Functions of Packaging in Marketing Explained With Examples!

Packaging is often thought of as a simple container for a product, but in reality, it plays a crucial role in marketing and can greatly impact a consumer’s decision to purchase a product. 

In this article, I will let you know about the various functions of packaging in marketing and how businesses can use it to their advantage.

Functions of Packaging in Marketing

Let’s define what we mean by packaging. Packaging refers to the materials and design used to protect, preserve, and promote a product. 

This can include everything from the outer box or bag to the packaging inside, such as the container or wrapping for the actual product.

Attracting Attention

One of the most obvious functions of packaging in marketing is to attract attention. With so many products on store shelves, it’s important for a product to stand out in order to catch a consumer’s eye. Bright colors, bold designs, and unique shapes can all help make a product more noticeable.

For example, a brightly colored cereal box with a cartoon character on the front is more likely to catch a child’s attention than a plain, white box. Similarly, a sleek and minimalist design can catch the attention of more mature consumers.

Creating a Brand Identity

Another important function of packaging is to create a brand identity. A product’s packaging should reflect the values and image of the brand. 

For example, an eco-friendly brand may use packaging made from sustainable materials, while a luxury brand may use high-end materials and elegant designs.

Consistency in packaging design across a brand’s different product lines can also help create a strong brand identity. For example, Coca-Cola’s iconic red and white color scheme is consistent across all of their products, making it easy for consumers to recognize the brand.

Providing Information

Packaging also serves the important function of providing information about the product. This can include things like ingredients, nutritional information, and instructions for use.

Clear and easy-to-read packaging can help consumers make informed decisions about a product. For example, a package that clearly states “gluten-free” or “organic” can be a deciding factor for someone with dietary restrictions or preferences.

Protecting the Product

Of course, one of the most basic functions of packaging is to protect the product. Packaging can help keep a product fresh and safe for consumption, as well as protect it during shipping and handling.

For example, a vacuum-sealed package can help keep food fresh for longer, while durable packaging can help protect fragile items during shipping.

Examples Of Effective Packaging In Marketing

Apple’s packaging design for their products is a prime example of creating a strong brand identity. The clean, minimalist design of their boxes and packaging materials reflects the sleek and modern image of the Apple brand.

The packaging design of the cereal brand Lucky Charms is another great example of how packaging can be used to attract attention. The colorful and playful packaging design appeals to children and helps the cereal stand out on store shelves.

The packaging design of Method cleaning products is a prime example of how packaging can be used to communicate important information to consumers. The bright and bold packaging design clearly communicates that the products are eco-friendly and non-toxic.

Example of Kiehl’s Packaging

One more example of a company effectively using packaging in their marketing strategy is the skincare brand Kiehl’s. Kiehl’s is known for its apothecary-inspired packaging, which gives the brand a vintage and luxurious image. 

The brown apothecary bottles and jars, complete with a label featuring a hand-drawn illustration and font, evoke a sense of authenticity and craftsmanship. This packaging design aligns with the brand’s values of using natural and high-quality ingredients in their products.

Kiehl’s packaging also serves the function of providing information to consumers. The clear labeling on the packaging includes detailed ingredient lists, as well as instructions for use. This helps consumers make informed decisions about the products they are purchasing.

By using packaging that aligns with its brand image and values, and also providing important information to consumers, Kiehl’s is able to effectively connect with its target audience and differentiate itself from competitors.

Final Thoughts!

By understanding the various functions of packaging, businesses can use it to their advantage and create more effective marketing campaigns.

Hope now you understood that it’s not just about the quality of the product but how packaging your quality product also plays a vital role in getting more sales.