Packaging is an art, science and technology of protecting or enclosing objects for transfer, storage, display, distribution, and usage. It is used to protect and maintain the goods while their storage is at a commercial establishment. Packaging also encompasses the whole process of developing, testing, designing and manufacturing customized packages. With modern advancements in packaging, many options are available that are suitable for diverse applications.

Packaging plays an important role in communicating the product information to the end consumer. This enables customers to make informed decisions when purchasing the product and helps manufacturers and marketers to increase sales and customer base. A well-developed package conveys a strong message about the product to the customer. This leads to increased brand loyalty and brand recall. A highly optimized packaging strategy results in improved sales performance and an increased bottom line.

In order to maximize sales, it is important to maintain a consistent marketing message across all marketing media. Packaging conveys the correct marketing message to the target audience. The packaging should complement the message being conveyed by the company. To get the best from your packaging strategy, there are certain key takeaways you should consider:

* Make sure you select the right labeling and packaging system for your product. Many times, wrong labeling and packaging systems negatively affect the actual product. For instance, inappropriate packing of a non-perishable foodstuff may damage the packaging, reduce shelf life, compromise food quality, and expose the product to heat, moisture and light. On the other hand, improper packaging of perishable products can lead to spoilage and product recall. You should pay attention to the type of packaging material, its physical size, color, shape and density.

* Think label and packaging design. Proper planning and design are critical in determining the effectiveness of your packaging materials. Pay attention to key terms and their definitions. Make a list of the key terms you want your labels to meet. Be sure to include these key terms in both the visual and textual components of the packaging material. Furthermore, it is a good idea to make a list of key terms used in marketing, as this will make the translation of the marketing message much easier.

* Be consistent with your brand name. This serves as an effective branding strategy. Package designs and branding should always be in harmony. While some marketers choose to design their packaging based on the marketing function of the products, most package designers will provide you with packaging that meets the functional requirements of the product. The use of appropriate colors and shapes is very important as well.

* Think global. Consumers are global. When consumers receive a package in their country, it could mean a lot to them because they could relate it to their home country, where that product was manufactured. Marketers need to consider the key points from all over the globe when packaging their products, especially in the global marketplace.

The importance placed in packaging can vary from marketer to marketer. Regardless of the brand you are selling, if your packaging does not reflect the image you want to convey to your consumers, your marketing efforts are wasted. Packaging plays an important role in the success of marketing campaigns. It is thus important for marketers to take time to consider what their marketing efforts are doing so that the appropriate packaging can be selected for their specific product.

* Think local. In the global marketing environment, it is very important to market locally to local consumers. However, consumers from every place may not have access to the same product. Marketers should think about what key terms their consumers would be looking for when looking at the packaging. If there are certain key terms that are not found in the packaging, it could mean that there is something wrong with the marketing copy or that there is a missing content in the marketing material.

* Think long term. Brand packaging for marketing purposes should be thought of as a long term investment. Not only should the packaging represent the brand but it should also provide valuable information to consumers while at the same time provide packaging that is appealing to consumers. Packaging should be taken seriously by both the brand and the packaging designer.

Marketing and packaging professionals can implement various learning objectives in order to make packaging as impactful as possible. They should take feedback from their clients and use this to improve future efforts. The learning objective could also be used as a gauge to measure the success of a marketing or packaging effort. Learning objectives should help the professionals to determine how well they are meeting their client’s expectations and help them learn from their mistakes. With the right training and knowledge, packaging professionals will be able to implement the learning objectives in their own packaging without causing any more problems than they solve.