All products made of any materials of any nature to be used for the containment, protection, handling, delivery and presentation of goods. From raw materials to processed goods, from the producer to the user or the consumer.

Containment

Protection

Information & Communication

Brand Identificatio

n

Promotion

Main purpose of the package is to contain the product and keep the pieces together

Makes it easier to ship, store and display

Protects products from breakage, dirt, air, germs, hazardous substances, infestations, etc

Secondary packaging often used: bubble wrap, foam, plastic, Styrofoam chips, safety seals, childproof caps and tamper proof packages

Tells the consumers what the product is and how to use it;

Includes:› Manufacturer’s Name and Address› Quantity› Use-by dates› Directions› Storage and Disposal› Emergency Information or Warnings

Packaging is the silent salesperson – often used by consumers to make selections

Some products are even proprietary design: protected by a patent and can only be used by the manufacturer (ie: Coca Cola bottles)

Creates a product identity – image, target market, etc

Package can often be the reason why the consumer buys the product

Some packages can be useful! The more creative the better – drinking glasses, storage jars, jewellery, souvenirs or collectibles

Innovative Useful for on-the-go lifestyles Easy to use Environmentally Friendly/Earthy

Refer to Notes The Consumer Packaging and Labelling

ActivityChoose two product packages from

internet and talk about the 5 functions of packaging:

1. Protection2. Promotion3. Brand Identification4. Containmen5. Information and Communication

Red: danger, speed, heat, assertion, excitement, hunger, energy

Yellow: warmth, happiness, welcoming, optimism

Green: Freshness, environment, natural, cleanliness

Blue: Coolness, tranquility, calmness, stability, reservation

Purple: Royalty, mysterious, status, elite Orange: friendly, youthful, social,

accessible, affordable, playful Silver: expensive, high quality White: purity, simplicity, cleanliness