Packaging is all the science, technology and art of protecting or enclosing goods for easy accessibility, storage, distribution, consumption, and / or usage. This includes packing and shipping. Packaging also goes hand in hand with the marketing technique. Packaging generally refers to the creative process of developing, designing, testing, and creating individual packages. In addition, it involves production, commercial viability, economics of packaging, and other aspects such as the customer’s preferences, quality characteristics, security, appearance, usefulness, and purpose.
The success of any product or service largely depends on how well it has been packaged. With the advent of new technologies, more packaging methods have been developed and introduced to help in packaging various products effectively. However, in the business world, these methods have become a part of branding and marketing, which helps consumers recognize products or services. Hence, packaging and branding play a vital role in the branding and marketing of products and services.
The most important thing for packaging and branding is that the container and the packing material should reflect the nature and purpose of the product or service, which will be placed in the packaging. For instance, in food packaging, the container must be made out of glass so that it does not break and is easy to keep the food intact, especially if it is kept in refrigerators or packed on ice for long periods of time. Similarly, for any tangible goods, a clear plastic container is preferable.
Cardboard and plastic packaging are the usual packaging materials for fragile and perishable goods, whereas corrugated and non-corrugated packaging are suitable for other standard goods. The type of packaging chosen for any particular product or merchandise largely depends on the kind of commodity or goods to be packed. Packaging for delicate and perishable items requires special packaging material, whereas packaging for other common standard products can be carried out with less costly packaging material. Thus, the packaging requirements of different kinds of goods differ.
However, several different types of packaging materials currently available in the market for various purposes. These packaging materials include paperboard, polystyrene pellets, corrugated fiberboard, aluminum foil, cardboard, bubble wrap, shrink film, wooden chips, pvc and several different types of corrugated material. Many packaging companies also provide specialized packaging for specific purposes. There are packaging companies that manufacture packaging for specific purposes, like pet food, cosmetic products, food supplements, medical supplies, cigarette products, alcoholic beverages, energy drinks, e-commerce products, etc.
Today, several packaging options have become widely available. For instance, customized packaging is becoming very popular, as it makes packaging more customized and economical. Moreover, multiple packaging strategies have become popular, as they are cost-effective and facilitate quicker production. Further, there are also new innovative packaging options that are proving extremely useful, such as eco-friendly packaging, recyclable packaging, biodegradable packaging and customized food packaging, among many others.