2.2 Objectives Of Packaging And Package Labeling

2.2.2.2 Objectives of Packaging

Packaging and package labeling have several objectives[17] They include functions like physical protection, barrier protection, containment or agglomeration, information transmission, Marketing, Security, Convenience and Portion control. Despite all functions, however, this study is concerned with two functions, namely marketing and convenience.

Marketing in a sense that packaging and labels can be used by marketers to encourage potential buyers to purchase a product. Package graphic design and physical design have been important and constantly evolving phenomena for several decades marketing communications and graphic design are applied to the surface of the package and often to the point of sale display. Most packaging is designed to reflect the brand's

All types of bottles coexist and are regularly reshaped in order to better catch consumers’ attention. The most recent trends in the small bottles category go for supposedly handier bottles, e.g. 50cl bottles with a sport-type cap or 1 litre bottles for desk use. Advertising investments and a new PET bottle enabled sales of Badoit to grow by 6% in France (Danone, 2000). Danone developed in this country a new 1 litre bottle for Volvic and Evian, its two major still natural mineral water brands. Bigger-sized containers also sell very well, in particular 2-litre bottles (e.g.: Danone’s Ferrarelle in Italy) and water carboys over 5 litres, for home and office consumption. In Japan, over 2 million bottles of water are sold through automatic dispensers, which led Danone to design a special bottle for Volvic water to fit into these machines. Companies, e.g. Perrier, often design special glass bottles for particular events. Evian did so for the winter Olympic games in Albertville (France) in 1992, and has since gone on with a special glass Christmas bottle. In 1999, the “Millenium” bottle shaped a drop of