Analysing Packaging

Aims:

• To understand the four main functions of any package

• To understand the reasons for choosing materials for packages.

The Role of Packaging

Four main functions are:

A containerAn advertiserA protectorA preserver

Container

Must act as both a carrier and a dispenser for the product inside

Transport the product safely

Dispense the product through a variety of methods including lids, twist caps, aerosols and tear strips

Analysis: container

How does the package contain the product? (type of package and materials used)

How does the package dispense the product? (closures)

Does the package contain the product effectively? (any problems with opening and closing the package)

The advertiser

Package must describe both the product and identify through brand identity

Consumers must know what they are buying (contents, weight, how product should be used including any special instruction)

Printed graphics are used to sell product on supermarket shelf

Brand identity is used to persuade the consumer to buy the product

Analysis: an advertiser

Does the package contain all the necessary labelling and easily understood instructions for use? (food labelling regulations)

How does the package differentiate itself from its competitors? (brand identity)

A protector

Must transport product without breakage or spillage

Choice of material has serious consequences for the effectiveness of the package

Internal packaging is used in order to protect more brittle components

Need to consider environmental problems of over packaging and disposal afterwards

Analysis: a protector

How does the materials used the package offer protection to the product?

Could alternative materials be used?

Could less packaging materials have been used?

A preserver

Preserve the product for the necessary amount of time before it spoils

Analysis: a preserver

How does the package preserve the product? (processes and materials)

Things to do

Analyse a packaged product using the four main functions of packaging as criteria

Carry out an evaluation of your piece of packaging and whether you think it is successful as a piece of packaging.

Consider target market, function, form, cost, aesthetics, ergonomics