Akhilendra Pratap

Packaging is concerned with designing and producing of

appropriate packages for a product.

It can be described as a coordinated system of preparing

goods for transport, warehousing, logistics, sale and end
uses.

Packaging means a case, container, wrapper or other

receptacle for packaging goods. It can be made of
metals, plastic, wood, paper, glass, laminates,
polyester.
Packaging has begun with natural materials such as
leaves. Serial production was later done with products such
as weaved materials and pots. It is estimated that glass and
wood packaging are being used for around 5000 years. In
1823 Englishman Peter Durand obtained the patent for the
first metal packaging made from sheet metal "canister”.
Paper and cardboard have become important packaging
materials in 1900s. With the invention of plastic, it started
replacing paper as a packaging material.
General use of plastics in packaging applications has started
after World War 2. Polyethylene was produced in abundance
during the war years and became an easily found material
in the market right after the war. The growth in plastic
packaging has sped up since 1970s.
Glass packaging first begun to be used in 1500 B.C in Egypt. Glass,
first seen used as a pot, was being mixed with melted limestone,
soda, sand, silicate and shaped into glass packaging.
Around 1200 B.C pots and mugs started to be made from moulded
glass. After the invention of the blow pipe in 300 B.C, the production
of completely transparent glass was started which improved and
expanded.
After the 1970s glass packaging begun to be used in high value
products' protection and has a wide range of usages today.
Since ancient times metal packaging seen in forms of gold and silver
boxes as well as strong alloys and coverings is today being used to
protect many products.
The production of tin sheet was invented in Bohemia , Afterwards in
the beginning of 14th century tinned food cans have started to be
used. This technology was kept a secret since the 1600s, and has been
replaced by better quality and easier produced steel after William
Underwood forwarded the process to USA.
The idea of putting food safely in metal packaging was first had in
1809 when Napoleon Bonaparte said he would award 12thousand
Franks to whomsoever comes up with a method to protect the army's
food supply.
The first printed box in the history of metal packaging was
made in 1866 in USA. It wasn't until 1910 that it was in the
stores commercially and the aluminum foil box design was
developed in early 1950. The first aluminum canned food
came out in 1959. Screws and hammers were being used to
open metal packaging until 1866. Later, packaging with
tearable lids was made. In 1875 can opener was invented.

Metal packaging that has passed through many phases and

has renewed itself now offers convenience for practicality.
First artificial plastic was prepared by Alexander Parker in
1838 and was displayed at the Grand International Fair in
London in 1862.
In 1870 New Yorker John Wesley Hyatt was given a patent for
"celluloid” produced in high temperatures and pressure and
has low nitrate content. This invention is the first
commercialized plastic and has remained as the only plastic
until 1907 when Leo Hendrik Baekeland produced "Bakelite”.
What exactly plastic was, was not known until 1920 when
Hermann Staudinger's revolutionary idea was heard. All
plastics, rubber and cellulose were claimed to be polymers or
macro molecules. This assumption was first not accepted
widely by many scientists, but Staudinger received the Nobel
Prize in 1953 with this idea.
Plastic packaging has begun to be used widely after
1950s. Towards the end of 1970s plastic packaging sector has
begun to grow.
Paper is the oldest re-shapeable packaging material. Mulberry tree barks
were used in China in the 1st and 2nd centuries B.C to wrap food, and
paper making techniques have improved during the following 1500 years
and transported to the Middle East.
Paper making techniques have reached Europe and from Europe they
reached England in 1310 and America in 1609. The first commercial
cardboard box was produced in England in 1817, and later corrugated
cardboard was invented in 1850s, replacing wooden boxes in trade. The
20th century was the brightest era for paper and cardboard.
A consumer purchases product from the eyes first,
and the wallet follows.
Ever since 1930s, packaging has been a silent
salesman for the product. On the shelf, a consumer
looks at the product through its packaging and starts
to form perceptions about the quality of product and
its value for them. A great packaging emotionally
appeals to its consumers and allows them to imagine
what they can do with the product. If successfully
achieved, these emotions often convert in a purchase
decision.
Product packaging is carefully and very meticulously
designed to go beyond its emotional appeal and to
serve important functions critical to ensure that the
product delivers a great experience post purchase.
Some of the key functions product packaging plays
are:
 To contain
 the product efficiently, and to define the quantity of distribution and
consumption.
 To protect
 the product from theft or physical damages caused from shock, vibration
or compression during transportation.
 To preserve
 and extend shelf-life by preventing contamination from microorganisms,
air, moisture, and biological changes.
 To communicate
 and allow consumers to identify and recognize the brand or product on
the display.
 To promote
 and draw consumers attention to information that appeals to them and
influence their purchase decision.
 To transact
 and allow logistical and commerce capabilities that can easily integrate
with various secure sales systems.
 The product packaging comprises of several cues that
come together to present consumers a clear value
proposition that can affect their perception of the
product quality and influence their decision. These
vital cues can be classified into four categories—
intrinsic cues that are inherent to the product,
structural cues that define tangible properties of the
product, extrinsic cues that are properties outside of
the product, and transactional cues that allow for the
transactions.
 These cues directly affect consumers trust and are
probably the most influential indicators of their
perception. If the consumers can relate to the brand, they
are more likely to relate with the product as well.
 Brand Identity— The outward expression of a brand
including its name, trademark, communications, and visual
appearance that allows consumers to recognize the
original manufacturer.
 Product Name —A critical part of the branding and often
inseparable from its identity, its primary function is to let
consumers associate a meaning to the product.
 Product Message —It includes lines, symbols, graphics,
illustrations, typography, patterns, pictures, etc. to give
consumers an idea of who the product is designed for.
 Place of Origin —Mostly relevant for unknown products.
The source authenticates its history of ownership, its
cultural associations, and the assumptions of the product
quality.
 These cues constitute the tangible attributes of the
product which together form the first stimulus that
consumers respond to, before they consciously
process any information about the product.
 Color—A visual perceptual property that
instantaneously evokes a response and often conveys
a meaning or message without words.
 Shape—The geometric properties defines the form of
product or its container which suggests potential use
of the product.
 Texture—The surface characteristics that help define
a distinctive character and quality of the product.
 Material—The elements that define the surface can
evoke consumers emotional response of the
anticipated product experience.
 These cues define the inherent properties of the product
itself and allows consumers to understand its utility for
their purposes.
 Instructions —An inseparable part of product
communication, they define consumer behaviour around
the product.
 Ingredients—All the key components and/or substances
coupled together to make the product function, defines
its applications.
 Shelf-life— The period for which the product is good to be
consumed, allows for a fair assessment of its value.
 Volume— The quantity determines not just the portioning
and distribution patterns of product, but also affect the
consumption patterns.
 These cues deal with the economics of decision making
process, elevates product perceptions and provide
consumers with information that helps them do a value
assessment of their purchase decision.
 Price— The most objective cue which enables consumers
to individually assess the value of purchase, they equate
their perception of the product or services they will get
against the payment they make.
 Quantity—A measurable property of the product which
signifies the quantum of benefits and justify the product
price.
 Promotion— The information intended to differentiate a
product and increase its demand includes contests,
coupons, rebates, premiums, prizes, and product samples.
 Barcode— The universal product code that allows retailers
to access and organize information necessary to complete
transactions like sales, inventory check and other logistical
operations.
 Rising Standards of Health and Sanitation:
As the people are becoming health conscious they like to
buy packed goods. The reason is that the chances of
adulteration in such goods are minimized.
 Self-service Outlets:
Nowadays self-service retail shops are becoming very
popular, particularly in big cities. Because of this, the role
of sales assistants has gone to packaging.
 Innovational Opportunity:
With the increasing use of packaging more innovational
opportunity becomes available in this area for the
researchers.
 Product Differentiation:
Packaging is helpful in creating product differentiation. The
color, material and size of the package makes difference in
the perception of the buyers about the quality of the
product.
 Cost:
While packaging can do a lot to get customer attention, and
may even add value to a product, it also adds to the cost of
production and the eventual retail price. Packaging can
represent as much as 40 per cent of the selling price of
products in industries such as the cosmetic industry. New
packaging can be expensive to develop, adding to the cost
of products.
 Landfill Impact
Packaging is responsible for significant portions of the waste
stream. According to the Ashland Food Cooperative,
packaging is responsible for about one third of the municipal
waste in the United States. Some waste can be recycled,
but many materials are not appropriate for recycling. Post-
consumer recycled content is often usable only in specific
contexts. Much of the waste produced by packaging ends up
in a landfill.
 Packaging may be described in relation to the type of
product being packaged: medical device packaging, bulk
chemical packaging, retail food packaging, military
materiel packaging, pharmaceutical packaging, etc. It is
sometimes convenient to categorize packages by layer or
function: "Primary", "Secondary" and “ Tertiary” :

 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,
perhaps used to group primary packages together.
 Tertiary packaging is used for bulk handling, warehouse
storage and transport shipping. The most common form is
a palletized unit load that packs tightly into container
 Primary
Packaging

Secondary
Packaging

Tertiary
Packaging
 Paper and Card Board
They are very popular packaging material. They are
very cheap but have very little strength as compared to other
packaging material except glass. Paper cannot pack liquid
material. However they provide opportunity to present article
in colourful & attractive way. It can protect the contents from
moisture to some extent.
 Plastic Material

It has revolutionized the packaging industry. These

types of package are durable & air tight. They can carry liquid
in them and are not heavy & don’t absorb moisture as like
paper.
 Glass Material
Glass packaging does not just protect; it actually adds
value to its contents. The transparency of glass, whether colored
or plain, ensures that the contents stand out visually, allowing
consumers to immediately see the quality of the product
concerned.

 Non Woven Fabric Material

A dynamic, value-added alternative
Nonwoven fabrics are a dynamic, value-added alternative
to more traditional materials. With nonwoven technology, fabrics
can be designed to take on an array of characteristics that other
materials simply cannot match

 Tin and Steel Can

 It is 100% recyclable, without loss in quality.
 It offers convenient, protective packaging, allowing ambient
storage for certain products such as for the clothing and
apparel.
 It provides an excellent barrier against water, oxygen and light.
 It is inexpensive
 Plastic such as translucent plastics with the type of:
 PVC (Polyvinyl chloride),
 PET/PE (polyethylene terephthalate/Polyethylene),
 LDPE (low density polyethylene )
 Paper such as paper board, coated paper, crepe
paper, Kraft paper bag
 Glass Packaging such as jars
 Tin and Steel Can Packaging
Packaging may be divided in various classes with respect to its
protection.
Two Types:

 Close Container Carrying Garment

it is covered completely, individually by merchandise
package
 Open Container Carrying Garments
In open merchandise packages coats, suits or dresses transported
without individual covers on hangers suspended from portable hanger
racks. The shipment package separate properly when it prevent the
crushing of the garment during shipment.

Vacuum Packaging
The function Vacuum Package include
 To reduce the shipment weight of shipping good.

 To prevent the garment from catching dust or odors before or

during shipping.
 To prevent garments from acquiring wrinkles or creases during

shipping.
 To minimize storage space for other manufacturer & retailer.
Packaging has two different functions

 The Distribution Function deals with packaging the apparel in a

manner which permits the apparel manufacturer to ship the
product at lower cost & or in the shortest time to the purchaser
without damaging the quality of the product.

 The Merchandising Function deals with presenting the apparel

product in a manner designed to stimulate consumer desire for the
product.

 Creasing, crushing & dust may affect the quality & have to be
prevented in packaging
 Military apparel & apparel destined for export & shipment to
extremes of climate conditions must be packaged to protect the
product against wetting, mildew, fungus, excessive light and
handling damages.
 Handling damage refers to tears, creases & staining when the
package is broken by shipping handling.
  Men’s apparel packaging design
 Women’s apparel packaging design
In General
Always NEATLY fold the clothes that are being packaged. And because you
can't predict the weather or the handling of the mail carriers anywhere,
it's best to protect the clothes with something.

 Remember...tape is our FRIEND! If you are

packaging the items inside of a provided box,
place the items inside the box and TAPE IT
UP! Take care to cover all cracks, crevices,
openings, etc. with GOOD thick tape.
 usually include some sort of free gift or at
least a personal note with all my clothing
purchases (a coupon, a piece of jewelry, a
belt, etc.). It's an added bonus and
something unexpected to buyers.
 Eco friendly Packaging Idea

 A Fixtures Close Up thread on wood trays in retail

presentation prompts this detour into package design.

 Levi’s 501 Colored Pack

 Lee Never Wasted

 Lacoste ECO / Techno polo packaging by Tom Dixon

 Lee Skinny Jeans Packaging