What is Packaging? Essay

Published: 2020-04-22 15:06:56
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Category: Olson and Jacoby

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From ancient pottery to plastic tubs, the trend is clear: were a species that totes, stores, and shields our treasures from a capricious world. But were not the only ones. Wild skins, auxiliary pouches, and egg and seed cases do exactly what our commercial packaging does: contain loose items, protect their contents from the outside world, and connect to the outside world via surfaces that signal. (Benyus and Baumeister, 2002) In todays global scenario packaging is considered to be one of the most important factors in all the business spheres. Packaging has two meanings in the business world.

One is the traditional packaging which is related ton safety and convenience and the second is overall offers a company makes. In this study one aspect of packaging is being studied which is not related to safety or convenience but to the presentation and aesthetic values of the packaging. According to Imhoff (2002) There is no doubt that packaging fulfils valuable functions in a global economy that provides basic necessities and commercial goods to billions of people every day: convenience, safety, hygiene, nutrition, spoilage prevention, information, branding, merchandising, product protection, theft-proofing, and regulatory compliance.

Packaging has been called the skin of commerce, as it both stimulates and simplifies the purchasing process. In the studies conducted by Orloski, (1999) the findings clearly indicated that due to change in lifestyles and less availability of time with average consumer the effect on packaging is that consumers are increasingly prepared to spend a lot of money for packaging solutions that win them time. Orloski, (1999) also mentions the role of graphic elements of the packaging and the importance of message these convey to the consumer. Design for one person. Single-serving packaging is becoming more and more popular¦..

Make the product a real hero, he suggested, by the quality of the experience consumers get from packaging . To meet the needs of consumers who wont shop in person, more stringent standards will be required on size, weight and strength of packaging. Europes environmental legislation will force more innovation in packaging from manufacturers. Orloski, (1999) On one hand packaging is considered important to attract consumer and retain them on the other hand it is very important to not change the packaging very frequently as drastic changes of the packaging can be perceived as a discontinuity of identity.

It can lead to emotional alienation and impact the branding effort of the company. Imhoff (2002) states packaging is an important aspect to sell the product. Proper use of materials, graphics and other gimmicks according to Imhoff (2002) has been proven to boost the sales. Although it really wasnt promoted as a keynote address, Andrew Doyle, managing director of design consultancy Holmes & Marchant Intl. (London, England), put a strong consumer spin on packaging, calling it The skin of our culture.

He explained that by calling packaging the skin or visible sign of how consumers are thinking and acting. Its the most tangible expression of the bubbling soup that we call consumer trends. (Orloski, 1999) Peterson has different views for the sizes of the boxes. According to him Different types of boxes are the most commonly used packing supplies. Boxes are used for different purposes and on different occasions. Hine (1995) regards Colour as the most potent tool for emotional expression in packaging and shows that shadings make an enormous emotional difference in the way we feel.

Some Colours are warm and some are cold; some heavy; some cheap (like yellow); some happy; some sober, and so on. If marketing managements brand involves packaging, this offers further potential for enhancing brand image and brand equity, since packaging can arouse feelings of excitement, favourable beliefs about the brands trustworthiness and its persona, its personality, and the values for which it stands and trigger a sale. A well-designed package can transform a lifeless image and conjure up a sense of novelty.

(OShaughnessy& OShaughnessy, 2003) Howard (1992) raises various questions regarding gift wrapping and packaging, First, does gift wrapping an item have a favourable influence on attitudes toward owning what is received? Results of all four experiments consistently support an affirmative answer to that question. Second, what explains the attitudinal results? I argued that gift wrapping, through repeated pairing with joyous events in peoples lives, has utility in cuing a happy mood which, in turn, positively biases attitudes. ( Howard, 1992)

As Hine (19965) explains Different Colours come to be associated with certain product categories. Yellow packaging for margarine echoes the Colouring found in the product itself. Pink is feminine, and gray is masculine, with one mens fragrance specifically calling itself Gray Flannel, while blue is not something associated with food products. On the other hand, certain Colours are deemed wrong for the occasion; green is considered unlucky in a wedding dress but is otherwise associated with anything natural, while in the United States red, but not maroon, goes with low prices.

Many aspects of usage can be improved, especially in the area of packaging when it allows less mess, more safety, and/or measurable dispensing Social norms, on the other hand, usually consider it taboo to purchase used goods if the acquisition will be disposed of as a gift to a friend for a Special occasion, such as a wedding. A childs wrapping art includes elements of ritualfinding a Special object for a Special occasion, selecting and customizing the wrapper and participating in an unwrapping event.

(Boyd and Mcconocha, 1996) Packaging was defined by the European Federation as all products made of any materials of any nature to be used for the containment, protection, delivery and presentation of goods, from raw materials to processed goods In general terms, packaging is the container that is in direct contact with product itself, which holds, protects, preserves and identifies the product as well as facilitating handling and commercialization (Vidales Giovannetti, 1995).

Design and Colour in packaging are a thoughtful presentation about the mechanics of consumer appeal was presented by Gerard Caron, a package designer and founder of the Pan European Brand Design Assn. He discussed the rational and emotional approaches to create a retail impression, and he analyzed certain worldwide designs. He explained how people decode a packages Colours to create an impression of the product almost subconsciously (Orloski, 1999)

Packaging has been defined as product itself by Herbert M. Meyers and Murray J. Lubliner, (1998). According to Evans and Berman, (1992) packaging is a product property itself. Keller, (1998) argues that packaging to be an attribute which is not related with the product. On the other hand Olson and Jacoby sustains that packaging is related to the product but that does not form part of the physical product.

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