Packaging plays an essential role in today's consumer society. It contains and protects products for distribution and sale while also serving as a primary mechanism for branding. Modern packaging has evolved with society, enabling changes in shopping habits like the rise of supermarkets and demand for convenient prepared foods. It reduces waste in the supply chain and provides information to help consumers understand products. Proper labeling further enhances brand identification and allows packages to communicate legally required details about contents and safe usage.

1. THE ROLE OF PACKAGING
AND LABELLING

2. DEFINITION
 Packaging is the science, art and technology of
enclosing or protecting products for distribution,
storage, sale and use.
 Packaging is a coordinated system of preparing
goods for transport, warehousing, logistics, sale
and use.
 Packaging helps the consumer quickly
understand what the product is all about
 Packaging is a silent sales man

5. The “Truths” of Packaging
Packaging only exist because product exists
First and foremost it is the delivery system for
products
Its primary is to contain, protect and preserve

6. The “INCONVENIENT TRUTHS”
OF PACKAGING
But it’s also a Primary Mechanism for
Branding
 It’s very visible but little understood by
consumers
 Its environmental impact is regretful
And modern society cannot function without it.

7. So why there is so much packaging?
Examine the evolution of society
And the way that shopping had developed
 how packaging has changed
Where are we today?
 How packaging is related to brand image

8. The way things were…
What did most households………not have in the
50’s:
 Car
 Phone
 TV
 Central heating
 Washing machine
 Fridge

9. CONTD.
 Freezer
 Dishwasher
 DVD Players
 Computers
 Internet
 Microwave ovens Etc.,

10. What about the society
 Few ‘working mothers’
 Pace of life was much slower
 Meal times (eating together) was the norm
 Disposable income was low

11. And Now
 Pace of life dramatically higher and still
accelerating
 Working households are the norm
 Eating ‘on the run’
 Less cooking, more prepared foods
 Much more “city living”

12. So what about shopping habits
In the 50’s…
 Shopping was a daily exercise – no fridges!
 Grocers shops
 No supermarkets
 Most products sold loose – queues
 Home deliveries of milk, bread on everyday basis
 Range was limited and fresh food seasonal
 Convenience foods almost unheard of

13. Then

14. Now

15. And Now
 Consumption has increased dramatically
 Supermarkets are everywhere
 Range and choice are huge
 Products available all year round
 Convenience is ‘everything’
 And it’s this consumer demand for goods that
drives demand for the packaging around it

16. So what about packaging’s role in
this?
 Packaging is the ‘indispensable’ for shopping
as we
know it today – supermarkets could not exist
without it
 Product wastage in the supply chain is now
minimal
 Product presentation and information are key

17.  Many markets owe their existence to
developments in packaging
 Packaged fruit juices
 Packaged milk with longer shelf life

18. what has the Packaging Industry
done?
 Developed a fantastic range of new products
 Enabled a huge change in the way we shop
Facilitated the reduction in food waste in the
supply chain
 Light weighted packaging
Gives consumers product protection,
hygiene, convenience and pack information

19. CONTD.
Provided the platform for product
branding and identification
 Containment or agglomeration
 Security
 Package color, text and graphics

20. How brand image is related
to packaging

33. The Shape of the package can be
recognizedas unique to
a particular brand.

46. Labelling
Labeling is any written, electronic, or graphic
communications on the packaging or on a
separate but associated label. Sellers must label
products

48. Purposes of Labeling:
Labels perform several functions:
 Brand Identification – The label identifies the product or
brand.
 Product Grading – The label might also grade the
product; canned fruits are grade labeled A, B and C.
 Product Description – The label describes the product:
who made it, where it was made, when it was made, what
it contains, how it is to be used, and how to use it safely.
 Product Promotion – The label might promote the
product through attractive graphics.

49. Labeling Decisions:
Brand Name
Label Text, Graphics and Design
Labeling Laws
Additional Labeling
Nutritional Labeling (incase of Food
Products
Statement of Contents
Safety Hazards
Instructions for Use
Weights and Measures
Features and Benefits

50. THANK YOU