When we think about the purpose of packaging we tend to think about its various functions. How will my packaging solution protect against environmental factors? How do I ensure my packaging design appeals to the conveniences of consumers? How do I communicate what my product is and does via packaging marketing?

Before we begin to ask bigger questions about clear packaging, we should understand that packaging was originally meant to serve one primary function: to protect its contents. This is especially true when it comes to packaging food products. 

Today, food manufacturers must consider a myriad of other functions clear packaging must serve in addition to simply just protecting its contents. 

In this blog, we’ll discuss a few of those functions as factors food manufacturers must consider when selecting an optimal packaging solution. 

Protecting Packaging Contents

The primary purpose packaging must fulfill is the ability to effectively protect its contents. What good is packaging if it fails to keep products in pristine condition, clean, and safe to eat? As the demand for online shopping increases, so too does the demand for food products. Food product packaging must be able to withstand the demands of shipping, temperature changes, and other external factors that could implicate packaging contents before the package reaches your home. 

Designing Purposefully

Have you ever experienced the inconvenience of unpackaging a poorly designed package in order to get to the product? While it is important to ensure your packaging solution is capable of effectively protecting its contents, it’s also important to consider user-experience when it comes to product packaging. 

Communication Marketing

Finally, when it comes to product packaging you’ll also want to consider how you approach informing the consumer about your product. While bright colours, large text, or catchy slogans may catch the eye of the consumer - it might not communicate what your product is. Opting for clear packaging will allow consumers to see what it is you’re selling, but if you’re looking to inform the consumer why your product outshines competitors it might be worth consulting with a marketing group or an experienced packaging professional.