Product Packaging

PRODUCT PACKAGING
A PROJECT REPORT
by
NIVYA N
(16BAR0032)
Bachelor of Architecture
VIT School of Planning and Architecture
MAY 2020
Marketing is very important concept in today’s world. In marketing we are very much aware
of marketing mix, when it comes to our mind we think about P’s such as Product, Price,
Place, Promotion. Again there is promotional mix such as sales promotion, public relations,
advertisement, packaging etc. In this study packaging has been concentrated since it plays a
vital role in persuading the people to buy. People are very much attracted with striking
packaging.
Packaging is also a form of protection as the product sits on store shelves waiting for
consumers to come along and purchase it.
INTRODUCTION
In this modern days packaging and advertising have developed its original role as merely a
means of product protection and plays a key role in developing on shelf appeal, providing
product information and establishing brand image and awareness. As packaging’s and
advertising’s role in the marketing gains thrust, so research into this ground becomes
increasingly important. The importance of packaging design as a vehicle for communication
and branding is growing in competitive markets for packaged products. Also ad plays a vital
role in one’s mind.
Packaging advertising is very important in the promotion of a product. Good packaging will
attract the attention of potential customers. It can be influential in the decision to purchase a
product.
OBJECTIVES
• To know about the consumer opinion towards packaging.

• To find out which attribute attract the consumer.
• To determine the mostly preferred aesthetic component of the packaging.
RESEARCH METHODOLOGY
This research utilized a focus group methodology to understand consumer behavior toward
package of the products and advertisements. The challenge for researchers is to assimilate
packaging into an effective purchasing decision model, by understanding Consumer’s
behavior towards the packaging of the products.
Research design specifies the methods and procedures for collection of requisite information
and its measurements and analysis to arrive at certain meaningful conclusion at the end of the
proposed study.
PRODUCT PACKAGING
The Packaging refers to all those activities related to designing, evaluating and producing the
container for a product. Simply, the box-like container, wherein the product is stored to
protect it from any physical damage and at the same time attracting the customer through its
appeal is called as packaging.
The product might have three layers of packaging, such as, a toothpaste come in the plastic
tube (primary package), then it is packed in a cardboard box (secondary package) and then
finally is packed in a corrugated box (shipping or third package). Nowadays, the packaging is
not limited to the protection of a product alone, but it has been used as a marketing tool for
building the brand equity and boosting sales.
Each type of packaging will have its own unique template and layout—but there are a few
things that will stay consistent:
Every packaging template requires a Dieline, or the flattened pattern of your packaging used
during layout.
A trim line is where the printer cuts your image. A bleed is the area beyond the trim line. You
must extend your design out to the bleed so none of your design is cut off.
A safety line is placed inside the trim line (typically an additional 0.125” on each side), and
all important text and imagery should be kept inside this line.
Components of packaging
While every product package is different, the following elements typically appear in
packaging designs.
Packaging can also include:
• Certifications
• Serving suggestions or recipes
• Ingredients
• Best before date
Barcode
Barcodes are the machine-readable lines on a package that stores information about a
product. There are two types:
• UPC : Universal Product Code, the predominant barcode in North America

• EAN : International Article Number, a global barcode
Depending on the product or industry, you may be required to include a barcode in your
packaging design. For details and specifications, contact your client.
Functions of packaging
There are different functions of packaging. Brands should always be aware of all these kinds
of purpose to have a welldone plan when they start to create and design package for their
products. They should know which area of the company could better canalize the work and
which job should be outsourced. The packaging production process should be well organized
and every area should know which their responsibilities are.
The complexity of packaging has increased during the last years. Today, no company can
manage this process without the right technology and the right workflow plan. A well
organize program can simplify the packing process and ensure everything runs efficiently.
In the era of social media, mistakes are no longer local problems; everyone in the world could
see and share when things went wrong. Packaging must always be of good quality and ensure
brand identity, wherever the package is produced.
Packaging functions
There are different uses of packaging:
• To preserve and protect the product

• To transport the product
• To make the product more attractive for the client
• To publish the brand
• To identify the product from other
Protect and preserve the product
One of the purposes of product packaging (maybe the original one) is to protect the product
from damage. Package not only protects the product during the transfer from the
manufacturer to the shop or market, but it also prevents damage while the product stays on
retail shelves or a house´s refrigerator. They have to be suitable and convenience on their
shape, not too big so they can fit in the consumer´s freezer or into their cupboards.
Transportation
Transportation is a key aspect in many different products, like technology (Home Audio,
TVs, Computers, etc.). Sometimes, transportation is part of the value of the product, like
take-away food o beverage. They should combine comfort and practical with design.
Attraction
With thousands of products lying on shelves, how a product is packaged may be what attracts
the consumer to take a look on it. For this reason, many brands demand extensive research on
color schemes, designs and types of packaging trying to find out which is the most pleasing
to its consumer. Besides, packaging plays an important role for portraying information about
the product. This information can help to sell the product because it allows potential
customers to obtain the information they need to make a purchase decision. Some companies
should take particular care in some kind of product, like food, drinks and cigarettes, because
it exists special regulation on the way of packaging and labeling.
CREATIVITY IN PACKAGING
People always want to be different and want to have different things. Consumer mind be
easily attracted and captured by creative packing. If not creative ad establish inspiration in
the mind of consumer then the FMCG manufacturer can go for innovative pack. People will
definitely come forward to purchase and will create a word of mouth.
13.
CONCLUSION
When a customer is browsing the shelves and choosing at a glance between brands,
packaging is the main thing they notice. Consumers buy based on emotion, and the right
packaging design can make a product desirable. They get less time to spend in getting the
information of a product, hence it should be creative which is both attractive to hold their
attention as well as informative that at one glance they should get all information. Thus
product packaging induces the consumer to step forward and make a purchase.

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PRODUCT PACKAGING

VIT School of Planning and Architecture

• To know about the consumer opinion towards packaging.

Packaging can also include:

• UPC : Universal Product Code, the predominant barcode in North America

There are different uses of packaging:

• To preserve and protect the product

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