The basic function of packaging is to keep the product safe and in condition that the consumer desires to have. Packaging plays a pivotal role in enhancing the overall consumer experience. It goes beyond just aesthetics and branding; it ' s about functionality and convenience.
Supply Chain
Packaging: The Critical Cog In Logistics That Delivers Brands
By Michael Nzule
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.( Wikipedia).
Packaging refers to the process of designing a package for consumer products. Packaging helps in differentiating the product from competitors and makes it easy for customers to identify the product. In addition to that, it also protects the product from getting damaged. Choosing the right packaging for products is not always an easy thing to do. There are many factors that come into play, ranging from legal requirements to branding considerations. The basic function of packaging is to keep the product safe and in condition that the consumer desires to have. Packaging plays a pivotal role in enhancing the overall consumer experience. It goes beyond just aesthetics and branding; it ' s about functionality and convenience. Packaging should be designed with the end-user in mind, ensuring that the product is easy to transport, store, open and use.
Packaging offers the opportunity to communicate features of the product, the brand and visually connect to consumers. Logistics delivers all activities that support the movement and handling of products from production line to the final consumer. This involves handling the product and therefore it influences how the product is packaged. One of the leading packaging materials companies, Tetra Pak has a tagline that in very simple and identifiable words delivers an apt message around packaging, it-“ Protects what’ s Good”. Packaging provides assurance on the safety of the product. This then means that logistics must be configured to manage product move to consumers, seamlessly to deliver that promise too. These two are co-joined! Consumers care about the safety of the product, quality and sustainability of the process.
At the core of packaging, there are three main types or categories, namely primary packaging, secondary and tertiary packaging. Primary packaging is the type of packaging that directly contains the product. Examples include bottles, sachets and tubes. This type of packaging has direct contact with the product. The functionality of the primary package is to protect, preserve and to maintain the product integrity.
Secondary packaging on the other hand groups multiple units of the primary packs to form a store keeping unit( SKU). This facilitates handling and storage.
Tertiary packaging is also known as bulk or transit packaging. It is used to group larger quantities of SKUs for transportation, from the production facility and warehouses to the point of sale. It ensures efficient handling and protection during shipping. Examples of tertiary packaging include various types of containers used for different types of cargo in ships or for road transport.
From a branding perspective, packaging is a crucial visual representation of a brand. It serves as a key touchpoint in creating a connection with customers and communicating brand identity, values, and telling the product story. From a branding point of view, there are crucial points that talk to why packaging matters and is at the very core. Packaging offers the first point of contact and brand recognition. Packaging is the first thing that a customer or consumer sees. This gives the opportunity to make the first impression. The consumer, given a wide choice of products at display will always be guided by the first impression, and that is created by the packaging used. Great products may just miss out on being chosen at this point. Packaging therefore carries the brand story. A well-designed packaging can help a brand stand out from competitors and establish brand recognition. Consistency in packaging design across products reinforces brand recognition and builds trust.
The basic function of packaging is to keep the product safe and in condition that the consumer desires to have. Packaging plays a pivotal role in enhancing the overall consumer experience. It goes beyond just aesthetics and branding; it ' s about functionality and convenience.
Packaging supports communication of the brand identity and values. It goes without saying, that packaging must reflect the brand personality, values and the exceptional selling points. Packaging embodies fundamental elements of the brand, like colour pallets, preferred fonts, images and materials that must be aligned to the overall brand aesthetics.
Packaging is used to enhance customer experience. The quality of packaging can elevate the customer experience and sense
24 MAL65 / 25 ISSUE