The four main functions of packaging

Packaging plays a vital role in your business. By attracting the attention of potential customers, it can give you an edge over your competition. And, as consumers, we are exposed to all types of packaging on a daily basis. So, what are the main roles of packaging? What should your business focus on when planning, designing and distributing products for your customers? Here we will provide you with a 4-point checklist of key indicators to consider.

Packaging that helps to protect the product

Packaging protects during storage, transport and even display. It needs to minimise the risk of breakage and provide padding during transport. Again, the right packaging solution will provide a layer of protection against dust, moisture and other potentially damaging elements. Some products are sensitive to light and temperature. The right packaging therefore needs to maintain the optional environment and deliver the product to the consumer intact.

Packaging that offers a degree of convenience

The packaging you design should be convenient for the consumer. For example, if they have ordered a range of skin care products, the packaging sent should allow for these products to be stored or shipped together. Other products need to be stored in a specific way, including bottled liquids. Packaging should provide a safe, secure and tested way to do this in order to build strong brand loyalty with your customers.

Create packaging that helps identify your products

Perhaps you have an extensive product portfolio, or you have a focus product. Either way, your packaging should be used to quickly and easily identify what's inside. The shape of the box, the colour and even the padding inside tell the story of the product the customer has chosen to buy. This can be achieved by simplifying the use of marketing collateral or simply by ensuring consistency in every piece of customer-facing collateral your business produces. However, sometimes you may not want the packaging to identify the product inside. Alcohol, jewellery and other high-value or desirable products are sometimes very tempting targets for opportunistic thieves, so plain unbranded packaging may be the answer to ensuring your package arrives safely.

Packaging should advertise your product

Last but by no means least, the packaging you choose should be able to advertise the product inside. Packaging is one of the prime opportunities to interact with your customers and encourage them to choose your business over the competition. It should sit alongside other marketing materials and be consistent with your overall corporate image. The fonts, images and colours chosen should evoke emotion and encourage people to buy. And, for many businesses, their packaging is as enticing as the product inside.

Since good packaging is so important, are you considering the option of buying the right packaging machine for you? For more information on branded or customised packaging machines, contact the team at Provol today.