Definition of Packaging

The way any product is packaged and looks on the store shelf plays a big part in whether or not shoppers will be interested in buying it. If the packaging looks drab and boring, shoppers will overlook the product on the shelf and pick up something else. There are several factors to creating successful product packaging. Packaging is defined in the regulations as "all products made of any materials of any nature to be used for the containment, protection, handling, delivery and preservation of goods from the producer to the user or consumer."
Packaging is the process of enclosing, or containing the product in bottles, plastic bags, wrappers, lubes, paper cartoons and boxes etc. For the purpose of displaying useful information regarding the product, its contents, weight, size, price, constituents, usage necessary instruction about the usage and storing the product must be recorded on the package. Package reduces the risk of wastage, spoilage, leakage, metage and evaporation etc. in the process of transportation and storage.

This applies where the product is one of the following:

'Primary' or 'Sales' packaging is packaging which forms a sales unit for the user or final consumer, for example, a box containing soap powder

'Secondary' or 'Grouped' packaging is that which contains a number of sales units, for example, a cardboard outer containing a number of boxes of soap powder. 'Tertiary' or 'Transport' packaging is packaging that is used to group secondary packaging together to aid handling and transportation and prevent damage to the products, for example, the pallet and shrink wrap used to transport a number of cardboard outers containing boxes of soap powder. For the purposes of the Regulations, this does not include road, ship, rail or air containers.

Convenience

The first step after creating a product is to figure out how it will be packaged and presented to consumers. While this varies with different products, some issues to consider, besides material, may include whether the package can be opened easily, can be recycled, is small and compact, or fits enough of the product inside the box.

Graphics

The graphic design on a package is extremely important, because it is the visual design on a product's box that will initially catch the shopper's eye. With food products, it is often a picture of the food on the packaging that entices shoppers to want to give it a try. Products for kids, such as board games or video games, often show comical characters or the animated film character on their packaging to catch a child's eye.

Words

The wording on a box is just as important as the graphics and design of the box itself. Food products draw attention with low calorie numbers displayed prominently on the box. Electronics often list important features of the products on their packaging, such as disc capacity, screen size, special functions and more. The copy used should be minimal but informative.

Consumer Feedback

Once a package design is complete, it is a good idea to test the product packaging out with a focus group of consumers who will give a non-biased opinion. Improvements and changes can be made to the product packaging based on the group's comments.

Research Consumer Demands

Packaging may need to change over time because people's preferences and demands rarely stay the same. A good example is when the packaging of soda cans changed to more convenient pull-out boxes that are placed in the refrigerator.

The Significance of Packaging

Companies place great significance on the packaging of a product, since customers make quick judgments about products based on packaging. The packaging of a product communicates brand, image and usage.

Brand
Brand is a major predictor of how well a product will sell. Being so, companies try to design packaging so their brand is obvious. Sometimes, simply writing the brand is not enough, since customers recognize brands by more than just their name. Hence, many companies spend lots on money researching brand and packaging design.

Image
Since most brands try to convey a certain image, packaging is also significant in that it must complement this image. The image is a way of the brand forming a relationship with the customer. For example, to appeal to a environmental consumer, certain brands may package their products in environmentally friendly ways.

Usage
The packaging also is significant in stating the product's use. When comparing different products in a store, customers use the package to understand the product's utility. If the packaging makes the product seem complicated or unwieldy, some customers will choose not to buy the product. Thus, a company needs to consider how to convey information about their product through its packaging.

Function of Packaging

Protection The fundamental functions of packaging is to protect it from sun, rain, moisture, insects and atmospheric contracts etc. packaging maintain the product fresh and enhances its life. So, we use air-tight containers for certain products. Easy identification Every producer has its own distinct packaging, different from other with respect to design, size, color and other specification packaging helps-us in the easy identification and immediate picking up of the product. Convenience Packaging provides convenience in the transportation and storage of the product. It is convenient for the consumers to use these products. Packaging of Tropicana Real and Frooti Juices facilitates their consumption. Packaging, no doubt helps us in the safe and convenient handling and storing of the product. Sales promotion It is rightly said that packaging works as silent, salesman. It catches the attention of customers, who pick up the product, go through its description and are induced to purchase the product. Self service is becoming more and more common in the field of shopping, where the customer picks up the product himself and makes its payment on the counter. Packaging in these circumstances promotes the sales. Innovative ideas The producers sometime develop innovative ideas about packaging which promotes their sales. For examples, shampoo, tomato ketchup, surf, sugar, milk, oil etc., are sold in small pouches. In addition to the above functions packaging facilities branding of the product. Empty packages have their resale value for customers. Packaging builds image of the product and its producers. The effective packaging is the source of prestige to its producers. Packaging continues to be more important in the modern growing completion, open, display of the product and self service of the customers.

Packaging types
Packaging may be looked at as being of several different types. For example a transport package or distribution package can be the shipping container used to ship, store, and handle the product or inner packages. Some identify a consumer package as one which is directed toward a consumer or household. Packaging may be described in relation to the type of product being packaged: medical device packaging, bulk chemical packaging, over-the-counter drug packaging, retail food packaging, military materiel packaging, pharmaceutical packaging, etc.

Aluminum can with an easy open lid It is sometimes convenient to categorize packages by layer or function: "primary", "secondary", etc.

Primary packaging is the material that first envelops the product and holds it. This usually is the smallest unit of distribution or use and is the package which is in direct contact with the contents. Secondary packaging is outside the primary packaging, perhaps used to group primary packages together. Tertiary packaging is used for bulk handling, warehouse storage and transport shipping. The most common form is a palletized unit load that packs tightly into containers.

These broad categories can be somewhat arbitrary. For example, depending on the use, a shrink wrap can be primary packaging when applied directly to the product, secondary packaging when combining smaller packages, and tertiary packaging on some distribution packs.

Types of Packaging
Protecting goods is very important. Food, electronics, clothes, furniture and other consumer goods all come in packaging meant to protect them during transportation and storage. There are different types of packaging solutions and materials. Packaging can be standard or custom made, for instance.

Paper and Carton Packaging

Paper and carton packaging is used for different types of goods (food, electronics, toys, shoes, kitchenware and even other packaging materials). Paper and carton packaging companies produce wrapping paper, inflated paper, sheets, boxes, tubes, pallets, interlayers, corners, edges and custom protective systems (depending on the dimension and shape of the packed good, the carton is cut and modeled to fix and protect the product). Paper can be used to laminate other materials in order to make them stronger. There is also anticorrosive paper that can be used to wrap goods or to laminate other materials.

Film Packaging

There are multiple types of films used in the packaging industry, most commonly polyethylene (PE), polypropylene (PP), polyolefin and polyvinyl chloride (PVC) films. The films usually come on a roll and are used to wrap goods, cover goods, protect boxes and make other packaging products (such as bags, tubes, bubble wrap and sheets). Films can be used for lamination, printed or perforated. They can be anticorrosive, antistatic, shrinkable or nonshrinkable, and slippery or nonslippery.

Foam Packaging

Foam used for packaging can be produced on a roll or in sheets of different thicknesses. The foam is used to wrap goods or make bags (usually laminated with high-density PE), corners, edges and custom systems. The corners and edges are used to protect flat glass, furniture and sharp edges. Foam can be cut and modeled on the product's shape to fix and protect it. It can be antistatic and has good insulation properties.

Textile Packaging

There are some goods that are best protected by textiles. For example, there are custommade textile insertions used in the automotive industry to protect car parts during transportation. The textile insert is put on a metal frame that fits into a metal container. There is also textile material used for box covers.

Plastic Boxes and Containers

Multiple types of plastic boxes and containers are used in all industries. For example, in the food industry there are plastic containers for goods like ketchup, yogurt, milk and juices. Plastic boxes are mainly used for transporting goods and are reusable. They can be stacked, folded when empty to save storage space and recycled.

Packaging Systems

Packaging companies offer different types of systems that can be divided into two categories: special solutions and packaging machines. The special solutions are used for valuable products that don't have a regular, simple shape. For example, parts of airplanes or expensive decorative glass objects need special solutions to be packed. The goods fit perfectly into the packaging and are protected against damages. Packaging machines are used for wrapping (wrapping the stretch film on the pallet), strapping (applying and sealing straps on boxes), sealing (with tape for boxes and with heat for films) and shrink wrapping (applying PVC or polyolefin film on products or boxes). There are also machines that inflate film, paper and instant foam.

Other Types

Adhesive tapes are also considered packaging materials, as they help seal boxes. They are usually made out of PE or PP film that has acrylic or solvent glue applied to it and that can be printed on. Strapping tapes are usually applied on boxes or pallets. They are made out of PE or PP and can be printed with one color. The standard colors are black and clear for PP and green for PE.

Learn Package Design

Package design is an essential part of visual arts design training. This subject is heavily dedicated to marketing and advertising. There is extensive study of both package industry standards and designs as well as standards of print and printing.

Traditional Education
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Package design courses can be completed in most graphic design programs. The course content may include print standards and practices as well as real-world package design done by the students.

Books
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Books covering package design exist as both reference and instruction material. Look for books in color with high-quality photographs of packaging. Locate useful lists compiled on the topic online.

Conferences

Check online or with AIGA, the professional association for design, to find out when and where package design training and conferences are being held. These daylong or weekend courses can be an excellent starting point as well as a way to supplement an existing understanding of the topic.

Other Publications

Additional educational material is available online as well as in print publications like Communication Arts. These semiannual publications provide valuable insight into current industry standards and trends.

Product Packaging Laws

Product packaging laws exist and are enforced to some degree in every modern trading nation on the globe. These laws are divided into two distinct aspects: product packaging and product labeling. Both areas are designed to increase consumers' safety and confidence. Without these laws, domestic and international trade would be greatly hampered.

Labeling

Packaging laws that focus on product labeling ensure that consumers know what they are purchasing and are not being misled regarding the products' contents or effects. Key areas generally covered include: quantity or size, composition, method of manufacture, place and date of manufacture, fitness for its stated purpose, and endorsements by organizations or individuals. The specifics of laws covering these areas may vary slightly from country to country, but in general, the scope remains consistent.

Packaging

Packaging laws vary a little more widely from one trade nation to another. All legislation in this area focuses on making sure certain products are transported safely from manufacturer to retailer to consumer. Also, packaging laws impose standards regarding materials used, package dimensions and durability. Some countries have gone further to regulate specific areas of product packaging. For example, in a 1991 effort to increase sustainability, Germany legislated that all manufacturers must take back (recycle or reuse) all primary packaging (crates, drums, pallets, etc.). In 1992, manufacturers, distributors and retailers were obligated to take back all secondary packaging (cardboard boxes, blister packs, or theft prevention packaging). Then in 1993, manufacturers, distributors and retailers became obligated to take back any packaging necessary to distribute the products to the point of sale (cans, plastic bottles, glass containers, etc.). In July 2009, France adopted new packaging laws limiting product packaging to what is necessary to safely distribute products. This translated into a drastic shift in how luxury products had been packaged.

Packaging in America

The United States has one of the most comprehensive sets of packaging and labeling legislation. Over 200 laws work to regulate labeling and packaging of consumer goods produced and distributed domestically and internationally. In 1906, the Food and Drugs Act was one of the first acts of legislation aimed at ensuring consumer safety through the control of product packaging and labeling. Today, the FDA reports that it regulates over $1 trillion in consumer goods each year.

Compliance

No matter which modern trade country you choose to distribute your goods in, being found out of compliance is a criminal charge. Depending on the country, non-compliance could result in product confiscation, significant fines and penalties, revocation of licenses to distribute, and/or incarceration. Maintaining public safety standards is a serious

concern in developed countries and shouldn't be taken lightly by those who wish to trade within their borders.

Packaging Your Brand

There might not be any business aspect more important than the company brand. Your choice of packaging can greatly affect how that brand is viewed by the consumer. Unfortunately, your packaging choices need to consider much more than your company's image. Making sure you balance distribution requirements and marketing concerns with the product packaging laws of the countries you are distributing in will determine how your product looks when it finally arrives on the retailer's shelves. Non-compliance is not an option.

Product Packaging Ideas

The packaging of a product is your last line of marketing. If your product competes with other products sitting on the shelf of a department store or grocery store, it is important that your packaging diverts attention from your competitors. What the packaging says could be the last selling point that closes the deal. When designing packaging, consider cost and environmental benefits along with the look.

Know Your Audience

Different products attract the attention of different people. Your packaging design should fit the product and capture the essence of the people you are marketing to. Axe Shower Gel has a rugged and strong package design that appeals to young men. Kids are attracted to bright and fun colors with animal characters on it. The Horizon Organic milk cow implies that the child will have fun drinking the milk.

Environmentally Friendly

More and more people are seeking products that reflect an eco-conscious lifestyle. Minimizing packaging to allow the product to shine through not only allows customers to see the product but to reduce waste. You can also make packaging that can be reused for other purposes. Packaging designs made out of recycled materials is also very popular among consumers.

Freebies

Ask any child who waited to find the detective decoder ring at the bottom of the cereal box, getting free stuff with your product is fun. Depending on your product, you can offer posters, puzzles or stickers. Sell a book with a CD that promotes a product you are crosspromoting. A few songs on a CD can give a customer a taste of what they should look for to buy the complete version.

Cost

When looking at packaging, you need to consider the materials that will be involved in the packaging. Beyond just the simple cost of packaging materials, there will be costs to ship your product and they will increase if you packaging design is an odd shape or oversized. Many great packaging designs use little packaging at all. Candle-Lite became a major grocery store seller by having nothing more than a small label on the back of a clear jar. The product glowed (on the shelf and after being lit) and allowed consumers to know exactly what they were buying.

Choosing the Right Product Packaging

With todays complex supply chain and compliance requirements, manufacturers have a lot to consider when making packaging decisions. Here are some tips on choosing the right packaging for your product from Michael Smyers, CPSM, business development manager, and Matthew Paul, supply chain consultant, of Fort Myers, Fla.-based supply chain management and customs firm Allyn International Services. 1. Review relevant regulations. If you are shipping overseas, familiarize yourself with regulations such as the International Standards for Phytosanitary Measures. Non-compliance can result in product returns, shipment delays, and extra costs for inspections and/or repackaging. 2. Ask for customer handling, receiving, and inspection requirements. Shipping departments should be aware of typical packaging requirements, such as labeling specifications. 3. Consider the transportation mode. Each transport mode subjects shipments to different levels of environmental exposure, physical forces, and re-handling. Also, security and cargo liability regulations are usually mode-specific. If shrink-wrapped or banded shipments are opened for examination, cargo may be damaged later in transit. 4. Look at the products physical traits. To reduce cargo damage from transport, storage, and handling, determine susceptibility to water, sunlight, temperature, and physical stress such as compression, impact, vibration, and surface contact. Perishable, hazardous, and high-value products may require special packaging.

5. Know if the product is subject to inspection. Products are often inspected upon delivery for quality conformance and accurate ship count. When receiving more than one item, the end customer may prefer a bulk package that can be easily opened for inspection, then resealed for movement to the warehouse, factory floor, or store shelf. 6. Reduce the packaging profile. Freight rates for less-than-containerload ocean and air parcel shipments are typically structured on a weight/measure basis. Dense cargo is billed at the actual shipment weight, whereas lighter cargo is billed according to the volume displaced. Reducing the packaging profile can cut freight costs. 7. Build in visibility. No matter how lean the supply chain, most products will be stored or handled multiple times. To increase visibility and chain of control, incorporate bar codes, radio frequency identification tags, and GPS technology into the products packaging. 8. Consider reusable designs. Reusable packaging can achieve lower total costs and improve sustainability. A reverse logistics program and committed supply chain partners are prerequisites to initiating a reusable packaging program. 9. Be conscious of extended producer responsibility (EPR) initiatives. EPR reforms, which several governments have instituted, make manufacturers responsible for a products entire lifecycle. Some companies are including return packaging and incorporating reverse logistics with their products, so consumers can easily return items such as electronics devices for recycling, instead of discarding them. 10. Use eco-friendly materials. Choose sustainable packaging materials such as recycled corrugated cardboard and cornstarch-based packing peanuts.

Design Product Packaging

Designing the right packaging for your product favorably impacts on its marketability. A customer's first impression of your packaging affects her decision whether to buy your product. Learn how to design a product package that is strong enough for shipment, while at the same time, attractive enough to persuade your customers to purchase your product and not someone else's. When you launch your product, you only want to design the best packaging for it.

Instructions
1.
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Gather as much information as you can about the store where your product will be sold. Find out information about who will buy your product. Decide how much your product will cost.
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Sketch a few ideas for your product packaging. Make at least 17 drawings.
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Determine the structural design of your product packaging. Consider your product package size and shape. Make sure that the packaging would make it easy for your customers to handle your product.
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Design your package cover. Prepare a layout that will show what you want your final packaging to look like. Take a few photos of it.
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Select the photo you want to use in your prototype. Apply the photo to your packaging.

Test your prototype. Be sure that your packaging is strong enough to protect your product during shipment. Make sure that your packaging appeals to customers.
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Buy registered barcodes for your product's packaging. The barcodes will allow your products to be scanned at the retail store's check out counters. Search the internet for various companies that sell barcodes.

Safety Label Requirements

Various federal organizations enforce standards mandated by federal law for the creation of safety labels. The Food and Drug Administration (FDA) and the Occupational Safety & Health Administration (OSHA) are two of the major agencies. These safety labels have strict requirements to ensure that consumers are aware of all potential hazards that are associated with the products.

Medicine

The FDA regulates certain information that must occur on a container of medicine. The active ingredient of the product and the amount of that ingredient per unit must appear. The symptoms or diseases that the product will treat or prevent, the inactive ingredients, the directions for usage and the storage instructions for the product must be included. One of the most important aspects of the label is the warnings, which may include possible interactions and side effects. Other warnings may include instructions to keep

the product out of childrens reach, and instructions on when to consult a doctor and when not to use the product. The label also includes the product expiration date.

Hazardous Materials

There are specific colors and lettering styles used on hazardous material safety labels as set forth by OSHA. Danger labels are those that indicate an immediate hazard of death or serious injury. The heading of DANGER should be printed on a red background with white letters, along with a safety alert symbol (an equilateral triangle around an exclamation point) and a message with black or red letters on a white background. A warning label is for a situation with some risk of death or injury that is not as serious as danger. The label must say WARNING written in black with an orange background, along with the safety alert symbol and an explanation printed in black on the lower portion of the label. Caution labels are for situations that may result in minor or moderate injury. CAUTION is written in black letters on a yellow background with a safety alert symbol and a message written in black.

Toys

There are many different labels for toys, depending on the nature of the toys and the ways in which they are used. There are different labels for aquatic toys, crib and playpen toys, toy chests, toys that contact food, toys that need to be assembled by adults, small balls and balloons, mobiles, and toys with sharp edges. The labels often have an age grade label between 0 and 14 years to specify the age group that can play with the toy safely. CAUTION or WARNING notices are required for some toys, along with the safety alert symbol. There are updates occasionally to the document that states these regulations, which is the US Standard Consumer Safety Specification on Toys.

Food

Food labels are regulated by the FDA and contain nutrition information, ingredients and warnings. The nutrition information provided includes the serving size, caloric content, and the amount of vitamins, fat, protein and carbohydrates per serving. The product may contain several warnings near the ingredients such as Manufactured in a plant that sorts nuts and seeds to warn people who may be allergic to those items.

Become a Packaging Designer

The clever logos and bright colors used on products seen in every aisle of your local grocery store are created by packaging designers. A packaging designer takes product information and brand names into account when she creates an appealing exterior for thousands of products. You need knowledge of consumer products and graphic design to become a packaging designer.

Instructions
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Enter the packaging design profession by completing an undergraduate degree in communications design. This area of study combines the theories of a communication degree with practical applications required in graphic-design courses.
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Arrange for an internship with a local design studio as you study to become a packaging designer. This internship may require a great deal of administrative work, but you can also get firsthand experience with a variety of design projects.

Locate temporary positions in graphic design with an advertising agency. A few months working on an ad campaign for a clothing line will help you learn branding principles and the business side of packaging design.
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Take the initiative to learn design software early in your career to become an effective packaging designer. Your intimate knowledge of popular design suites will allow you to complete projects in a timely manner.
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Apply for freelance design opportunities immediately after graduation to build a project portfolio. A series of short-term freelance positions will give you samples to show employers and build your reputation among leaders in packaging design.
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Register for courses in typography and printing techniques through art schools in your region. These courses give you the grounding in basic production methods needed for a long career as a packaging designer.
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Build a coherent portfolio that follows your career from your first college project. Your mock-ups, sketches and finished packages should show a progression of your skills, without excessive interpretation.
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Specialize in a particular industry early in your career to find work as a packaging designer. You should choose a consumer product that you have used in the past and that inspires great work. Employers will look for specialization in a particular part of the retail market for higher positions.