Packaging Decisions
Packaging has to fulfill a number of important functions:
- Communicating brand and its benefits
- Protecting the product from damage and contamination during shipment, as well as damage and tampering once it's in retail outlets.
- Preventing leakage of the contents
- Presenting government-required warning and information labels
Primary packaging holds a single retail unit of the product and may be used to:
- Protect and promote products and get attention of consumers
- Demonstrate the proper use of the offering, provide instructions on how to assemble the product or any other needed information
- Display warning or nutrition labels if required.
Primary packaging can be bundled together. Secondary packaging holds a single wholesale unit of the product; packaging is not designed to deliver information to customers. Tertiary packaging is packaging designed specifically for shipping and efficiently handling large quantities. Example includes pallets of goods wrapped in plastic.
