The 4 Key Functions of Packaging Products

We all know why packaging is important to a business, but what are the functions of a packaging product? Is it to help a consumer identify a brand or to protect its contents? Quite simply, it’s both and more.

Imagine if no products had packaging. Would a customer know what they’re looking at? How would we prevent contamination with the product? How would we encourage consumers to invest in a product purchase?

Packaging is multifunctional and serves great purpose to any company. In this article, we’ll go in depth about each major function and how it all ties together to create an informative and useful component for your customer.

Do You Actually Need to Know the Functions?

Yes, definitely. Knowing the various functions of packaging allows you to determine what your packaging should look like, what information should be included, and what your brand’s overall image is.

Furthermore, knowing the different functions creates a bond with your target consumer as it requires you to get inside the mind of the individual.

Billions of dollars are spent on packaging each year, so it’s only right to know why so much money is invested in this industry, don’t you agree? It is an important sales tool as it encourages a consumer to purchase your product. The 4 main functions of packaging are as follows:

  1. Identification
  2. Protection
  3. Convenience
  4. Promotion

As we delve into each other these points, take a moment to make sure that your existing packaging (if any) checks off each point and think about how you will be able to improve the efficiency of said packaging.

Product Identification

Whether you’re in a shopping mall, a subway station, or walking down the street, you can easily identify an Apple product. But how? Packaging plays a major role in identification, just like it would for any other brand or company. The matte soft-touch white rigid boxes with simple inserts and minimalistic decoration allow a consumer to pick out a specific product from a line up with ease.

Companies are constantly competing for shelf space in an overstimulated retail area and packaging helps a customer identify a specific brand by donning its logo, company’s colours, or vital information of a product. A

As far as functions go, we would consider this the most important one of all as it is a constant and immediate point of reference for a target audience.

Product Protection

Roughly 60% of all packaging is used for food in some way or another. Years ago, most food was sold by weight, placed into a simple unmarked bag and handed to the customer. As knowledge of contamination and damage have evolved, the need for protection has increased.

There are many factors to take into consideration when thinking of the protection of a product such as vibration during transport, microorganisms, and varying climates. Packaging eliminates these concerns as it provides a barrier between external elements and the actual consumer product. The need for protection will only increase in the future, which will only increase the importance of packaging.

Convenience

Packaging needs to be convenient to not only transport, but to store before actual use. In retail spaces such as grocery stores, it is necessary for each area of space to be used, otherwise it is seen as a wasted opportunity to make a sale to a customer. If designers take this space parameter into account, then you can transport and store more packages in a container or lorry.

The final layer of packaging benefits from being a rectangular shape. This is because it allows for easy stacking of packages. The convenience function also forces designers to be more eco-friendly and not waste materials, allowing for more efficient packaging. The shape and form of the packaging determines how well a product will stack on a shelf.

Handles are an important accessory for boosting convenience levels since they make it very easy to carry the product to its final destination. Through the addition of accessories that support this function, the perceived value of the product and brand increases.

Promotion

This is the function that individuals think is the most important. It’s quite similar to the first function of packaging – identification.

The promotion function is related exclusively to the graphic design of the packaging product. It incorporates attractive logos, colours, symbols, text and any other graphic elements. The packaging design is used to influence a consumer’s purchasing decision.

Simply put, packaging components aid sales operations. If the packaging design is attractive enough, then the product is likely to say in a consumer’s home. This constantly reminds the consumer of the brand which encourages repeat purchases.

My Daughter Fragrances packaging done by LeKAC Sourcing Limited

Overall Objective of Packaging

So all in all, we refer to the old adage – you have to spend money to make money. Packaging is a worthy investment as it ultimately helps consumers identify brands, promote products, protect contents and allow for easy transport.

When it comes to packaging and design, our custom packaging specialists are ahead of the curve! Our in-house graphic designer can help you create packaging that is both attractive and functional, while our custom packaging specialists can advise on the best types of products to use.

We’re always happy to help you brainstorm new packaging, just reach out to start a conversation. We look forward to hearing from you!

Gabrielle Ho
gabrielle@lekac.com
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