Packaging is defined as everything that protects and accompanies an article, from the moment of its production in boxes factory (โรงงานกล่อง, which is the term in Thai) to the moment of consumption. During this process, there are different functions of the packaging, also depending on the objective that it has to fulfill.
Packaging has different functions, depending on its purpose. Roughly, these objectives are: protect, contain the product (and preserve it), and to communicate the identity of the brand.
- To Protect
The main purpose of packaging is to protect the different products and items during transport, since during shipments, packages pile up and, if they are not properly packaged, the product inside could break or be damaged.
On the other hand, the packaging can protect from the weather (from climatic situations), since, for example, rain can spoil the product, if it is not packed correctly.
- Contain The Product
The function of containing the product could also include preserving products, since one of the functions of packaging is to contain the product, to be able to transport it safely.
Another function is also to keep the article intact. If it is a food product, the packaging must retain all its qualities until the customer opens it.
- Identity
The packaging recognized by users means less effort when it comes to motivating their purchase since the brand or the owner of the brand can be a claim for different customers. Thanks to its reputation and brand image.
Therefore, it is appropriate that the packaging reflects the identity of the brand since it will be much easier for the customer to recognize it.
It is also important to recognize that another of the functions of packaging is presentation. In this way, it is very important to consider cured packaging, especially in online stores, since the product is the only physical contact that customers have with the brand.
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