Packaging and labeling of goods
Trademarks appeared when it became necessary to separate manufacturers and sellers. Today, they perform the same function, denoting quality standards and features of the functional characteristics of goods manufactured under these brands.
Product packaging and labeling Product labeling is one of the main marketing tools. Means of labeling are labels, labels, barcodes identifying the product of a particular company. Labels and labels have the form of a tag that is attached to the product. On the labels and labels can be depicted artistic compositions, brand logos and other symbolic symbols, giving the consumer a general idea of the product.
Labels have the following features:
Product identification and its association with the manufacturer.
Description of the functional characteristics of the purchased goods.
Description of the rules for the use of goods, as well as safety measures when working with them.
Advertising inherent qualities of the product.
The company itself makes a decision regarding the endowment of its own label with certain functions, thereby setting priorities for the development of labeling within the framework of the corporate product policy.
In order to avoid vesting labels with unreliable informative properties, the labeling process is regulated by law and provides for the legal registration of trademarks, original names and other symbols belonging to the company.
Marking is only an integral part of the package, by which is meant any container in which the goods are enclosed. Such containers may be boxes, packages, containers, etc. The main task of packaging is to preserve the consumer properties of the product and prevent its damage during transportation and other movements. However, from a marketing point of view, packaging is endowed with other functions aimed at enhanced product promotion.
Creating packaging as an element of product policy is a creative process, and packaging itself is not only a means of protecting goods, but also an important tool for sales promotion.
1. Security Preserving the consumer value of the product and preventing its damage
2. Environmental protection. Environmentally friendly packaging.
3. Reliability Preservation of product specifications
4. Interchangeability. Possibility of one kind of packaging to replace each other.
5. Attractiveness Design packaging design that makes it original and interesting
6. Cost An economic characteristic that combines the costs of packaging.
7. Informativeness Providing information about the properties of the product, appointments and the procedure for its use, safety, and other information important to the consumer.
Packaging and labeling of goods Based on the characteristics of the packaging shown in the table, it is possible to distinguish its main functions:
Promotion of goods.
Preservation of goods safe and sound.
The increase in consumer value of the goods.
When developing packaging, it is necessary to take into account various factors. First of all, it is necessary to assess how much the product needs packaging, and what properties it will have to protect the product from the external environment. The next step is to determine the competitive advantages that will be given to the package. Based on this information, an eye-catching design is being designed. As part of the aesthetic value of the package, questions about the conformity of the artistic composition depicted on the package, the technical and functional characteristics of the product are resolved. An important aspect of the process of creating packaging is information about the product, which will be applied to it. Particular attention is paid to the font and ease of reading the text. After the development of the packaging project is completed, the economic value of the packaging and its originality are estimated. Also, in order to stimulate sales, packaging often includes inserts that are focused on prize draws and thematic promotions.
All of the above factors contribute to the growth of sales and the creation of a unique brand.
For a practical example of creating a package, psychological packaging was chosen, i.e. packing service. In this case, such a service will be the technical support of software products on the 1C platform provided by the firm “A” to its customers. The service is faceless, but its specificity gives rise to a diverse customer perception depending on the form of filing. In this case, psychological packaging comes to the rescue.