Hopefully a product’s packaging speaks first about product protection. You want the contents to be safe, untampered with and having the packaging enhance its attractiveness. You may also want the packagetot convey something about the values of the manufacturer.

Values that manufacturers may want to convey include

• cost control: the packaging is minimal for the needs of the consumer and the value is in the contents
• product safety: no one has tampered with what you are about to buy
• product enhancement: the packaging tells you that the manufacturer has chosen packaging that is consistent with the value of the contents.  No flimsy wrapping on your expensive perfume!
• education: the contents of the product are listed in a fashion that makes the consumer more comfortable with the manufacturer’s process and reputation
• sustainability: this is of growing concern to manufacturers and takes different forms.  In some cases it includes consumer education about what to do with the packaging. In some cases it is about minimal use of material or or use of recycled materials. It can also be about reducing carbon footprint or using renewable materials.

We live in a global economy and as Julian Carroll of EUROPEN stated,

“Without packaging, there is no globalization. No trade in manufactured goods. No Asian economic miracle.”

This means that packaging will remain important in order to get the contents to the consumer.

Share with us your favorite packaging and explain why it appeals to you.  We would like to illustrate the forms and reasons for packaging, especially overwrapping and we will put your package up if your explanation helps others understand packaging better.