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Amadeo Tusell - 06th july 2022

Product packaging is defined as packaging, in the world of branding, and its marketing. It consists of a wrapper that contains the product, or a group of them, so that its conservation, handling and transport is carried out guaranteeing its indemnity.

We find different types of packaging, and they can be classified taking into account the direct contact or not that the packaging maintains with the product.

Thus, we find primary, secondary and tertiary packaging. The first maintains direct contact with the product and can even be used as a container for consumption, the second contains a group of various primary packages, such as the six-pack of beverages, which facilitate its transfer.

The third is in the way the products are usually moved to the points of sale. This last packaging is rarely shown to the consumer.




The structure of the product packaging, regardless of its type, always pursues the objective of protecting and maintaining its properties and characteristics.

It must also facilitate the storage and transportation of the merchandise, from the point of production to the place where they are finally placed in the market.



To ensure product protection and ease of transportation, packaging material must be carefully selected. However, being resistant is not enough, since it can even react with the content, in the case of food products, for example.

Consumer safety is a point to consider, but the marketing chain is also considered to prevent accidents.



The current trend guides manufacturers to the field of ecological and sustainable. Let us remember that among the values ​​that are highlighted in the brand management process, any material that is sustainable over time and does not cause damage to the environment has been positioned preferentially.

The reuse and recycling of packaging has been a great idea, which is accepted with pleasure by customers, becoming a differentiating element of the brands.



Taking into account the different functions and content of the packaging, various materials are used to successfully complete the production process, with an adequate packaging system that can be used with the elements of the brand.


With plastic, despite reservations due to its degree of degradation in the environment, interesting adaptations have been made, and its use is maintained, particularly in food products, due to its resistance and impermeability.

The cardboard offers a wide possibility of printing logos and emblematic colors of the brands, so that in addition to the respect for the environment that it maintains, it marks preference in some products.

The use of this material, providing protection to fragile and brittle products, is a highly sought-after additional function.

Textiles, especially natural fibers, without colorants or chemical additives, have been used for the packaging of clothing and footwear, providing the possibility of using it for other functions.

The aluminized material is maintained in a particular way, in the snacks and chocolate sector, due to its light-insulating properties and environmental conditions.

In secondary packaging, greater resistance and durability are sought. In this field, wood is widely used, providing protection and storage facilities, especially in long transfers.


Characteristics of the ideal material


The ideal material for the packaging and distribution of products must provide protection to it, therefore, it must be resistant and durable.

In the same way, it is expected to be able to label or print the distinctive brands of the companies, so its surface must have the necessary porosity to accept this procedure, but sufficiently insulating so that the properties of the product are not altered.

Preferably, it should contribute and share an essential value, such as sustainability and respect for the environment.

This concept has been installed in the world of brands, as it is a feature that is increasingly sought after by the consumer.


Importance of packaging


Packaging is decisive in brand management, since the presentation of the product has an impact, in principle, through the visual channel.

What stands out at first sight due to size, color, reusability, values ​​and environmental care, can make a difference, when deciding to purchase a certain product, on a shelf with a lot of diversity.

Making a difference through packaging is one of the primary functions of brand processing.

So, we have that according to the sector to which the product is directed, a large or small package will be chosen. With differentiated or common forms, and with certain colors and messages in its design.

Packaging as such can become a brand itself, provided it has been carefully planned.

To get the most out of the packaging of the finished product, experts in brand management are used.

They have the knowledge and appropriate tools to highlight your product and place it within the consumer's purchase intention. Do not hesitate to go to the experts.