Sec. 31.2 – Packaging and Labeling

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Transcript Sec. 31.2 – Packaging and Labeling

Branding, Packaging and Labeling
Chapter 32
Sec. 31.2 – Packaging and Labeling
What you’ll learn . . .
• The principal functions of
product packaging
• The main functions of labels
• The physical container or
wrapping for a product.
Functions of Packaging
• Promoting and Selling the Product
Functions of Packaging
• Defining Product Identity – invokes
prestige, convenience, or status
Functions of Packaging
• Provides Information
– UPC symbols,
contents, guarantees,
nutritional value,
potential hazards
Functions of
• Meeting
Needs –
various sizes,
snack kits, etc.
Functions of Packaging
• Ensuring Safe Use –
plastic instead of
glass, tamperresistant packaging,
childproof containers
To read about the Tylenol murders in 1982,
and the resulting invention of the
tamperproof package, click on the Tylenol
box above.
Functions of Packaging
• Protecting the Product – during
shipping, storage, and display.
Protects food from spoilage.
Helps prevent shoplifting
Contemporary Packaging Issues
• Aseptic Packaging – Incorporates a
technology that keeps foods fresh without
refrigeration for extended periods
Contemporary Packaging Issues
• Environmental
Packaging –
recyclable, less
wasteful, and
safer for the
Contemporary Packaging Issues
• Cause Packaging – to promote
non-product issues such as
social and political causes
Ex: Body Shop, Ben & Jerry’s
Click on the ice cream
carton to learn about
cause packaging at Ben
and Jerry’s
• A label is an information tag,
wrapper, seal, or imprinted
message attached to a product
A labels main function is to inform about contents
and give directions
Brand Label – gives the brand name, etc.
Descriptive Label
• Information about
product use,
care, other
Grade Label
• States the quality
– AA, A, B
Labeling Laws
• Many package labels must meet local, state,
and federal standards
• FDA – Federal Food and Drug Administration
– requires nutritional info, regulates health
claims and defines descriptive terms such as
“light,” “free,” “low,” and “reduced” to make
them consistent on all products
• FTC – Federal Trade Commission – monitors
for deceptive advertising that is false or
misleading, including guidelines for
environmental claims like “recycled” or