The Role of a Product’s Package

It probably is not often that you put too much thought into the packaging items you purchase come in. However, packaging is an entire industry in itself. Different products have different packaging needs in order to ensure they are enclosed and protected during the processes of shipping, storage, sale and use. Packaging is both a science and an art and uses a broad range of technologies depending on the item being packaged.

A great example that comes to mind is Apple. Their packaging is highly creative, innovative and effective. Their reputation for this has made simply opening a new Apple product a part of the experience of playing with the new toy for some. Take for example that packaging used for an Apple MacBook Pro. As is traditional for the company, the laptop is packaged in a white box. The box has a handle at the top for easy carrying and when you open it up, you will find your new laptop hugged by foam padding. The instructions for getting started with the new laptop are also inside and are enclosed in a white envelope. However, this is not a traditional envelope. Instead, is has two flaps that open on a vertical axis, and two that open on a horizontal axis. When the envelope is open, it appears as if you are looking into an open box with all its flaps sticking up. The first thing you will discover after the envelope has been opened is a manual that says, “Hello.” Every package Apple uses is clean, simple and effective. What makes their packaging standout is the little added touches, like the getting started package already described.

With that said, packaging is more than just putting a product into a box. The package itself must protect its contents and in some cases keep them from becoming contaminated. Packaging is also a marketing tool and can be used to include important company information that might draw a user to a website or encourage them to take advantage of another call to action. Further, with food and beverage products, packaging can even be used as a form of portion control. Think of the mini Coca-Cola cans, for example.

Many people work on creating packages, from engineers to marketing professionals. There are even companies dedicated to just manufacturing and distributing packaging solutions. Technical Packaging Systems, Inc. (TPS) is one of these companies. TPS creates complete packaging solutions from start to finish. They have a variety of tools that can be used for packaging, such as a conveyor system for products that need to be kept clean, washed, dried, cooled or just moved prior to being packaged or an automated guided vehicle to safely and efficiently move materials.

In conclusion, while the package your purchases are stored in may not seem important, that is not the case. A great deal of thought goes into packaging solutions to ensure products are not only kept safe, but also are presented in an appealing way to consumers.