Packaging and Labeling What You’ll Learn The principal functions of product packaging The main functions of labels                                      

Packaging The physical container or wrapping for a product                                                                             The physical container or wrapping for a product Represents the size, shape and final appearance of the product 10% of a product’s retail price is spent on the package itself as well as development and design

Functions of Packaging Promoting and Selling the Product Defining Product Identity Providing Information Meeting Customer Needs Ensuring Safe Use Protecting the Product

Promoting and Selling Attractive, colorful and artistic packages have promotional value. Especially important in stores with self-service layout Reminds customer of product’s manufacturer Can create new sales or minimize sales lost to competitors                                                                                 

Defining Product Identity Packages involve prestige, convenience, status or other positive product attribute. Important part of the advertising component

Providing Information Directions for using the product Information about: Contents Product guarantees Nutritional Values Potential Hazards

Meeting Customer Needs Products come in various sizes Products are packaged to meet particular needs

Ensuring Safe Use Improve product safety                                  Improve product safety Prevents misuse and product tampering Tamper resistant packaging Safety Caps/Child proof containers Blisterpacks

Protecting the Product Protect during shipping, storage and display Protest against breakage, spoilage and sometimes shoplifting Protective materials include cardboard, foam and plastic                                                                                                                                                     

Contemporary Packaging Issues Environmental Packaging People want to reduce waste Companies may utilize recycled materials Cause Packaging Promotes non-product issues Promote social and political causes

Labeling Information Tag, wrapper, seals or imprinted message Inform consumers about the product Provide directions for use Types of Labels Brand Name Descriptive Label Grade Label Labeling Law Fair Packaging and Labeling Act Federal Nutritional Labeling and Education Act Care Labeling Rule