Packaging

Definition: The Packaging refers to all those activities related to designing,

evaluating and producing the container for a product. Simply, the box-like
container, wherein the product is stored to protect it from any physical damage
and at the same time attracting the customer through its appeal is called as
packaging.

The product might have three layers of packaging, such as, a toothpaste come in
the plastic tube (primary package), then it is packed in a cardboard
box (secondary package) and then finally is packed in a corrugated
box (shipping or third package). Nowadays, the packaging is not limited to the
protection of a product alone, but it has been used as a marketing tool for
building the brand equity and boosting sales.

In today’s scenario, most of the companies use packaging as an important

marketing tool because of the following factors:

 The packaging enables the self-service, as in the case of purchases done in

the supermarkets and retail mart the customers select the products on their
own without any assistance from the retailers. Thus, the company must design
its product package in such a way, that it is capable enough to draw
customer’s attention towards it.
 It helps in increasing the consumer affluence, which means the customers
are willing to pay even more for the convenience, appearance, dependability
of the better packages.
 The packages help in increasing the brand recognition among the
customers. As soon as the customers see the package, they can instantly
relate it to the company or brand. For example, the Brooke Bond’s Taj Mahal
Tea comes in the blue pack with an image of a Taj Mahal on its box; this gives
an identity to the brand.
 The innovative packaging also helps in bringing huge profits and benefits for
the firm. Here, the company gives a unique design to its product package with
the intent to grab customer’s attention. For example, the calcium Sandoz
bottles targeted at children and women have been designed to make them
attractive to the target segment (A dog shaped bottle for kids, while a lady-
shaped bottle for women).
Thus, the packaging is capable of influencing a buyer to initiate sales since the
buyer comes in contact with the package first and then after with the product.

The wrapping material around a consumer item that serves to contain,

identify, describe, protect, display, promote and otherwise make the
product marketable and keep it clean
Packaging is more than just your product's pretty face. Your package
design may affect everything from breakage rates in shipment to
whether stores will be willing to stock it. For example, "display ability"
is an important concern. The original slanted-roof metal container used
for Log Cabin Syrup was changed to a design that was easier to stack
after grocers became reluctant to devote the necessary amounts of shelf
space to the awkward packages. Other distribution-related packaging
considerations include:
Labeling. You may be required to include certain information on the
label of your product when it is distributed in specific ways. For
example, labels of food products sold in retail outlets must contain
information about their ingredients and nutritional value.
Opening. If your product is one that will be distributed in such a way
that customers will want to--and should be able to--sample or examine it
before buying, your packaging will have to be easy to open and to
reclose. If, on the other hand, your product should not be opened by
anyone other than the purchaser--an over-the-counter medication, for
instance--then the packaging will have to be designed to resist and reveal
tampering.
Size. If your product must be shipped a long distance to its distribution
point, then bulky or heavy packaging may add too much to
transportation costs.
Durability. Many products endure rough handling between their
production point and their ultimate consumer. If your distribution system
can't be relied upon to protect your product, your packaging will have to
do the job.

Packaging
We know about the four very important P’s of a marketing mix, namely
Product, price, Place and Promotion. But did you know that many
consider another P that is equally important- Packaging. That’s right,
packaging of a product is a very important factor in marketing.

As we know first impressions go a very long way in how people

perceive anything. The outer appearance of the product (the package) is
the first thing a potential customer will see, and so it can be a great
marketing tool for the product.

In fact, the package of a product serves multiple practical purposes as

well. Let us take a look at some of the uses and functions that it serves.

 Protection: The first and the most obvious use of packaging is

protection. It physically protects the goods from damage that may be
caused due to environmental factors. It is the protection against
breaking, moisture, dust, temperature changes etc.
 Information Transmission: Packaging and labelling are essential tools
to inform the customer about the product. They relay important
information about directions for use, storage instructions, ingredients,
warnings, helpline information and any government required
warnings.
 Convenience: Goods have to be transported, distributed, stored and
warehoused during their journey from production to consumption.
Packaging will make the process of handling goods more convenient
for all parties involved.
 Security: To ensure that there is no tampering with the goods
packaging is crucial. The package of a product will secure the goods
from any foreign elements or alterations. High-quality packages will
reduce the risk of any pilferage.
Packaging as a Marketing Tool
Effective packaging can actually help a company attract consumers to
their product. It can be the tool that sets apart their product in a vast sea
of options that the consumer has at their disposal. A good packaging
can actually add to the perceived value of a product.

There are some effective techniques one can use to ensure that your
product package is a great marketing tool for your product. Let us take a
look at some elements that you can incorporate into a package to make
it more effective.

Capturing Attention
One important aspect of a package is that it must draw the attention of a
potential customer when it is sitting on a shelf. It does not have to be the
loudest or brightest package, but it must be unique in some way.
Sometimes simplicity could be what sets it apart. Other factors could be
the shape, the colour scheme or even the texture of the package.

Brand and Product Names should be very Clear

It is of absolute attention that your packaging draws maximum attention
to your brand name. The customer will not buy a product if they do not
know whose product they are buying. And clearly displaying your
brand name is also a good branding strategy.

Point out to Benefits

Your product may have certain unique elements or benefits. Your
packaging should draw attention to such benefits, it is a huge selling
point. For example, if the product is ‘organic’ or has ‘no preservatives’
it should say so on the package and be displayed prominently.
Designed with the Target Audience in Mind
The company must be clear on whom the packaging is designed to
attract and impress. Say the target audience is youth, then the design can
be abstract and modernistic. But say the target customers are senior
citizens, then the design should be clear and specific. Designing your
packaging for a target audience is not always easy but certain criteria
can be followed.

In this era, while designing the packaging there are certain

environmental factors all companies must keep in mind. This is one
way to be environmentally conscious and avoid pollution

 Make sure the package is easily disposable, and provide instructions

for such disposal
 Avoid using excess material while packaging the product. We must
restrict our use of excessive plastic if there is no necessary
requirement for it.
 The materials we use for the packaging should be recyclable or
reusable.

Packaging and labeling

.
  blister pack, packaged in a folding carton made of paperboard

Packaging is the science, art and technology of enclosing or protecting products for distribution,

storage, sale, and use. Packaging also refers to the process of designing, evaluating, and producing
packages. Packaging can be described as a coordinated system of preparing goods for transport,
warehousing, logistics, sale, and end use. Packaging contains, protects, preserves, transports,
informs, and sells.[1] In many countries it is fully integrated into government, business, institutional,
industrial, and personal use.
Package labelling or labelling any written, electronic, or graphic communication on the package
or on a separate but associated label.

History of packaging

Bronze wine container from the 9th century BCE.

The first packages used the natural materials available at the time: baskets of reeds, wineskins (bota
bags), wooden boxes, pottery vases, ceramic amphorae, wooden barrels, woven bags, etc.
Processed materials were used to form packages as they were developed: for example,
early glassand bronze vessels. The study of old packages is an important aspect of archaeology.
Modern era
Tinning
The use of tinplate for packaging dates back to the 18th century. The manufacturing of tinplate was
the monopoly  for a long time; in 1667. The method pioneered there of rolling iron plates by means
of cylinders enabled more uniform black plates to be produced than was possible with the former
practice of hammering.
Tinplate boxes first began to be sold from ports in 1725 were shipped.
Canning

The progressive improvement in canning stimulated the 1855 invention of the can opener.
Paper-based packaging

Packing folding cartons of salt.

Set-up boxes were first used in the 16th century and modern folding cartons . The first corrugated
box was produced commercially in 1817 in England. Corrugated (also called pleated) paper received
a British patent in 1856 and was used as a liner for tall hats, paperboard flat pieces manufactured in
bulk that folded into boxes by cutting and creasing in one operation he could make prefabricated
paperboard boxes.
Commercial paper bags were first manufactured in England, in 1844, and the American patented a
machine for automated bag-making .
Packaging advancements in the early 20th century included Bakelite closures on bottles,
transparent cellophane overwraps and panels on cartons. These innovations increased processing
efficiency and improved food safety. As additional materials such as aluminum and several types of
plastic were developed, they were incorporated into packages to improve performance and
functionality

In-plant recycling has long been common for producing packaging materials. Post-consumer
recycling of aluminum and paper-based products has been economical for many years: since the
1980s, post-consumer recycling has increased due to recycling, consumer awareness, and
regulatory pressure.

food packaging

The purposes of packaging and package labels

Packaging and package labeling have several objectives
 Physical protection – The objects enclosed in the package may
require protection from, among other things,
mechanical shock, vibration, electrostatic discharge,
compression, temperature, etc.
 Barrier protection – A barrier to oxygen, water vapor, dust, etc., is
often required. Permeation is a critical factor in design. Some
packages contain desiccants or oxygen absorbers to help extend
shelf life. atmospheres or controlled atmospheres are also
maintained in some food packages. Keeping the contents clean,
fresh, sterile and safe for the duration of the intended shelf life is a
primary function. A barrier is also implemented in cases where
segregation of two materials prior to end use is required, as in the
case of special paints, glues, medical fluids, etc.
 Containment or agglomeration – Small objects are typically
grouped together in one package for reasons of storage and selling
efficiency. For example, a single box of 1000 pencils requires less
 physical handling than 1000 single pencils. Liquids, powders,
and granular materials need containment.
 Information transmission – Packages and labels communicate
how to use, transport, recycle, or dispose of the package or product.
With pharmaceuticals, food, medical, and chemical products, some
types of information are required by government legislation. Some
packages and labels also are used for track and trace purposes.
Most items include their serial and lot numbers on the packaging,
and in the case of food products, medicine, and some chemicals the
packaging often contains an expiry/best-before date, usually in a
shorthand form. Packages may indicate their construction material
with a symbol.
 Marketing – Packaging and labels can be used by marketers to
encourage potential buyers to purchase a product. Package graphic
design and physical design have been important and constantly
evolving phenomena for several decades. Marketing
communications and graphic design are applied to the surface of
the package and often to the point of sale display. Most packaging
is designed to reflect the brand's message and identity.

Permanent, tamper evident voiding label with a dual number tab to help keep packaging secure with the
additional benefit of being able to track and trace parcels and packages

 Security – Packaging can play an important role in reducing

the security risks of shipment. Packages can be made with
improved tamper resistance to deter manipulation and they can also
have tamper-evident features indicating that tampering has taken
place. Packages can be engineered to help reduce the risks
 of package pilferage or the theft and resale of products: Some
package constructions are more resistant to pilferage than other
types, and some have pilfer-indicating seals. Counterfeit consumer
goods, unauthorized sales (diversion), material substitution and
tampering can all be minimized or prevented with such anti-
counterfeiting technologies. Packages may
include authentication seals and use security printing to help
indicate that the package and contents are not counterfeit.
Packages also can include anti-theft devices such as dye-
packs, RFID tags, or electronic article surveillance tags that can be
activated or detected by devices at exit points and require
specialized tools to deactivate. Using packaging in this way is a
means of retail loss prevention.
 Convenience – Packages can have features that
add convenience in distribution, handling, stacking, display, sale,
opening, reclosing, using, dispensing, reusing, recycling, and ease
of disposal
 Portion control – Single serving or single dosage packaging has a
precise amount of contents to control usage. Bulk commodities
(such as salt) can be divided into packages that are a more suitable
size for individual households. It also aids the control of inventory:
selling sealed one-liter bottles of milk, rather than having people
bring their own bottles to fill themselves.
 Branding/Positioning – Packaging and labels are increasingly
used to go beyond marketing to brand positioning, with the
materials used and design chosen key to the storytelling element of
brand development.

Packaging types

Various types of household packaging for foods

Packaging may be of several different types. For example, a transport package or distribution

package can be the shipping container used to ship, store, and handle the product or inner
packages. Some identify a consumer package as one which is directed toward a consumer or
household.
Custom packaging is an evolutionary use of modern materials. Thermoforming and vacuum forming
allow for expanded capabilities for large trays, displays, and specialty needs. Thermoforming is a
method which uses vacuum, heat, and pressure to form the desired material into a shape
determined by its mold. This type of packaging is often used by the cosmetic and medical industry.
Packaging may be described in relation to the type of product being packaged: medical
device packaging, bulk chemical packaging, over-the-counter drug packaging, retail food packaging,
military materiel packaging, pharmaceutical packaging, etc.
It is sometimes convenient to categorize packages by layer or function: "primary", "secondary", etc.
 Primary packaging is the material that first envelops the product and
holds it. This usually is the smallest unit of distribution or use and is
the package which is in direct contact with the contents.
 Secondary packaging is outside the primary packaging, and may be
used to prevent pilferage or to group primary packages together.
 Tertiary or transit packaging is used for bulk
handling, warehouse storage and transport shipping. The most
common form is a palletized unit that packs tightly into containers.
These broad categories can be somewhat arbitrary. For example, depending on the use, a shrink
wrap can be primary packaging when applied directly to the product, secondary packaging when
used to combine smaller packages, or tertiary packaging when used to facilitate some types of
distribution, such as to affix a number of cartons on a pallet.

Symbols used on packages and labels

A bar code on a tin of condensed milk

Many types of symbols for package labeling are nationally and internationally standardized. For
consumer packaging, symbols exist for product certifications (such as
the FCC and TÜV marks), trademarks, proof of purchase, etc. Some requirements and symbols
exist to communicate aspects of consumer rights and safety, for example the CE marking or
the estimated sign that notes conformance to EU weights and measures accuracy regulations.
Examples of environmental and recycling symbols include the recycling symbol, the recycling
code (which could be a resin identification code), and the "Green Dot". Food packaging may
show food contact material symbols. In the European Union, products of animal origin which are
intended to be consumed by humans have to carry standard, oval-shaped EC identification and
health marks for food safety and quality insurance reasons.
Bar codes, Universal Product Codes, and RFID labels are common to allow automated information
management in logistics and retailing. Country-of-origin labeling is often used. Some products might
use QR codes or similar matrix barcodes. Packaging may have visible registration marks and other
printing calibration and troubleshooting cues.
Shipping container labeling
Technologies related to shipping containers are identification codes, bar codes, and electronic data
interchange (EDI). These three core technologies serve to enable the business functions in the
process of shipping containers throughout the distribution channel. Each has an essential function:
identification codes either relate product information or serve as keys to other data, bar codes allow
for the automated input of identification codes and other data, and EDI moves data between trading
partners within the distribution channel.
.
Small parcel carriers often have their own formats. For example, United Parcel Service has
a MaxiCode 2-D code for parcel tracking
Shipments of hazardous materials or dangerous goods have special information and symbols
(labels, placards, etc.) as required by UN, country, and specific carrier requirements. On transport
packages, standardized symbols are also used to communicate handling needs. Some are defined
in the ASTM D5445 "Standard Practice for Pictorial Markings for Handling of Goods" and ISO 780
"Pictorial marking for handling of goods".


Flammable liquid
 
Package design and development are often thought of as an integral part of the new product
development process. Alternatively, development of a package (or component) can be a separate
process, but must be linked closely with the product to be packaged. Package design starts with the
identification of all the requirements: structural design, marketing, shelf life, quality
assurance, logistics, legal, regulatory, graphic design, end-use, environmental, etc. The design
criteria, performance (specified by package testing), completion time targets, resources, and cost
constraints need to be established and agreed upon. Package design processes often employ rapid
prototyping, computer-aided design, computer-aided manufacturing and document automation.
Transport packaging needs to be matched to its logistics system. Packages designed for controlled shipments
of uniform pallet loads may not be suited to mixed shipments with express carriers.

An example of how package design is affected by other factors is its relationship to logistics. When
the distribution system includes individual shipments by a small parcel carrier, the sorting, handling,
and mixed stacking make severe demands on the strength and protective ability of the transport
package. If the logistics system consists of uniform palletized unit loads, the structural design of the
package can be designed to meet those specific needs, such as vertical stacking for a longer time
frame. A package designed for one mode of shipment may not be suited to another.
With some types of products, the design process involves detailed regulatory requirements for the
packaging. For example, any package components that may contact foods are designated food
contact materials. Toxicologists and food scientists need to verify that such packaging materials are
allowed by applicable regulations. Packaging engineers need to verify that the completed package
will keep the product safe for its intended shelf life with normal usage. Packaging processes,
labeling, distribution, and sale need to be validated to assure that they comply with regulations that
have the well being of the consumer in mind.
Sometimes the objectives of package development seem contradictory. For example, regulations for
an drug might require the package to be tamper-evident and child resistant:[25] These intentionally
make the package difficult to open. The intended consumer, however, might be handicapped or
elderly and unable to readily open the package. Meeting all goals is a challenge.
Package design may take place within a company or with various degrees of external packaging
engineering: independent contractors, consultants, vendor evaluations, independent laboratories,
contract packagers, total outsourcing, etc. Some sort of formal project planning and project
management methodology is required for all but the simplest package design and development
programs. An effective quality management system and Verification and Validation protocols are
mandatory for some types of packaging and recommended for all.
Environmental considerations
The waste

Main articles: Packaging waste and sustainable packaging

Package development involves considerations of sustainability, environmental responsibility, and
applicable environmental and recycling regulations. It may involve a life cycle assessment[27][28] which
considers the material and energy inputs and outputs to the package, the packaged product
(contents), the packaging process, the logistics system, waste management, etc. It is necessary to
know the relevant regulatory requirements for point of manufacture, sale, and use.
The traditional “three R’s” of reduce, reuse, and recycle are part of a waste hierarchy which may be
considered in product and package development.
 Prevention – Waste prevention is a primary goal. Packaging should
be used only where needed. Proper packaging can also help
prevent waste. Packaging plays an important part in preventing loss
or damage to the packaged product (contents). Usually, the energy
content and material usage of the product being packaged are
much greater than that of the package. A vital function of the
package is to protect the product for its intended use: if the product
is damaged or degraded, its entire energy and material content may
be lost.
 Minimization (also "source reduction") – The mass and volume of
packaging (per unit of contents) can be measured and used as
criteria for minimizing the package in the design process. Usually
“reduced” packaging also helps minimize costs. Packaging
engineers continue to work toward reduced packaging.[30]
 Reuse – Reusable packaging is encouraged. Returnable packaging
has long been useful (and economically viable) for closed loop
logistics systems. Inspection, cleaning, repair and recoup rage are
often needed. Some manufacturers re-use the packaging of the
 incoming parts for a product, either as packaging for the outgoing
product[32] or as part of the product itself
 Recycling – Recycling is the reprocessing of materials (pre- and
post-consumer) into new products. Emphasis is focused on
recycling the largest primary components of a package: steel,
aluminum, papers, plastics, etc. Small components can be chosen
which are not difficult to separate and do not contaminate recycling
operations. Packages can sometimes be designed to separate
components to better facilitate recycling.
 Energy recovery – Waste-to-energy and Refuse-derived fuel in
approved facilities make use of the heat available from incinerating
the packaging components.
 Disposal – Incineration, and placement in a sanitary landfill are
undertaken for some materials. Certain US states regulate
packages for toxic contents, which have the potential to
contaminate emissions and ash from incineration and leachate from
landfill. Packages should not be littered.
Development of sustainable packaging is an area of considerable interest to standards
organizations, governments, consumers, packagers, and retailers.
Sustainability is the fastest-growing driver for packaging development, particularly for packaging
manufacturers that work with the world's leading brands, as their CSR (Corporate Social
Responsibility) targets often exceed those of the EU Directive

Packaging machinery

Beer bottling lines

Choosing packaging machinery includes an assessment of technical capabilities, labor

requirements, worker safety, maintainability, serviceability, reliability, ability to integrate into the
packaging line, capital cost, floorspace, flexibility (change-over, materials, multiple products, etc.),
energy requirements, quality of outgoing packages, qualifications (for food, pharmaceuticals, etc.),
throughput, efficiency, productivity, ergonomics, return on investment, etc.
Packaging machinery can be:
1. purchased as standard, off-the-shelf equipment
2. purchased custom-made or custom-tailored to specific
operations
3. manufactured or modified by in-house engineers and
maintenance staff
Efforts at packaging line automation increasingly use programmable logic controllers and robotics.
Packaging machines may be of the following general types:
 Accumulating and collating machines
 Blister packs, skin packs and vacuum packaging machines
 Bottle caps equipment, over-capping, lidding, closing, seaming and
sealing machines
 Box, case, tray, and carrier forming, packing, unpacking, closing,
and sealing machines
 Cartoning machines
  Cleaning, sterilizing, cooling and drying machines
 Coding, printing, marking, stamping, and imprinting machines
 Converting machines
 Conveyor belts, accumulating and related machines
 Feeding, orienting, placing and related machines
 Filling machines: handling dry, powdered, solid, liquid, gas, or
viscous products
 
 
 
