Packaging and Labeling

Packaging refers to the physical appearance of a product when a consumer sees it, and labels are an informative component of packaging.

Key Points

• The role of packaging in marketing has become quite significant as it is one of the ways companies can get consumers to notice products.
  
• A common use of packaging is marketing. The packaging and labels can be used by marketers to encourage potential buyers to purchase the product.
  
• Packaging is also used for convenience and information transmission. Packages and labels communicate how to use, transport, recycle, or dispose of the package or product.
  
• Labels serve to capture the attention of shoppers as well as provide useful information regarding the product.
  
• Labels are attached on the product package to provide information such as manufacturer of the product, date of manufacture, date of expiry, its ingredients, how to use the product, and its handling.
  

Term

• Packaging
  Physical appearance of a good prepared for retail sale

Example

• The packaging of perfumes, for instance, attempts to appeal to the sensibilities of its target consumer. For instance, a perfume geared towards younger females may have colorful, feminine packaging, but a perfume for older professional women may have more subdued and sophisticated packaging.