Key question
What functions must packaging fulfil before it looks good?
Packaging protects the product, makes it transportable, informs, sells and helps during use. The importance of these functions varies depending on the product. Clarifying them first allows for more targeted design and saves material.
Learning objective: You can name the functions of packaging, distinguish between the different packaging levels, and create a requirement profile for a product.
Function first, then form.
1.1 / Five functions
Every package has multiple jobs.
Specialist literature usually lists five functions. Protection and transport are closely linked:
01
Protect & transport
Protects against breakage, light, moisture and air, and makes the product stackable and easy to store.
02
Find out more
Tells you what is inside, how to use it, and who makes it.
03
Sell
Stands out on the shelf, showcases the brand, and sparks desire for the product.
04
Use
Easy to open, dispense, reseal, and dispose of.
For Sara's herbal tea, aroma protection and sales appeal are particularly vital, with transport also being key for the online shop. If packaging fails in any of these functions, it becomes a problem: the product spoils, gets lost on the shelf, or is frustrating to open.
Every function needs a response.
1.2 / Three packaging levels
From inner bags to shipping boxes.
The primary packaging touches the product directly, such as the aroma-sealed pouch. The secondary packaging groups them together and often features the branding and product details, for example, the folding carton. The transit packaging bundles units for warehousing and delivery.
Each layer serves a different purpose, and not every one is necessary. Where the primary packaging already provides good protection and information, an additional box can become overpackaging.
01
Primary packaging
Has direct contact with the product and serves as its primary protective layer.
02
Secondary packaging
Summarises the product and carries the brand and information.
03
Shipping packaging
Bundles and protects on the way to the warehouse or to the customer.
Every level must earn its place.
1.3 / Job Profile and Requirements
Prioritise instead of treating everything as equally important.
A requirements profile defines what the packaging needs to deliver: which functions are essential, where is it sold, and which packaging levels are required? It forms the basis for the brief, choice of materials and design.
For 'Alpenkraut', this means that aroma protection and shelf appeal take priority, while online shipping calls for sturdy edges. What isn't included in the brief is often forgotten later on.
A clear profile saves detours.
Exercise
Dismantle packaging
Task: Analyse three types of packaging from the supermarket and evaluate how well they fulfil their functions.
STEP 1
Bring three different food packages with you.
STEP 2
Break down each into primary, secondary and shipping levels.
STEP 3
Rate each of the five features from 1 to 3 points.
STEP 4
Formulate a specific suggestion for improvement for packaging.
Evaluation: Where do functions conflict, for example, good protection and minimal material?