience, or status
Functions of Packaging
• Provides Information
– UPC symbols,
contents, guarantees,
nutritional value,
potential hazards
Functions of
Packaging
• Meeting
Customer
Needs –
various sizes,
snack kits, etc.
Functions of Packaging
• Ensuring Safe Use –
plastic instead of
glass, tamper-
resistant packaging,
blisterpacks,
childproof containers
To read about the Tylenol murders in 1982,
and the resulting invention of the
tamperproof package, click on the Tylenol
box above.
Functions of Packaging

• Protecting the Product – during

shipping, storage, and display.
Protects food from spoilage.
Helps prevent shoplifting
Contemporary Packaging Issues

• Aseptic Packaging – Incorporates a

technology that keeps foods fresh without
refrigeration for extended periods
Contemporary Packaging Issues

• Environmental
Packaging –
reusable,
recyclable, less
wasteful, and
safer for the
environment
Contemporary Packaging Issues
• Cause Packaging – to promote
non-product issues such as
social and political causes
Ex: Body Shop, Ben & Jerry’s
Click on the ice cream
carton to learn about
cause packaging at Ben
and Jerry’s
Labeling

• A label is an information tag,

wrapper, seal, or imprinted
message attached to a product
A labels main function is to inform about contents
and give directions
Brand Label – gives the brand name, etc.
Descriptive Label

• Information about
product use,
care, other
features
Grade Label

• States the quality

– AA, A, B
 Labeling Laws
• Many package labels must meet local, state,
and federal standards
• FDA – Federal Food and Drug Administration
– requires nutritional info, regulates health
claims and defines descriptive terms such as
“light,” “free,” “low,” and “reduced” to make
them consistent on all products
• FTC – Federal Trade Commission – monitors
for deceptive advertising that is false or
misleading, including guidelines for
environmental claims like “recycled” or
“biodegradable.”