Packaging – an introduction

Functions of packaging

Main attributes of packaging

Packaging as the “Silent Salesman”

Distinctive Packaging

Components of a Package

Factors in the design of package

Package & the product

Criticism of Packaging

ITC’s Kitchens of India- A Case study

Companies that spend most on Packaging

More than merely containing the product.

Product information

Promotion of corporate identity

Forms part of sales promotion

Use convenience

Market & brand appeal

Safety

Differentiates product from rivals

Key part of the brand image

Aids identification & recognition

Shape, colour & size relate to customer motivation

Key factor in consumer decision making

Cadbury’s dark blue wrapper

Orange pack of Tide

Close-up Stand up pack

Size and shape

Material

Color

Text

Graphics

Functional Component

Structural Design

Protection of the user

Ease of transportation & storage

Provision of product information

Environmental suitability

Convenience

Economic/Cost considerations

Provides product information e.g. ingredients & instructions for use

Added value through convenience e.g. handy size, storage features & opening

Fetches higher unit values for consumer goods

Prevents loss & damage cost