Packaging was originally born to protect the product in the logistic phases of transport and storage, to avoid causing harms that would compromise the quality of the product and make it impossible to sell.
This function remains today the most important one since the integrity of the product is to be preserved by all means. Only difference is, today you have to do it with style.
These last years for example, recycled boxes decorated through flexo printing machines are in, as are serigraphic accessories for packaging. In addition to helping the environment by using recycled input, the printing technique is of low environmental impact and does not set any limits to the creativity of designers that usually prefer this alternative because it allows them to create wrappers with less conventional materials like fabrics.
The packaging has to be aligned with the product you have to sell, but innovation is always welcome. Daily products, when presented with a new and different design can have an advantage in terms of marketing even if no new technology is being used. One of the markets that has experimented the most with how packaging design innovation can make sales rise in a short time is the market of house cleaning products.
Not only that, packaging must be created with the physical abilities of our target at the forefront of our design strategy. Industrial products that will suffer low temperatures and lots of handling and transportation need a resistant and hermetic protection. If on the contrary our target is people over 50 years old, the price will be an important factor, but ease of use/opening will be even more important, as will be using a bigger type size. If our product was oriented to the consumption by big families, we would probably have to set convenience of price as the key factor.
All of these factors: functionality, ease of use, coherence with the product, innovative design and target adequacy can seem a lot to take into consideration, but there is one more that has become more and more important and that is now the source for a great deal of firms' packaging and merchandising strategies.
People are each day more concerned that maybe the plastic bags packaging machines use or the double boxes that come with some products (a plastic one to protect the product and a cardboard cover whose only use is advertising) are maybe not the most sustainable alternative and tend to buy from companies who emphasize their ecological responsibility by using vegetal-based packaging materials. An example of this is the skin care and bath products supplier Lush, who not only uses cardboard and recycled paper in all moisturizing creams packaging and gives away free samples to consumers tacking back the clean empty containers but also protects its soaps with pop corn and biodegradable starch-based chips and water.
If you manage to create a practical, inspiring and sustainable packaging that is also reusable you may not only experiment a raise in sales from new customers in all sales points but you may also have your logo in kitchens, rooms, streets and even runways like the company Misako, who invaded the streets of the fashion capitals of the world with their black and white shopping bags that at the moment of purchase contained... real bags.