Packaging Roots

Lecture 1 : Packaging Roots
2nd Semester, SY 2022 – 2023

Product or Packaging?
Packaging Evolution
Packaging Evolution
Packaging Changes
• Reduction in the size of the family unit, due to decreased birth rates, increased number
of one-parent families and increased longevity. There are now many more single- and
two-person households than there were in the 1950s and 1960s and this means a
requirement for smaller packs, thus more packaging per kilogram of food.
• Growth in the number of households in which all adults are in either full-or part-time
work, outside of the home.
• Growth in ownership of domestic appliances such as the fridge and freezer has
allowed consumers to buy larger quantities of ‘fresh’ foods, which are expected to remain
in good condition for prolonged periods of time.
• More disposable income means more money to spend on food, especially luxury food
and drink.
• More international travel and exposure to other cultures, leading to interest in
‘ethnic’ foods, but with minimal preparation time.
Packaging Design and its Role
Packaging as Brand image
Packaging was, and still is, the perfect
communication vehicle to showcase the brand
image. Packaging can be so strong that it makes
a brand instantly recognizable.
Markets, and the way consumers receive

information, have changed, leaving the package
a major marketing tool. Packages have become
three-dimensional ads for brands. We now see
packages that change color
when they are hot or cold as well as ones that
light up and talk. The lifespan of a package is
now evaluated by consumers and seen as part of
the total brand experience.
In 2005, the Wall Street Journal reported on multinational
manufacturing giant Procter & Gamble's concept of the First
Moment of Truth (or FMOT, pronounced "EFF-mot"), writing,
"Procter & Gamble believes shoppers make up their mind about
a product in about the time it takes to read this [sentence]." Essen
tially, in the first three to seven seconds, after a shopper
encounters a product on a store shelf, marketers have the best
chance of turning a browser into a buyer.
Because corporations have seen how creative packaging and

brand identity have positively impacted the sales and growth of
certain products, design is now being considered a real player in
marketing. Designers must step up and articulate their designs'
results, not just talk about the wonderful aesthetics, in order to
capture these new opportunities.
Levels of Packaging
• Primary packaging includes not just the materials in direct contact with
the product, but all of the packaging which surrounds the product when
the consumer takes it home. For a multipack of crisps, for example, the
primary packaging will be the individual bags and the large bag into
which the separate packs are packed.
A useful way to define primary packaging is to think of it as all the
packaging which eventually finds its way into the domestic waste stream,
once the product is used up.
• Secondary packaging is used to group packs together for ease of handling.
In the example above of the crisps, several multipacks are packed into
printed corrugated cases. The case is the secondary packaging. Other
examples of secondary packaging are shrinkwrap film, the corrugated
board, and thermoformed plastic trays used for shelf-ready packaging.
• Tertiary packaging is used to collate secondary packs for ease of

transport. One of the most common forms of tertiary packaging is the pallet,
along with stretch-wrap film and a label, to secure the secondary packs to
the pallet and provide a ready means of identification. Roll cages and
crates are also examples of tertiary packaging.
Activity 1 - SEATWORK GRADED TASK 1
Group yourselves by 3s, search for 3 Pick up 10 of your most-loved

products and their history of products. it may be food, gadget, or
packaging and why change their
anything that comes to your mind.
packaging. Look for their pictures and
determine the levels of packaging. Attach the images (from Google or
actual) and give in 5 one-word
Submission: Within the day in PDF. descriptors of what made you love it.
Include a conclusion among the items

you have picked and described.
Upload in your canvas next week.

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Lecture 1 : Packaging Roots

2nd Semester, SY 2022 – 2023

Markets, and the way consumers receive

Because corporations have seen how creative packaging and

• Tertiary packaging is used to collate secondary packs for ease of

Group yourselves by 3s, search for 3 Pick up 10 of your most-loved

Include a conclusion among the items

Upload in your canvas next week.

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