packaging

Your packaging needs to fulfil many roles in order to be successful. Firstly it needs to be functional, holding or containing your product. It also needs to stand out, differentiating itself from your competitors. Finally it needs to inform, giving more details about the product, the company and the brand.

Packaging can be split into three main categories, primary, secondary and tertiary. Not all products will require all three, but most will use at least two.

• Primary Packaging - this is the part that contains and holds your product, for example, the pot that holds the yoghurt.
• Secondary Packaging - this is any outer packaging that is used to protect the product and is used on-shelf for display, for example, the cardboard wrap that surrounds your multipack of yoghurts.
• Tertiary Packaging - mainly used for transport or logistics, your consumer might not get to see this part. However they can often be designed to have a removable section, leaving the remaining part to be used by the supermarkets on-shelf as shelf trays.