Packaging

What is packaging?
Why is packaging needed in marketing?
Types of packaging
Information on packaging

What is packaging?

Packaging is a material or product designed for the storage and transportation of goods. It is used for virtually all categories of products. Even items that can be purchased in retail without packaging, such as fresh vegetables or clothing, are packed in boxes, pallets, and other containers during the transportation to stores.

In some cases, selling products without packaging becomes impossible. This applies, for example, to liquids or multi-component products. However, packaging is not limited to just functional aspects. Its development involves not only technologists but also marketers, designers, and other specialists, highlighting its importance in the production process.

The industrial revolution opened new horizons for mass production of packaging. In the 18th century, lithographic printing was invented, allowing images to be applied to packaging. In the 20th century, packaging became an integral part of our lives and even entered the realm of art, as demonstrated by the works of Andy Warhol.

Why is packaging needed in marketing?

Packaging serves several key functions, of which three main ones stand out:

Protective: ensures the product remains in perfect condition until it reaches the consumer.
Informational: provides the consumer with all necessary information about the product, such as the manufacturer, composition, storage conditions, etc.
Optimizing: allows grouping products or their components that the consumer should receive together, such as a smartphone and a charger.

In addition to these functions, packaging also plays an important role in marketing, addressing several tasks:

Branding: helps convey the brand's values to consumers, increases brand recognition, and defines the target audience.
Merchandising: highlights the product on the shelf, attracting buyers' attention with unusual shapes or bright designs.
PR: unconventional packaging can generate public interest and become a reason for media publications.
Advertising: packaging often features information about other products from the brand, as well as QR codes for quick access to online resources.
Customer: creates a unique experience for buyers, as Apple does with the packaging of its products.

Types of packaging

Packaging is divided into several types:

Production and consumer

Production packaging is designed to protect products during storage and transportation. The main characteristic of this type of packaging is durability, as it is not intended for direct contact with consumers.

Consumer packaging is the outer layer in which the product reaches the end buyer. It must not only protect the product but also attract attention, ensuring proper storage until it is opened.

Internal and external

Internal packaging comes into contact with the product, preserving its original appearance and protecting it from adverse factors. External packaging, on the other hand, serves to protect the internal packaging and the product as a whole, and it may also perform marketing functions.

Information on packaging

According to Article 10 of the Law "On Consumer Rights Protection," manufacturers are required to provide certain information on packaging. This includes:

The name of the product, reflecting its essential characteristics.
The name of the manufacturing company and its legal address.
The contact information of the supplier.
The country of manufacture.
The shelf life or expiration date of the product.
The size of the product, including weight or quantity.
The EAC mark, confirming compliance with the requirements of the Eurasian Economic Union.