It’s an accepted fact that people judge by appearance, and nowhere is this true than on the retail shelf. When it comes to FMCG product purchasing behavior, consumers judge a product by its packaging.
After all, it is the customer’s first interaction with the product. It is the first thing he sees and touches. For an undecided customer, it’s usually this first impression that makes or stops them from buying. No wonder, then, that packaging is considered an important tool for marketing and brand building.
Purpose of the packaging
Marketing is much more than just the face of your product. Packaging serves many practical purposes:
Protection
This is the first and most important purpose of packaging. It physically protects the goods from damage caused by sunlight, dust, temperature changes and contamination; it protects against the loss of nutritional value, e.g. denaturation of proteins, oxidation of fats, etc. The packaging preserves the hygroscopic properties of the product.
Information
One of the most important functions is the communication of product information that can help consumers in their decisions. An example of such important information is food labelling. The trend toward healthier diets has highlighted the importance of labelling, which allows consumers to carefully consider alternatives and make informed choices. In addition, evolving mandatory requirements demand that the manufacturer provide certain information. This information typically includes directions for use, storage instructions, ingredients, warnings, hotline information, and any government-mandated warnings.
Transportation
On the way from production to consumer, goods must be transported, distributed, stored and kept. Packaging provides durability and strength so that the goods can withstand the stresses of transportation and make handling more convenient for everyone involved.
Security
To ensure that goods are not tampered with, packaging is critical. A product’s packaging protects the goods from foreign elements or alterations. High-quality packaging reduces the risk of theft.
Convenience
It is the age of packaging innovation – and breakthroughs that improve convenience, ease of use and sustainability are always appreciated.
However, basic considerations remain important: ease of opening, pouring and resealing, reusability of containers and ease of disposal of discarded packaging.
