Roleofpackaging on consumerbuyingbehaviorpatan district. Timothy beattie, gm of pyrotec packmedia, a leading. Packaging is the process of designing and producing the container or. Colors used in packaging can help draw consumer attention. Speece purpose the importance of packaging design and the role of packaging as a vehicle for consumer communication and branding are necessarily growing. Importance of packaging design your branding doesnt stop. This research reveals the importance of buyer attraction in package design and unimportance of environmental considerations. Packaging is the activity of designing and producing the container or wrapper for the product. Packaging design as a marketing tool and desire to purchase. Pdf purpose this paper seeks to investigate the importance of packaging design for a uk premium ownlabel food brand, by developing an. This work aimed to analyze the importance of packaging design as a branding factor on consumer. By angela dallin on october, 31 2017 stay up to date. Earning profit through satisfaction of the customers is the main target of the organisation. Product packaging is designed to sell the product, not just beautiful, selfappreciation.
What is product design and importance of product design in. Packaging helps in the protection of the contents of the products. There has been more attention given to packaging design in recent years, as companies are realizing that. The consumer buying behavior is dependent on the packaging and on its features. Packaging plays a vital role in terms of protection, storage and hygienic handling of a product and it plays a key role in the marketing mix. You come up with a layout, put together some colors, and slap some text on it. The starting point is from the aesthetic point of view. Know the importance of product packaging design in. Importance of packaging design your branding doesnt stop with your logo people are visual creatures by nature. Purpose the importance of packaging design and the role of packaging as a vehicle for. The important role of packaging in operations management. The very strong correlation between societys demand for goods and the need for.
Purpose this paper seeks to investigate the importance of packaging design for a uk premium own. Gmp, marketing, quality, regulatory, packaging, labeling. The custom packaging is like a dress code for the product which exhibits style. Packaging is an extension of your brand and should carry the same message. Packaging is essential as it is used for the identification of the products in marketing.
Yet, it is a complex task to design a packaging system that minimises. Apr 05, 2016 sustainable packaging demands less use of natural resources which improves, over time, the ability for businesses to continue creating products and services longer versus having to manage natural resource depletion. Companies and consumers should be aware of the qualities of sustainable packaging. Lets just consider the importance of product packaging or a good.
The objective of this study is to find out role of packaging in brand communication and determining the elementsattributes of packaging for communicating the brand value to customers. Packaging and branding are both essential to marketing your product or service. This can be done in small but impressive gestures such as a thank you card, or creating eye catching exterior packaging design. Dec 24, 2017 packaging plays a major role in product design as it is the last point of influence and hence the last sales point for the company. The package design firm attempts to get the client the brand manager, the new products manager, the marketing vice president, etc. In view of that, it is important that the package does not overpromise the value of its content meyers and gerstman, 2005. Packaging design is the connection of form, structure, materials, color, imagery, typography, and regulatory information with ancillary design elements to make a product suitable for marketing.
Product packaging is concerned with formulating a design of package, and producing a safe and attractive container for the product. Importance of packaging design your branding doesnt. The very strong correlation between societys demand for goods and the need for the benefits of packaging, must not be compromised by a prevention concept which is defined as measures to prevent packaging. The importance of packaging design in products shaoxing. Brand identity has a profound relationship with packaging. As can be seen, a major role played by product design is on the differentiation of the product from the competition. In addition, labeling also helps to provide the information about a product to the prospective customer. Package design plays a crucial role in the development of a brands identity. The importance of packaging design and the use of packaging as a vehicle for communication and branding is growing rettie and brewer, 2000, as packaging takes on a role similar to other marketing.
Pdf the importance of packaging design for ownlabel food. The packages designed to preserve the product for later use for example, jars, cans, aluminum containers, silver sheets, cartons, glass jars, plastic bottles, foam and other types of product packages that are used to protect the contents of the product and the food items. Seasonal fluctuations in demand may be smoothed out through packaging. The advantages and disadvantages of packaging depend partly on a persons role in the manufacturing, marketing and consuming process. Do you want to know the importance of product packaging design in a branding context. Your package design is one of the most important elements in a successful product launch or relaunch. Pdf importance of integrated circuit ic packaging in. Your company brand sends a message about your company and its values. Perspectives on the elements of packaging design diva. Below are the reasons packaging is and will always be important to customers.
Packaging and packaging design have become significant factors in the marketing of diverse consumer goods and have a main role in communicating product benefits to the customer. In the prehistoric period, the modern day industries are focussing more on reusable and environmentfriendly materials for packaging. The visual elementslogo, color palette, typography, packaging and the voice, have. Pdf the importance of packaging design as a branding. The importance of packaging functions for food waste of. Why your products packaging is as important as the product. Packaging design tips to make your product succeed. What differentiates a bad company from a good company is the fact that the.
May 31, 2016 product packaging prepares the product for transporting, warehousing, selling, and using. Know the importance of product packaging design in branding. The results of the study revealed the importance of packaging design in. Packaging design is the most important factor in marketing as consumer will first get to know about your. But there are so many things to think about when designing a package it is design that has to function. Similarly customers are more likely to give weightage to branded product than to the package and shape of package is the. As a result of packaging evolution, the design aspects have changed as well. Designers at quality packaging companies know that the packaging design does. The package is expect ed to communicate what it contains. Overall, the consumers indicated that the flavor of the product was easily the most important stimulus when selecting potato crisps with an average rating of 38 points.
The importance of packaging and labeling in pharmaceutical. It plays a very significant role in the marketing success or failure of many products especially for non durable consumer products. Pdf the importance of packaging design for ownlabel food brands. It must perform all the basic function such as protection, ease of handling and storage, convenience in usage etc. Nov 21, 2018 packaging and branding are both essential to marketing your product or service.
Pdf the importance of packaging design as a branding factor. But packaging design has a significant impact on the entire supply chain, and could be contributing to expensive logistics. Food products brands use a range of packaging attributes, combining colors, designs, shapes, symbols, and messages nancarrow et al. Brands of all sizes are adding more sophisticated layers of marketing and branding techniques to their.
Packaging has taken on a much bigger importance in the world of global, regional, and local brands. Understanding the packaging and labeling process in the larger product. In this course, learn how to approach a package design project, and create a memorable design that accurately reflects your brand. The companies use product packaging to drive more customers as the packaged products are considered safe to use by the consumers. Understanding the packaging and labeling process in the larger product development process will provide any stakeholder an advantage in achieving success. Transportation and presentation are also some factors. Ic packaging design flow and steps will be discussed on how it is done in. The packaging design of many domestic products is designed by professional artists. Product packaging prepares the product for transporting, warehousing, selling, and using. Sep 22, 2014 innovate why your products packaging is as important as the product itself your products packaging is meant to communicate a purpose. Packaging refers to the process of designing the package such as containers, wrappers etc.
To manufacturers, packaging is an added but necessary expense. Packaging is one of the most important processes without which nowadays products. Packaging idea add a custom sticker individually pack per player add a flyer for other custom business. When discussing the importance of product packaging, we need to consider how packaging makes a difference to customer perception and their buying decisions. Brands of all sizes are adding more sophisticated layers of marketing and branding techniques to their products and services. The food packaging must be there to prevent the food from getting spoiled by environment and microorganisms and preserve freshness. The importance of packaging design and the use of packaging as a vehicle for communication and. Background image, packaging material, font style, design of wrapper, printed information and innovation is taken as predictors. Many packaging elements are factors that influence the buying behavior of consumers such as, packaging color, printed information, packaging material, design of wrapper, printed information, brand. Good packaging incorporated in product design can make. Packaging design is the connection of form, structure, materials, color, imagery, typography, and regulatory information with ancillary design elements to make a product. Unfortunately, many companies fail to understand the vital role that packaging design plays. Though often underestimated, packaging and labeling has a critical role in the successful launch of a pharmaceutical product.
The purpose of product packaging is to protect the product from damage. The importance of packaging design in products shaoxing jin. An important part of packagings role is to ensure that the energy invested in. Packaging design as a marketing tool and desire to. This is only possible if the product or service is. It enhances the appearance of the label for promoting the product. Pdf the importance of packaging design as a branding factor in. Nevertheless different approaches to measure the relative importance of packaging compared to other extrinsic. Pdf the importance of packaging design for ownlabel. Packaging is an important part of the branding process as it plays a vital role in communicating the image and identity of an organization. Wine packaging design has received a growing research interest in the last few years. Why your products packaging is as important as the.
There are a variety of reasons for packaging a product to protect it, to differentiate and identify it, to make it more eyecatching, to provide for ease in handling, and to furnish information to the consumer. What differentiates a bad company from a good company is the fact that the latter knows how to attract customers attention with the help of packaging design. This is the major importance of labeling in marketing. Good packaging incorporated in product design can make a huge difference. It shows who you are and which consumers may want your product. Innovate why your products packaging is as important as the product itself your products packaging is meant to communicate a purpose. As product design is a complex process requiring interdisciplinary knowledge, this chapter also takes into consideration the technical aspects of packaging, including. In a perfect world, the client would have a clear vision and accurately communicate this vision meaning marketing goals and packaging objectives to the package designers. Canning and bottling are examples of this method, which keeps food fresh for up to six months.
Defining an appealing theme for your custom packaging for your product is vital. Jul 24, 2007 this paper seeks to investigate the importance of packaging design for a uk premium own. This was about twice as important as the quality 21 points, which was more important than the brand 14 points and the price points. There are a variety of reasons for packaging a product to. The theoretical framework was based on the secondary data articles and books and included core concepts of packaging, packaging design, consumer behavior.
This paper will discuss the ic packaging industry trends and how ic packaging is important and should to be considered in semiconductor companies for successful product design. The basic function of packaging is to protect the contents from damage, dust, dirt, leakage, pilferage, evaporation, watering, contamination and so on. Many packaging elements are factors that influence the buying behavior of consumers such as, packaging color, printed information, packaging material, design of wrapper, printed information, brand image, innovation and practicality. Transportation and presentation are also some factors considered. No matter what business or industry niche you are in, product packaging is a critical element in controlling costs and maximizing profits. Lets just consider the importance of product packaging or a good for the consumer.
Aseptic packaging x involves separately sterilizing the package and the food product, and filling and sealing the package in a sterile environment. Importance of labelling in marketing packaging labelling. These attract and sustain attention, helping consumers identify with the images presented. The impact of consumer product package quality on consumption. Sustainable packaging demands less use of natural resources which improves, over time, the ability for businesses to continue creating products and services longer versus having to manage. The product packaging designed does not have the concept of marketization. Product packaging not only protects the product during transit from the manufacturer to the retailer, but it also prevents damage while the product sits on retail shelves. Packaging plays a major role in product design as it is the last point of influence and hence the last sales point for the company. Given that not all brands are products and not all products go retail, the truth is that product and package design are vital when it comes to. Your products packaging can be a consumers first point of contact with your product, and a spiffy package may make someone try a new brand or product line theyve never heard of. The importance of product packaging packaging supplies. Nov 08, 2018 the product packaging design an essential element to draw consumers attention has evolved over the edges.