"Packaging" is the technical term for the packaging of a product intended for sale. Thinking about packaging isn't just about finding a pretty box: there's a wealth of knowledge involved in producing quality packaging that fulfils all its functions, whether marketing or technical.
On the technical side, packaging has five main functions.
Contain
The primary function of packaging is to contain a product, whatever that product may be. It is therefore essential that the packaging adapts to what it contains, for several reasons. Firstly, to ensure that the product is not damaged during transport, whether for professional purposes or by the consumer taking the product home.
Secondly, to avoid losing money. Packaging that's too large or ill-suited will cost the company more, as will packaging that's too fragile or, on the contrary, more expensive because it's too protective for what it contains. Packaging must therefore be designed to contain the product without costing the company more than it needs to.
Protect
As well as containing them, packaging must protect the products it contains. For example, it must protect them from the elements, such as cold, heat or rain. Certain products must also be protected against light and chemical elements, which can be found in certain warehouses and could damage the products.
Last but not least, the elements in the packaging must be protected from shocks, particularly during transport from the warehouse to the point of sale or to the consumer. The consumer must also be able to transport the product without damaging it.
Keep
Sometimes, the products contained in packaging are foodstuffs. In this case, the packaging must be able to preserve the food. Take, for example, foodstuffs that must not be reheated, such as chocolate, which may melt. Packaging must be designed to prevent this from happening. Criteria are very strict when it comes to food preservation, as they are for frozen products.
It is essential that the packaging is designed for optimum preservation, without posing a health risk to the consumer.
Distribute
While the aim of the previous functions is to protect the product during its journey to the consumer, this function is more concerned with the management of the product and packaging by the companies responsible for transporting or delivering it. In fact, packaging is also used to manage the product, providing information such as bar codes, references, etc.
Packaging must therefore be designed to be transportable and storable. You have to think about the packaging to keep costs down in terms of stock (can the product be easily grabbed and moved) and transport (won't the packaging save space when it's being transported).
Distribution also involves product shelving, which must be easy for the end-user. Consumers also appreciate packaging that is easy to put in their carts and store at home.
Use
This last function directly concerns the consumer. When thinking about packaging, it's essential to put yourself in the customer's shoes. Packaging must therefore be both practical and aesthetic: it must give information about the product and show the brand's image (this is a marketing function), but it must also be easy to transport, open or close, and must be easy to dispose of, or even to reuse to avoid waste.
The five technical functions of packaging require careful thought on the part of the company needing to use packaging to transport its products. Each of these functions has an essential role to play in protecting the product, but it must also be practical.
