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Home→The Westburn Dictionary of Marketing→P→packaging

packaging

Definition:
Is the art of packing goods in efficient and attractive containers. The basic function of any pack is to protect its contents in transit, in storage and in use. To fulfil these functions packaging serves a number of different purposes as the PRODUCT moves through the channels of distribution from producer to the final CONSUMER. The criteria of appearance, protection, function, cost and disposability all have to be considered when developing a package, weighing up physical properties against suitability for promotional purposes, providing the user with a visual means of identification. While protection of the contents is probably the single most important aspect of pack design and construction the aspects of its use as a promotional tool - a visual cue at point-of-sale - and the issue of disposability of packing are receiving increasing attention.

Cross-References:
[product] [consumer]

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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Margaret D. Potts and Michael J. Baker], [1998].