Branding, Packaging and LabelingChapter 32
Sec. 31.2 – Packaging and Labeling
• The principal functions of product packaging
• The main functions of labels
What you’ll learn . . . What you’ll learn . . .
Packaging
• The physical container or wrapping for a product.
Functions of Packaging
• Promoting and Selling the Product
Functions of Packaging
• Defining Product Identity – invokes prestige, convenience, or status
Functions of Packaging
• Provides Information – UPC symbols, contents, guarantees, nutritional value, potential hazards
Functions of Packaging
• Meeting Customer Needs – various sizes, snack kits, etc.
• Ensuring Safe Use – plastic instead of glass, tamper-resistant packaging, blisterpacks, childproof containers
Functions of Packaging
To read about the Tylenol murders in 1982, To read about the Tylenol murders in 1982, and the resulting invention of the and the resulting invention of the tamperproof package, click on the Tylenol tamperproof package, click on the Tylenol box above.box above.
• Protecting the Product – during shipping, storage, and display. Protects food from spoilage. Helps prevent shoplifting
Functions of Packaging
Contemporary Packaging Issues
• Aseptic Packaging – Incorporates a technology that keeps foods fresh without refrigeration for extended periods
Contemporary Packaging Issues
• Environmental Packaging – reusable, recyclable, less wasteful, and safer for the environment
Contemporary Packaging Issues
• Cause Packaging – to promote non-product issues such as social and political causes
Ex: Body Shop, Ben & Jerry’s
Click on the ice cream Click on the ice cream carton to learn about carton to learn about cause packaging at Ben cause packaging at Ben and Jerry’sand Jerry’s
Labeling
• A label is an information tag, wrapper, seal, or imprinted message attached to a product
A labels main function is to inform about contents and give directions
Brand Label – gives the brand name, etc.
Descriptive Label
• Information about product use, care, other features
Grade Label
• States the quality – AA, A, B
Labeling Laws
• Many package labels must meet local, state, and federal standards
• FDA – Federal Food and Drug Administration – requires nutritional info, regulates health claims and defines descriptive terms such as “light,” “free,” “low,” and “reduced” to make them consistent on all products
• FTC – Federal Trade Commission – monitors for deceptive advertising that is false or misleading, including guidelines for environmental claims like “recycled” or “biodegradable.”
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