What is packaging?

What is packaging?

A letter of introduction for the products.


Packaging in its strictest concept, is everything that forms part of and envelops a product to protect, preserve, transport, inform and sell a product and is made up of wrapping, labelling and packaging of commercial items. This concept was born many years ago in 1890 when the NABISCO brand marketed its first consumer package. Since then, it has become increasingly important and has become a fundamental factor of a product or brand.

But the concept of Packaging goes beyond this, this modality has gone from being part of the product to being a modality of design or marketing, through the design and strategy of the Packaging of a certain product it is now possible to awaken and generate an interest in the client. Transmitting the essence and values of the brand and giving personality to the product.

This only happens when the product or brand is backed by good packaging.

But what is good packaging?

Not all packaging is good, functional and/or aesthetic, the theory is all very well, but when it comes to creating packaging it is essential not to limit oneself to the basic standards and to have the capacity to go beyond them, a good packaging is one that is long-lasting beyond the brand. The durability of the product is the most important purpose of this modality.

How many people would distinguish a jar of Colacao without the label or the brand name on it? And a bottle of Coca-Cola?

This is the key to good packaging, the durability of the particular item. It is essential that it is not only a wrapper for the brand or product, but that it also has the ability to convey a message to consumers.

The purpose of packaging:

The purpose of packaging is to capture the attention of your target in just 2 seconds. As we have already mentioned, the purpose of packaging is to be a long-lasting element for the brand, it is not only a wrapping, it is a promise of quality and sends the message that the brand wants to convey.

It is a letter of introduction to the product, where in just two seconds the public must decide whether or not to show interest in the product, or whether to choose our product or another product.

Packaging strategies:

The purpose of packaging is to capture the attention of your target in just 2 seconds. Each segment of the population has very different tastes and criteria, for a good packaging strategy it is necessary to delimit very well the target to which the product is focused and from there analyse what tastes and interests they have.

A very clear example is children, they always choose the most colourful products, with drawings or characters and with fat and fun typographies, a child would never choose a value chocolate bar over a Nesquik.

Another factor to take into account when creating a packaging that makes a difference are the shapes, these are essential to highlight a product in front of others. But it is very important not to lose the functionality of the product. A product that plays with shapes and textures is always more attractive than one that does not, but as with chocolate it is very important before designing the packaging to decide who you want to buy it, a product with gold will not have the same success in a segment of the population aged 18 to 25 years, as it can have in women aged 55 to 65 years.

In conclusion, this is where we find the magic and potential of Packaging, it has the ability to unite both areas. To unite functionality and aesthetics.

For a brand, the packaging of a product is its letter of introduction. The brand has only two seconds to capture the attention of users, and make them decide whether or not to buy its products, or how to generate interest or fixation for this, if we take into account this factor and that the packaging is the first thing you see of a product we can get a maximum, the Packaging is essential to generate interest in potential users.

Want to know more about packaging? Read our article about the new trend in sustainable packaging.

Which one do you choose?