Packaging has an important role in marketing. It protects product and helps in sales promotion. So, the container or cover, design of packaging, color, size etc. should be suitable to the nature of product. It also should be convenient, attractive, economical, communicative etc. Only good and effective packaging can protect the product, keeps safe from declining its quality, it makes adulteration impossible. Good packaging also increases prestige, brand loyalty and promotes sales.
Following are the main features of good packaging:
Good packaging should be convenient. Package should be made in a way that the product could be conveniently taken from one place to another and can be handled easily by middlemen or consumers. The size and shape of package also should be convenient for retailers to keep in shop or for consumers to keep at their home. The package design should be made re-use-able, if possible.
Package should be very attractive and fascinating. Attractive package draws customers' attention. It stimulates their interest towards the product and makes them realize the want of product. Color, picture, design, size etc. of package can be dramatically influence customers' mind. Some customers demand due to attractive packaging.
The other feature of good packaging is to be economical. It should not be costly. If packaging is expensive, it increases the price of the product. As a result, it becomes difficult to sell the product. So, packaging should not be costly nor should be clumsy.
The purpose of packaging is to protect products from different risks. Products should be packaged in a way that the quality, quantity, color etc. of product does not decline or damaged from sun, rain, insects, dust etc. While carrying from one place to another, transporting or storing in, and products may get damaged, putrefied, spoiled, or rotten. So, proper arrangement should be made to save the product from every risk. Only the packaging, which can protect products from all risk, is a good packaging.
Good packaging should also be communicative. it should give information to the customers about the brand utility and quality of the product, which can stimulate demand. Good packaging works as silent salesperson and an effective advertisement.