Functions of Packaging
As stated above, packaging performs a number of functions in the marketing of goods. Some of the important functions are as follows:
(i) Product Identification: Packaging serves as an identification of the product. It significantly helps in identification of the products. For example, Colgate in red color or Ponds cream jar can be easily identified by its package.
(ii) Product Protection: The main function of packaging is to provide protection to the product from dirt, insects, dampness and breakage. This kind of protection is required during storing, distribution and transportation of the product.
(iii) Facilitating Use of the Product: The size and shape of the package should be such that it should be convenient to open, handle and use for the consumers. Cosmetics, medicines and tubes of toothpastes are good examples of this.
(iv) Product Promotion: Packaging simplifies the work of sales promotion. A startling colour scheme, photograph or typeface may be used to attract attention of the people at the point of purchase.
Sometimes it may work even better than advertising. In self-service stores, this role of packaging becomes all the more important.