Introduction

 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 design, evaluation, and
production of 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. It is fully integrated into government, business, institutional,
industry, and personal use.
 PACKAGING

What is Packaging?
Packaging is the art and science of preparing goods for
handling,storage,marketing and despatch of goods to
the ultimate customer at a minimum cost.
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
Packing
Packing refers to protective
covering used for goods.
Eg. Wrapping chocolates,
compressing cotton into
bales .
Packaging
Packaging involves
designing, producing and
using appropriate packages
for various products.
Attributes of packaging
Utilitarian
Protection

Transportation

Storage
 Sensory

Textural
Fragrance
Visual - attractive
 Visual
Expressive

Aesthetic
 Communicative
1. To identify

2. To instruct - persuade
Psychological

Value Addition
Personality
Emotive
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
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.
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
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
Then
Now
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
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
How brand image is related to
packaging
Impact of Packaging on
consumer buying behavior
Purpose of Packaging

 Physical protection
 Information transmission
 Marketing
 Security
 Convenience
 Portion control
Various Household Packaging types
Symbols used in packages & labels