Criteria of Packaging
Consumer packaging serves to contain and communicate. A product's "packaging mix" is the result of several requirements that determine how a package accomplishes those two basic functions A package must: protect the product, be adaptable to production-line speeds, promote or sell the item, increase the product's density, help the consumer use the product, provide reusable value to the user, satisfy legal requirements, and keep packaging-related expenses low. Two classes of package design criteria are functional requirements and sales requirements. FUNCTIONAL REQUIREMENTS Package design must meet five groups of functional criteria: in-home, instore (or warehouse), production, distribution and safety, and legal. In-home requirements usually dictate that packaging be convenient to use and store, remind users when and what to repurchase, reinforce consumers' expectations of the product, and tell them how to safely and effectively use the product. In addition, increasing numbers of consumers expect packaging to be recyclable and environmentally sensitive. In-store criteria require that packaging attract attention on the shelf, instill confidence in the buyer, identify the product or brand and differentiate it from the competition, communicate benefits and uses, and entice customers to actually purchase the item. The product must also be easy for retailers to store and stock on the shelves or the floor, and simple to process at a check-out counter or other final point of distribution. For instance, packaging that is oddly shaped and takes up a large amount of space may draw attention, but it may also be shunned by mail-order sellers concerned about shipping costs or by space-conscious store retailers. Production demands, the third group of functional criteria influencing packaging, are primarily based on cost. A designer may create a fantastic package that would perform excellently in the marketplace, but if the company cannot find a way to...
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