As a result of globalisation, packaging and shipping practises have evolved. From the enhancement of packaging materials to the expansion of international trade, globalisation has had far-reaching effects on the packaging and distribution industries.
International trade and commerce, including packaging, are hallmarks of globalisation. To “contain, protect, identify, describe, promote, and otherwise make products marketable,” as defined by the International Association of Packaging Research Institutes (IAPRI), is the primary function of packaging. The majority of the packaging is dedicated to explaining the product to the buyer. You can’t possibly make a well-informed purchase decision without this data.
Packaging has become an increasingly important communication tool for businesses as a result of the rising global competition in the market and the need to stand out. It’s crucial for reaching out to possible customers. Because it adds visual appeal, safeguards the contents, and presents them in an alluring light, product packaging plays a crucial role in the marketing, sales, and transport of goods.
Because of advancements in manufacturing, packaging design, and materials, packaging has undergone a dramatic transformation in recent decades. Modern packaging aims to serve its intended purpose while also being economical, visually appealing, and full of useful information for consumers.
Across many sectors, product packaging has become an integral part of the advertising strategy. It’s a way to boost the product’s reputation and impress buyers. No matter the variety, it is an effective method for raising brand awareness and selling more of a product.
This transformation highlights the value of packaging as a means of conveying brand identity. There are numerous approaches to using packaging to convey brand identity. Among other things, packaging can serve to highlight a product’s best features, educate buyers, and build name recognition.
Packaging aids international trade by providing essential branding and information to consumers. Companies have more leeway to design convenient and secure packaging thanks to advances in technology. Businesses can expand their international customer base by thinking of packaging as a strategic tool in today’s interconnected economy.
Packaging’s aesthetic value lies in the emotional connection it forges with consumers. Brands can connect with their customers on an emotional level by using design, texture, and colour. The customer’s purchasing decision is impacted by the impact on their emotions. As a result, it’s clear that packaging’s function has shifted significantly, and it’s now widely recognised as a powerful medium for promoting brands.
To convey brand values and messages to the consumer, packaging can act as a “silent salesperson,” which is its most important function. Packaging, as opposed to more conventional forms of advertising, has the potential to more directly connect with the target audience. It can also be used to sway customers’ preferences and ultimately their wallets. Branding accomplishes this by appealing to the buyer’s emotions and drawing attention to the features of the product that the buyer values.
In addition, businesses need to stay competitive by designing products that take advantage of the most recent technological developments. To further ensure the product is designed with the user in mind, appropriate design methodologies, such as user-centred design, must be employed.
Businesses must also make sure the packaging design reflects their values and mission in order to establish trust with their target demographic. It’s a great way to set your product apart from the crowd, whether you’re selling it in a store or online.
When done well, packaging can convey important messages about a brand and leave a lasting impression on the buyer. Customers are more likely to purchase a global product if its packaging is well-designed and executed. Product packaging has been around for centuries, and it has evolved alongside advances in manufacturing technology and consumer preferences.
Sources
- National Research Council. 2009. Educating the Entrepreneurial Engineer: The Social Impact of Globalization and Packaging.
- Blythe, Marie. “The Pro’s and Con’s of Local Production.” HuffPost, 17 Nov. 2018, https://www.huffpost.com/entry/the-pros-and-cons-of-local-production_b_5acedcd8e4b06cd2bd0abf1f
- Michal, McKinney. “7 Pros and Cons of Globalization.” Investopedia, 5 Dec. 2021, https://www.investopedia.com/terms/g/globalization.asp
- Chian, Hong. “7 Negative Effects of Packaging.” Economic Times, 19 Nov. 2020, https://economictimes.indiatimes.com/small-biz/sme-sector/7-negative-effects-of-packaging/articleshow/79283869.cms?from=mdr
- Buck, Holly. “The Environmental Impact of Packaging.” Environmental Science, edited by Susan Chirico, 2nd ed., vol. 1, Gale Cengage, 2014. Science in Context, http://link.galegroup.com/apps/doc/CV2641100607/SCIC?u=mlin_n_umass&sid=SCIC&xid=82b8dad7
