Why is packaging important?

Packaging is everywhere. In almost everything we eat, dress, and wear in our daily lives. Consumers may see it only as a way to obtain information about the product they are buying, but in reality, packaging plays a very important role in marketing a product. Your product packaging creates the first impression on a potential buyer. Is it a good first impression or a bad one?

Packaging is one of the most important aspects involved in marketing and must be strategically designed or selected. In a world that revolves around brands, it is important to determine how your business will stand out. 

What functions does the packaging have?

1. Content and protection of the products: How to contain liquid, granular or divisible products in any way. In terms of physical protection, packaging protects items from breakage, evaporation, spillage, deterioration, light, heat, cold, contamination, and many other conditions.

2. Product promotion: A package differentiates a product from its competitors and can associate a new item with a family of products from the same manufacturer. The packaging uses designs, colors, shapes, and materials with the intention of influencing the perception of consumers and their buying behavior.

Packaging also plays an important role in presenting information about the product. This information can help sell the product by allowing potential customers to obtain the information they need to make a purchase decision. The information on a package can make the reader buy the product without having to talk to the seller.



3. Ease of storage and use: Wholesalers and retailers prefer presentations that are easy to ship, store and place on the shelves. They also like packaging that protects products, prevents deterioration or breakage and extends the life of the products on the shelves. On consumers' part, they are constantly looking for items that are easy to handle, open, or close, and they often want reusable or disposable packaging.

4. Ease of recycling and eco-friendly: One of the most important issues in today's packaging is compatibility with the environment. Some companies use their packaging to target environmentally conscious market segments.

The packaging of a product communicates many things, from what the product can do for its customers to the values of your company. In fact, it is not surprising that some argue that the packaging is as important as the product itself because it is a crucial marketing and communication tool for the business.