In the demanding world of packaging, efficiency relies on the success of multiple functions. Among these seven key functions, two have a technical aspect, while the other five are deeply rooted in commercial and marketing aspects. Discover in our article the seven key functions that define the very essence of packaging
The 2 Technical Functions of Packaging
Function 1: Protect and Preserve
The primary role of packaging is to contain, protect, and preserve the product.
- Protect: The choice of material becomes critical, as the packaging must defend the product against various external conditions such as cold, heat, and shock risks. A thorough consideration of the material’s specifics is essential to make the best decision.
- Preserve: The packaging must also ensure optimal preservation of the product, particularly for food items. The compatibility between the packaging and the content is crucial to meet the product’s needs.
Function 2: Distribute
At the distribution level, packaging is linked to the transport and storage of the product. This part also concerns the use of the product by the consumer. Packaging must facilitate the transport and handling of products, ensuring optimal shelf arrangement, thus optimising in-store presentation and attracting consumer attention. Different types of packaging formats are used by brands, including lay-flat pouches and stand-up pouches.
The 5 commercial and marketing functions of packaging
Function 3: Alert and attract at first contact
Packaging is much more than just a wrapper; it is the first interaction between the product and the consumer. Its design, beyond being aesthetic, must alert and attract attention.
Comparable to a visual advertisement, the choice of colours, shapes, and materials is crucial. Some even opt for packaging made from certified sustainable materials, thereby reinforcing their eco-friendly commitment. Each element of the packaging plays a vital role in capturing attention and creating a desire to purchase.
Function 4: Instantly attribute
The consumer must be able to instantly connect the packaging to the brand. The company’s visual identity, embodied by the logo and colours, becomes the means of this immediate attribution. With the help of packaging with unique colours and design, brands create a distinctive brand identity. Thus, even among a multitude of choices, the consumer can immediately recognise the brand and its products. This quick attribution enhances memorability and attachment to the brand.
Function 5: Inform the consumer
Packaging goes beyond its aesthetic role; it is a source of detailed information. There are two types of mentions on packaging, mandatory mentions and optional mentions.
Among the mandatory mentions, we can cite: the list of components or ingredients, the consumption date or the net quantity.
The optional mentions, on the other hand, aim to create added value. Brands can add information concerning usage specifics or even quality labels.
Function 6: Position strategically
Packaging is also a strategic instrument for brand positioning. Adapted to the market and the target clientele, it creates an immediate connection between the consumer and the brand.
Consistency between the brand’s values and the packaging is crucial. Inconsistent positioning can cause discomfort for the consumer, highlighting the importance of visual and textual communication in line with the brand’s values. If you want to learn more about the use of logo colours and their meaning on packaging, discover our article here.
Function 7: Preserve the environment
At a time when environmental concerns are growing, packaging must anticipate the end of the product’s life. Restrictive regulations on the use of plastic highlight the need to consider sustainability and recycling. Companies must integrate this environmental dimension into their thinking about the product life cycle, by adopting responsible practices and recyclable materials.
To deepen your knowledge and choose the optimal packaging for your product, refer to our complete guide to flexible packaging.