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Packaging usually refers to the process of designing, evaluating and producing products in a way that might be appealing to the customers. Packaging is an integral part of a product. It’s like a product’s dress. Studies show that about 75% of the consumer packaged goods fail to earn even £6 million during their first year due to lack of proper packaging.
What is Packaging Typically Made Of?
In recent years, packaging has slowly been moving to become more environmentally friendly; companies from all over the world are doing their best to reduce carbon emissions but which materials are we still relying on to produce the packaging we need?
- – Plastic– 53%
- – Paper- 25%
- – Glass-10%
- – Aluminium– 189,000 tonnes
- – Steel cans-13 billion
Why is Packaging Important?
Packaging is extremely important, that’s why companies spend so much time trying to perfect their own. Not only does packaging protect the product being sold, but it is also tasked with preserving the product, decreasing costs, informing potential consumers, educating those consumers, providing hygiene and facilitating product differentiation. Without packaging, consumers would likely struggle to identify your products, no matter how great they are. So ultimately packaging decides the success or failure of a product, so packaging the product properly is more important than you think.
Let’s have a look at the Revenue from Packaging Services between 2012 and 2016 in UK (in £ millions)
- – 2012 – 5570 million pounds.
- – 2013 – 5834 million pounds.
- – 2014 – 6167 million pounds.
- – 2015 – 6260 million pounds.
- – 2016 – 6276 million pounds.
Apart from the plastic and cardboard wrapping the products come in, there are boxes, labelling and the foam packaging and paper packaging, also tasked with protecting what’s inside.
The Need for Effective Packaging
- – Dramatic increase in consumption
- – Availability of supermarkets
- – Huge range and choice
- – All year round product availability
Packaging today isn’t just a box it’s both art and science, where companies regularly conceive and innovate their packaging to compete with one another.
Help from Neurodesign
Neurodesign delves deep into the human brain to determine how the brain perceives each packaging design. Studies show that the details of the packaging help a person to determine what the product will be like.
How Emotions Come Into Play
Emotions play an important role in the whole product experience, which begins right after we get the product in hand. When a person first sees a product, the brain determines if the product is pleasant or unpleasant based on colours, shape and even messaging.
The ‘Touch’ Factor
Since humans are more driven by the way something feels, retail packaging has introduced new innovations that allow customers to feel the product. Such innovations put strategically placed holes that allow customers to touch the product inside.
Master Hacks of Effective Packaging
The first and foremost hack to an effect packaging is to meet the demands of:
- – The Product
- – The legislation and environment
Secondly it must meet the demands of:
- – Production
- – Distribution
- – Storage
And it must finally meet the demand of:
- – The Consumer
- – Retailer
- – Marketer
As time has passed, we have slowly managed to develop new, innovative packaging and designs, such as:
- – Resealable packs, which are easy to open and even come in stand up pouches
- – Smaller pack sizes for easier on-the-go use
- – Promotional packs and continued brand extensions
- – Eye catching and colourful designs to enhance brand awareness
- – Creating a sense of mass luxury through cosmetic product promotions
Some more recent innovations are:
- – Ovenable Packaging
- – Modified atmosphere packaging
- – Frozen food packaging
- – Microwaveable Packaging
- – Chilled food Packaging
- – Plastic pots
- – Multiple packaging (board and plastics)
- – Shelf ready packaging
What has the Packaging Industry Achieved
The packaging industry has achieved a lot through out the years, such as:
- – Range of new products
- – Lightweight Packaging
- – Platform for product branding, promotion and identification