Creating packaging design is one of the triggers for sales of a product because it is based on its function. Packaging design is an added value that can be used as a very effective emotional trap to attract consumers. In the context of visual communication, design has become part of the team in the communications industry. Design has also become an influential aspect in shaping the behavior of a society and its economic development.
Therefore, packaging design is predicted to have a big influence on consumer buying interest. In particular, the design elements of packaging shape and color are very influential compared to other factors. So these elements are really needed in creating a good and appropriate packaging design. The explanation regarding the function of packaging below is intended to be used as a reference for producers in making packaging.
Packaging Function
The main function of packaging must be to protect the product. For example, for food products it is best to use aluminum foil because it avoids direct sunlight. Then it must be able to protect it from impacts so that the product inside is not damaged. To find out this, it is best to carry out tests to determine the safety level of the packaging. Of course, consumers don’t just look at the packaging, but the quality of the product inside must be maintained.
Apart from protection, the convenience factor is an important thing to consider in packaging design. This means that the product can be easily stored and carried everywhere. For example, large packages equipped with a carrying case make it easier to carry or move them. Then various bottle products are made in a shape that fits the hand. You also need to pay attention to the packaging or size of the product to make it easier to layout in the shopping center and not waste space.
Lastly, packaging functions as a promotional tool. Where this factor is an added value from the two things above. Without the two things above, the promotion system cannot run. So it could be said that promotion is a complement to packaging. Good packaging is packaging that is able to invite consumers to find out more about the product being offered. If all of this can work, the packaging can be said to be successful.
From the manufacturer’s side, through strong branding and packaging the company is able to become a basis for forming customer loyalty and fanaticism. Brand loyalty can be a measure of how likely it is that customers will switch to another brand, so that by forming brand loyalty, it is less likely that customers will switch to another brand even though that brand provides cheaper prices or perhaps better quality. Meanwhile, for consumers, brands and packaging can add value to consumers. Having a perception of confidence in a product causes consumers to want to associate with it and buy it, so consumers will not hesitate to pay a high price to get a product with a certain brand and packaging.