The choice of primary and secondary packaging represents a crucial dilemma for brands, particularly those seeking to source customised flexible packaging. This delicate decision requires careful evaluation, as it concerns both the visual appeal of the product and its maximum protection. Discover in this article the difference between the types of packaging and their importance for your brand.
The roles of packaging for brands
Packaging goes far beyond its simple function as a container; it truly embodies the visual identity of a brand. This aspect transcends aesthetics, acting as the very first tangible point of contact with the consumer. Deliberate choices of colours, graphics, and materials contribute to creating a distinctive identity, establishing an immediate emotional connection.
Moreover, the function of packaging encompasses various aspects, ranging from protection to practicality. As the guardian of the freshness and quality of products, packaging ensures an immediate physical barrier, guaranteeing overall protection during transport. At the same time, it must be designed with a practical approach, thus offering a smooth user experience.
Type of Packaging: Primary and Secondary Packaging
Primary Packaging: The Guarantee of Freshness
Primary packaging, the first direct protective layer of the product, serves as an immediate barrier against external elements. Its fundamental role is to ensure the preservation of the essential characteristics of the product, whether it be freshness, quality, or safety.
Examples of primary packaging: doypack pouch, stick pouch, flat pouch, kraft pouch, bottles, boxes.
Function of primary packaging:
- Product identification: It ensures the identification of the product in accordance with current standards, displaying crucial information related to its use, such as the expiry date, as well as other essential data.
- Impactful brand image: Depending on the product, it also plays a major role as a brand identification tool, aiming to capture the consumer’s attention more prominently.
- Visual stability on the shelf: It guarantees a stable position on the store shelf, preventing any fall that could compromise the product’s presentation.
- Complete isolation: Its role includes ensuring complete isolation of the contents, thus preserving the integrity of the product.
Secondary packaging: Overall protection
Unlike primary packaging, secondary packaging encompasses the entire packaging. Its function goes beyond the direct protection of the product, offering an additional layer of security.
Example of secondary packaging: Pallet cartons, the formats vary according to logistical and marketing needs.
Function of secondary packaging:
- Protection against stacking and handling: Whether in the warehouse or at the point of sale, secondary packaging is designed to withstand stacking and handling during transport, thus ensuring the integrity of the product by preventing any damage.
- Containing a defined quantity of products: The function of secondary packaging is to optimally house a predetermined quantity of products, ensuring an orderly and efficient arrangement during transport and storage.
- Capturing the customer’s attention: Particularly crucial for secondary packaging intended for public sale, their design aims to attract the customer’s attention, offering a visually appealing presentation to spark interest and engagement.
The factors that determine the choice of packaging
1. The characteristics of the product
When choosing packaging, it is essential to identify the nature of the product you are packaging. Ask yourself the following questions:
- What is the state of the product (liquid, solid, gaseous)?
- What is its weight?
- Is it a fragile or dangerous product?
- Is the product perishable?
Adapting the type of packaging to these essential characteristics ensures optimal protection and appropriate presentation.
2. Production and packaging process
At the heart of packaging creation, the packaging shaping process plays a crucial role and can benefit from various solutions, including the engagement of co-packers, the use of film rolls, and bagging systems. Whether the packaging is done manually or automatically, these key elements have a decisive influence on the diversity of formats.
Integrating a co-packer, a partner specialised in the field of packaging, represents a significant lever for improving operational efficiency. These professionals bring sharp expertise in managing the different phases of packaging, thus contributing to cost optimisation while ensuring high-quality production. Film rolls, integrated into the automated packaging process, provide remarkable flexibility in creating various packaging formats. Their use allows precise adaptation to the specific requirements of the product, thus promoting efficient resource management.
3. Environmental impact and waste management options for packaging
Environmental responsibility has become an imperative. The ecological impact of packaging waste, as well as recycling options, are increasingly important criteria in the choice of packaging. Brands must align with sustainable practices to meet the growing expectations regarding environmental responsibility.
Today, several eco-friendly packaging options exist in France, including recyclable plastic bags and kraft paper bags. Maison Joliette has made this eco-friendly choice by adopting kraft paper doypacks to package its puzzles.