5.11 : 包装和标签

Packaging involves designing and creating a product's container or wrapping to protect the product, facilitate its handling and storage, and enhance its appeal to consumers.

It is a vital branding component, reflecting a brand's identity and values. Apple's elegant and minimalistic packaging exemplifies this.

There are two levels of packaging. Primary packaging, like a toothpaste tube, prioritizes user convenience, while secondary packaging complements the primary package by displaying additional product information, such as Universal Product Code labels.

An essential packaging component is labeling. It provides vital details on product ingredients, manufacturing location, usage instructions, and safety precautions in compliance with industry-specific legal requirements.

Packaging and labeling together facilitate product differentiation.

 Labels like "new" or "improved", act as promotional tools.

They also facilitate a product to be available in different sizes like XL and XXL packs of potato chips.

A new trend is sustainable packaging driven by companies like Coca-Cola and P&G, prioritizing eco-friendly practices.

 It minimizes environmental impact and ensures regulatory compliance.