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Functions of Packaging

Intro To Pkg Sci (Clemson University)

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Functions of Packaging
PKGSC 102

Packaging Functions Overview


 Contain
 Protect/Preserve
 Inform/Sell
 Provide Convenience or Utility of Use
(not in your textbook)
Know these as well as you know your own name!

Levels of Packaging
 Primary
Packaging directly in contact with product
Example: Cereal bag inside a box

 Secondary
Package holding one or more primary packages
Example: Box holding bagged cereal

 Tertiary
Shipping or Distribution packaging
Example: Corrugated box used to ship a cumber or cereal boxes

 Quaternary
Unit Load
Example: Stretch wrapped pallet load of corrugated shipping containers

 Many products do not require all four levels of packaging.


Example: Corrugated container holding a refrigerator can be a primary and
tertiary at the same time
Example: Deodorant sticks have primary packaging/ no secondary but has
tertiary and quaternary

See p. 24 of text for figure 2.1

Functions of a Package
 Containment
Oldest packaging function
p. 24 of text discusses things to consider when selecting a package.

 Product’s physical form


viscous/ free-flowing liquid/ solid

 Product’s nature (characteristics)


perishable/ shape/ under pressure

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 Protect
– protect package from elements
(water/ oxygen/ light/ bacteria/ germs)
– shock and vibration
– protect consumer from the contents
(Corrosive or dangerous products which involve child resistant packages)
– protect against tampering
(tamper evident or resistant but never tamper proof)

 Inform/Sell
– Information required by law
• contents
• nutritional label
• warnings
• shipping information

– Motivational Information (not req’d by law)


• Type of material
• Shape and size
• Color
• Typography

– Motivational Information (cont.)


• Symbols and icons
• Illustrations or photographic images
• games
• recipes

– Know the term “trade dress”


• Includes shape/ color/ print
• Covered under trademark law
• examples: Coca Cola/ Disney characters/ sports teams/ university logos

 Utility of Use (Provide Convenience)


– for the consumer
• Easy opening/ resealing
• Squeezable
• Microwavable
• Unit dose

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– for the retailer


• size
• orientation for shelf display
• point of purchase displays

– for the shipper/distributor

• hand holds
• fork truck cut out
• reusable tote

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