Features of Good Packaging – Packaging | Principles of Marketing

packaFeatures of Good Packaging
Packaging | Principles of Marketing
BBA | BBA-BI | BBA-TT | BCIS
Management Notes


Packaging refers to the process of designing, evaluating, and producing packages for the purpose of preparing products for distribution, transport,warehousing,logistics ,storage, sale, and end use.

Features of Good Packaging

  • Convenient:
    One of the feature of good packaging is that it 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.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.

  • Attractive:
    Since one of the main objective of packaging is to attract customers so 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.
  • Economical:
    The cost of packaging should not be high. Over packaging should be avoided. The nature of product should be properly considered for packaging.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.
  • Communicative:
    A good packaging should provide information required by law and desired by customers.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.
  • Protective:
    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. 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.
  • Environment friendly:
    A good package should be environment friendly.It should be produced by the material that do not affect environment or do not create environmental pollution.

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