√ Definition of packaging according to experts, its function, purpose & types
Understanding Packaging According to Experts, Function, Purpose & Types – On this occasion we will discuss packaging. This discussion includes the definition of packaging according to experts, the function of packaging, the benefits of packaging, the purpose of packaging, types of packaging which will be explained completely and easily understood.
Understanding Packaging According to Experts, Function, Purpose & Types
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Understanding Packaging According to Experts
The following is the definition of packaging according to experts.
1. Rodriguez (2008)
The definition of packaging according to Rodriguez is that packaging or active packaging is packaging that changes the condition of food ingredients with additions active compounds so that they can extend the shelf life of packaged food ingredients and also increase safety and maintain quality.
2. KBBI (Big Indonesian Dictionary)
The definition of packaging according to the KBBI is the protective wrapping in a merchandise that is produced from packaging activities
3. Cahyorini and Rusfian (2011)
According to Cahyorini and Rusfian, packaging is an activity carried out by a company consisting of graphic design, product information and design structure.
4. Wijayanti Point (2012)
According to Titik Wijayanti, packaging is an effort made by a company to provide information to each consumer about the products contained therein.
5. Kotler and Armstrong (2012)
The definition of packaging according to Kotler and Armstrong is a form of activity that involves design and product, so that this packaging can function so that the product inside can be protected.
6. Kotler and Keller (2009: 27)
The definition of packaging according to Kotler and Keller, packaging is the activity and production of containers or packages as a product
7. Klimchuk and Krasovec (2006: 33)
The definition of packaging according to Klimchuk and Krasovec is a creative design that links shape, structure, materials, colors, prints, typography and design elements with product information so that the product can be marketed.
8. Danger (1992: 49)
The definition of packaging according to Danger is a container or wrapping to prepare goods so they are ready to be transported, distributed, stored, sold and used. Having a container or wrapper can help prevent or reduce damage, protecting the product contained in it, protects from the dangers of pollution and physical disturbances (friction, impact and vibration).
Packaging Function
The function of the packaging according to Danger (1992: 3) include:
- Protects products and keeps them in good condition.
- Makes it easy to distribute economically
- Cost effectiveness
- Sell the product
Other functions of packaging according to Wijayanti Point(2012) are:
- Can make a product beautiful with packaging that matches the product category
- Provide product safety so that it is not damaged when displayed in the store.
- Provide product security during the product distribution process
- Providing information to consumers about the product itself in the form of labeling
- Is the result of a product design that shows the product.
According to Simamora (2007), packaging has two functions, namely:
-
Protective Function
In this function, packaging is related to product protection or product safety, climate differences, transportation infrastructure and distribution channels, all of which will have an impact on packaging. With protective packaging, consumers do not need to bear the risk of purchasing damaged or defective products. -
Promotional Function
In this function, packaging will make promotion easier, in packaging the company considers consumer preferences regarding color, size and appearance of the product.
According to Kotler(1999: 228), as a marketing tool, packaging has the following functions:
- Self-service: A packaging must be attractive, provide product characteristics, be able to convince consumers and give an overall impression that supports the product
- Consumer Influence: with good packaging, consumers are willing to pay more for convenience, appearance, dependability and prestige.
- Company And Brand Image: Packaging is designed carefully, the company introduces the strengths of its product with packaging so that consumers recognize the company or product brand more quickly.
- Innovation Opportunities: how to provide innovative packaging that will be useful for consumers and provide benefits for producers.
Packaging Purpose
According to Louw and Kimber (2007), the objectives of packaging and labeling are:
- Physical Production: A packaging aims to protect objects from temperature, vibration, shock, pressure and so on.
- Barrier Protection: Packaging aims to protect against oxygen obstruction, water vapor, dust, and so on.
- Containment or Agglomeration: For transportation and handling efficiency, small sized products are usually grouped in one packaging package.
- Information Transmission: Information about how to transport, recycle or dispose of product packages is often found on the packaging or label
- Reducing Theft: If there is a package that cannot be closed again or is physically damaged, it is very helpful in preventing theft. The package also includes providing the opportunity as an anti-theft device.
- Convenience: Features that increase convenience in distribution, handling, sales, display, opening, re-closing, use and reuse.
- Marketing: Packaging and labels can be used by marketers to encourage potential buyers to buy products.
Types of Packaging
Based on Content Structure
Types of packaging based on Content Structure are divided into:
- Primary Packaging: Namely packaging with packaging materials that directly accommodate food ingredients (milk cans, drink bottles, etc.)
- Secondary Packaging: Namely packaging that has the function of protecting other packaging groups, such as cardboard boxes for milk cans, wooden boxes for wrapped fruit containers and so on.
- Tertiary and Quaternary Packaging: Namely the packaging needed to store goods or products during the shipping process.
Based on Frequency of Use
Types of packaging based on Frequency of Use can be divided into:
- Disposable Packaging: This is a type of packaging that is immediately thrown away after one use. Such as plastic wrap, leaf wrap and others.
- Packaging that can be used repeatedly (MultiTrip): is a type of packaging that is generally not thrown away by consumers, but returned to the selling agent to be reused. Like a drink bottle
- Non-disposable packaging (Semi Disposable): This is a type of packaging that is usually used for other purposes in the consumer's home after use. Like a biscuit tin
Based on the level of readiness to use
Types of packaging based on the level of readiness for use can be divided into:
- Ready to Use Packaging: This is a type of packaging made from packaging material that is ready to be filled in a perfect shape when it leaves the factory. Examples are bottles, cans
- Packaging Ready to Assemble: This is a type of packaging that requires an assembly stage before filling. Like cans in the form of flexible plates and cylinders, containers are made of paper, foil or plastic
Thus has been explained about Understanding Packaging According to Experts, Function, Purpose & Types. Hopefully it can increase your insight and knowledge. Thank you for visiting
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