Packaging | Habefast
Packaging is a term used to describe the external packaging of a product that is visible to the consumer and that will allow it to be promoted. Today, packaging is associated with design, but also with the optimisation and improvement of the user experience.
Packaging: definition
When we talk about packaging we are referring to the whole construction of the packaging so that it makes the product unique, differentiates it from competitors and seduces the consumer.
Elements to be taken into account regarding the packaging:
It is first and foremost a container, so it is used to transport and protect the product
It must catch the eye of consumers on the shelves
It must convey a message about the product’s properties and strengths
It must appeal to the consumer
It must make the user experience as satisfying as possible and be easy to use
It must also make it easier for the company to produce the packaging in its factories
Today, packaging has a new objective, which is to be more environmentally friendly.
Packaging components
There are several things to determine when designing a packaging.
Firstly, there is the shape and design, which are intended to ensure the main technical functions (protection, ergonomics, practicality, etc.), to recognise the nature of the product inside and to identify the brand.
These elements help to differentiate the product from its competitors.
Then there is the choice of materials which will ensure the primary function of the packaging, i.e. protection, but which can also become a positioning and identification tool. Any innovation in packaging offers an advantage to the company.
Example: high-end yoghurts in glass jarsÂ
The next step is to determine the colours of the packaging. They can have several uses:
- They allow a better understanding of the category and the nature of the product in question. (Red for strawberry cakes, yellow for lemon drinks…)
- They can be used to identify a particular brand: red for Coca Cola, blue for Oreo.
- Finally, they can also be used to mark the positioning: green for natural or organic products
Each colour also has a particular symbolism to which attention must be paid.
Then, the packaging must also include the brand and the logo to enable the consumer to identify it quickly.
Finally, all packaging must take into account the label, which must contain the compulsory elements with the legal mentions, the barcode and the company’s own communication, which generally consists of advice on use, the product’s advantages and advertising or promotional messages.
