Everything related to the designing and production of the wrapper or container of a product is called packaging. It is the process where new, more efficient and better packages are designed. A product becomes safer and easier to handle with the help of packaging. Packaging makes for the first impression on a buyer.
Good packaging attracts customers and increases the probability of a customer buying the product.
Example 1 – Coca Cola
In 1915, Coca Cola designed its curvy glass so that it could be distinguished by the people by its feel or by the looks when it lies broken on the ground even if it is in the dark. It is now one of the most famous product shapes in the world.
Advantages of Packaging
- It prevents the breakage, leakage and spoilage of products.
- It protects the product from factors like light, air and heat that might damage the product.
- It is economically suitable while transporting a product while ensuring its safety.
- It creates a positive image in front of customers while gaining their confidence.
- It is a strong selling strategy.
- It Promotes sales of products and expands the market for items.
- It looks better when on display in retail shops.
Example – Pepsi
As stated by PepsiCo’s India’s Chief Marketing Officer, “I can put up the best TV screen here, and people won’t see my ads as many times as they see this,” he says. By “this”, he was implying packaging.
He further stated, “Even if a consumer watches our ad, it’s for 30 seconds and a one-way story.” Bottles, on the other hand, are held for anywhere between 10 minutes and an hour.
A label displays information about the product for its customers. There is always a label on a product. Labels might also exist in the form of tags added to a product. They are the printed matter on the package of a product.
Labels can be either of the two
Intricate, elaborate and well-designed graphics that make up a part of the packaging. Or Simple tags attached to the product or packaging. It could have a lot of information, or it could only have just the name of the product. The law states that a label should have certain specifics stated on it always, irrespective of how the sellers want it to be.
A label display information of the following
- The product’s manufacturer
- The place of manufacture of the product
- Ingredients of the product
- Directions to use the product
- The precise date on which the product was made and the expiry date of the product
- Price of the product
- Name of the brand
- Net quantity of contents
Types of labels
- Brand labels: The name of the brand appears on the brand label
- Grade labels: The quality or standard of the product is displayed on the grade label.
- Informative labels: Information about the contents of the product, care instructions, directions for use, price, performance, manufacture date, expiry date and any information related to precautions that need to be taken while using the product are displayed here.
The role of the FDA (Food and Drug Administration) is to assure the safety, wholesomeness and proper labelling of foods sold in the United States. This is with respect to both domestically prepared and imported food.
The federal laws overlooking the food under the FDA’s jurisdiction are The Federal Food, Drug, and Cosmetic Act (FD&C Act) and the Fair Packaging and Labeling Act.
Example 3 – Nike Air
The Nike Air Max shoe was released many years ago. This shoe’s old packaging used to be a brown cardboard box with an orange logo. As a strategy to attract more customers, Nike switched to a more ‘futuristic’ packaging. The shoe retailer hired a Berlin-based design agency called Scholz & Friends’ for the same.
Scholz & Friends’ gave the packaging a completely new look by creating a bubble-shaped package made out of plastic, big enough to fit the shoes inside comfortably. This futuristic version of the packaging gives the customers an impression of the shoes floating mid-air.
Example 4 – Thelma’s
As a part of global branding, Saturday Mfg, the creative agency hired by Thelma’s, designed beautiful stove shaped packaging for them. Delivering fresh to order, homemade cookies to customers in carton’s shaped like ovens worked well for their brand image.
Example 5 – Sony Sells Waterproof 4 GB MP3 Walkman in Bottles of Water
Sony hired Auckland based advertising agency named DraftFCB to campaign for their ‘NWZ-W27′ Walkman Sports Mp3 player. It was waterproof and an all-in-one device with 4GB internal memory.
A vending machine was repurposed into a one of a kind sales portal to showcase the product’s waterproof feature. It was meant to attract athletes looking for a music player that was waterproof.
For instance – “The Bottled Walkman” was sold in gyms all over New Zealand from vending machines right next to neon-blue Gatorade bottles. The idea was to place the product in places where the targeted audience hung out in reality instead of in stores.
Example 6 – Smirnoff Caipiroska
The famous Brazilian drink, Smirnoff Caipiroska, hired JWT, a design agency, to launch their new flavours. JWT based the texture of the bottles on the flavours it contained, i.e. lemon, passion fruit and berries.
The diagonal perfusions on the bottle made the customers feel like they were peeling the fruits that the drinks were made of.
Example 7 – Toblerone
Toblerone set itself apart with its triangular shape unlike other chocolate bars wrapped in paper and foil. The unique shape is so well thought of and identifiable that the chocolate can be recognised even without the packaging and branding. In 1908, Theodor Tobler of the Tobler Company, a famous confectionery in Bern, Switzerland developed Toblerone.
The word Toblerone is a portmanteau of the name of its creator “Tobler” and “torrone” meaning nougat in Italian. Table patented his creation in 1909 after realising that he had a sell-out on his hands based on its shape and packaging.
It was the first patented milk chocolate that contained honey and almonds. Until 1968, the recipe of Toblerone remained unchanged, after which the dark version of it was introduced.
Examples 8 – Products with Famous Packaging
- Red Bull Can
- Starbucks Cups
- Ferrero Rocher
- Perrier – French brand of natural bottled mine
- Kinder Joy
- Kit Kat
- Cadbury Dairy Milk
- Corona Beer