What is packaging? Packaging definition is the process of providing a protective covering to a product in a way that safeguards it during handling, storage, and transportation, whilst offering essential information about the contents of the package itself.
Packaging is crucial for the movement and the arrival of goods in pristine condition at their final destination. Factors affecting packaging include the nature of the product and its sensitivity, the material handling system that the product will be subject to, and the distance the product will be travelling.
Packaging types
Packaging materials are categorised as either internal or external:
Internal packaging
These are materials that are used to protect the items inside the box, providing additional security to absorb shock. The types of packaging materials used can include bubble wrap, crumpled paper, foam pellets, styrofoam, and airbags. Alternatives cover glass, rubbers, blister packs, and textiles.
External packaging
Cajas for packaging are simply packing cases or large strong boxes that are used for transporting goods safely. Other external packaging includes corrugated materials for heavy items such as appliances, and for lighter items padded and flyer bags. Modern technology uses 360-degree shrink-wrapping to surround containers and is used to wrap, cover, and protect goods.
The importance of proper packaging
Packaging has become a major part of the product itself with decisions affecting production and distribution. Packaging is a subdivision of the packing function within marketing, and the contents of the package may be pre-measured, pre-weighed, and pre-assembled before being placed in specially designed boxes, cartons, bottles, jars, or crates for effective distribution.
The objectives of packaging
Packaging is carried out to protect the product ensuring it arrives in perfect condition at the final destination. Packaging in the right way insulates items from vibration, changes in temperature, compression, and shock. It also prevents breakage, leakage, and to a great extent pilferage.
Proper packaging also ensures convenient and effective handling during transportation and distribution. For economic reasons, small objects can be put together in one package which results in less physical handling. Good packaging can also reflect promotional advantages by supporting and reinforcing the brand identities of companies.
Packaging guidelines
Packaging guidelines from reputable packaging companies offer the following advice to keep packages safe on their journey:
- Selected packaging must be suitable for the size and weight of goods being transported.
- Items must be boxed using adequate internal packaging ensuring no movement.
- Electrical items must be packed using thick rigid packaging.
- Fragile items must be suitably packaged to avoid damage during transportation.
- Musical instruments must be put into a hard case.
Sealing and labelling parcels
Different types of parcels require different forms of sealing. For example, polyurethane bags have their own individual seals, but cartons and boxes need to be sealed with plastic or reinforced carton tape. Don’t use straps or strings as these can cause compressions leading to content damage.
A common sealing method is referred to as the H taping method which stops the flaps on the boxes from opening during delivery. Strips of tape should be applied to the centre and the edges of all seams to keep them tight. Use extra tape for boxes containing heavier items.
You need to clearly address your item and include contact numbers. If you’ve printed off your labels you need to ensure that the barcoded labels are easily accessible. It’s a good idea to put labels in a clear plastic envelope and attach it to the parcel and lace a second label inside for added security.
Write your own name and address on the inside and the outside of the parcel as the return address in case there are any queries during transit.
Packaging in international marketing
The basic factor of transport packaging in global marketing is to ensure that goods will arrive safely at their destination. Good packaging is vital whether they’re insured or not. The type of packaging that will get the goods delivered in a pristine condition depends upon the following:
- The product itself
- Length of the journey
- The climate of the destination
- Mode of handling the goods
- Any restrictions specified by the importer or exporter
- Legal mandatory provisions
For international destinations, you should include a local telephone number mobile number. The telephone numbers of the sender and the recipient must be written on the customs declaration, and if you’re sending a parcel to a non-EU destination the contents will need to be declared along with the value also on the customs declaration.
A trusted company of international packaging will provide:
- Selection of the right packaging materials
- Product protection from theft, breakage, contamination, and degradation
- Clearly displayed labelling
- A guarantee of economy
- An assurance of adjustability to contain any products from solids to liquids
- A concept of green packaging to help curb environmental pollution