What is Good? part 2 (Packaging)

I'm still a little muddle about my concept and how to start my work so things have hit a point where I'm confused, so I think a little clarification is needed there. Nevertheless, I can look at packaging to get a feel of what I am to create and what I would fit my concept and what suits my target audience.

The burning question is 'what is packaging?' because I think we all have an understanding but I don't, for one, understand what is classed as packaging and what is not. For example I would class a jewel case containing a music lyric book and CD packaging, but would you class a digipak as the same even though the artwork is printed onto it. On this particular item, does the cellophane become the packaging and the digipak become part of the product?

Here, I have a statement of what packaging is

Packaging and packaging graphics address a number of key roles:

• The utilitarian function of containing, protecting and distributing their contents.


• The marketing of the product as part of a multi-media age of access and distribution.


• The sales function and brand manifestation of product at the point of sale or interaction.


• Product identification and differentiation in amongst a visual competitive culture.


• A reflection of lifestyle and behavioral patterns of consumers.


• Added value
and stepping beyond the functional.

Until recently I knew I didn't have a full grip on what is and what isn't packaging.

There is more than one type of packaging widely used. Transport packaging or Distribution packaging and consumer packaging. Transport packaging could be a shipping container that holds the inner packaging which contains the product. Consumer packaging focuses on the consumer and could be used to advertise.

Here is an explanation of packaging types.

• Primary packaging is the material that first envelops the product and holds it. This usually is the smallest unit of distribution or use and is the package which is in direct contact with the contents.


• Secondary packaging is outside the primary packaging – perhaps used to group primary packages together.


• Tertiary packaging is used for bulk handling, warehouse storage and transport shipping. The most common form is a palletized unit load that packs tightly into containers.

So what is packaging?
Well anything related to the above statements. It could be a clothes tag on a t-shirt. It could be the shrink wrapping on on picture frame. It could be a belly band on a book or one of those snappy jewelery boxes.

Overall, it is safe to say that packaging has to be functional as well as aesthetically pleasing. Yes, it is still seen as a sales canvas but now packaging has to take note of ethical sustainability.