 All products made of any materials of any nature to be used for the containment, protection, handling, delivery and presentation of goods. From raw materials to processed goods, from the producer to the user or the consumer.

Containment Protection Information & Communication Brand Identification Promotion

 Main purpose of the package is to contain the product and keep the pieces together  Makes it easier to ship, store and display

 Protects products from breakage, dirt, air, germs, hazardous substances, infestations, etc  Secondary packaging often used: bubble wrap, foam, plastic, Styrofoam chips, safety seals, childproof caps and tamper proof packages

 Tells the consumers what the product is and how to use it;  Includes: › Manufacturer’s Name and Address › Quantity › Use-by dates › Directions › Storage and Disposal › Emergency Information or Warnings

 Packaging is the silent salesperson – often used by consumers to make selections  Some products are even proprietary design: protected by a patent and can only be used by the manufacturer (ie: Coca Cola bottles)  Creates a product identity – image, target market, etc

 Package can often be the reason why the consumer buys the product  Some packages can be useful! The more creative the better – drinking glasses, storage jars, jewellery, souvenirs or collectibles

 Innovative  Useful for on-the-go lifestyles  Easy to use  Environmentally Friendly/Earthy

 Refer to Notes  The Consumer Packaging and Labelling

Activity Choose two product packages from internet and talk about the 5 functions of packaging: 1. Protection 2. Promotion 3. Brand Identification 4. Containmen 5. Information and Communication

 Red: danger, speed, heat, assertion, excitement, hunger, energy  Yellow: warmth, happiness, welcoming, optimism  Green: Freshness, environment, natural, cleanliness  Blue: Coolness, tranquility, calmness, stability, reservation  Purple: Royalty, mysterious, status, elite  Orange: friendly, youthful, social, accessible, affordable, playful  Silver: expensive, high quality  White: purity, simplicity, cleanliness