Importance of Packaging

Packaging plays an important role, not only promoting the sales of the product, but also in establishing the brand. Packaging, today, has acquired an extremely essential place in the marketing world. Bakery products, whose quality can suffer due to various climatic conditions needs not only attractive packaging, to attract customers, but also different packaging materials to protect them against differing climatic conditions.

- Ashok Malkani

Bakery business is not just producing bread and cakes or selling them. There are much more elements involved for a baker. One of the most important things for achieving success in the profession is packaging your product. Packaging is what initially catches the eye of the customer. It acts as a powerful first impression, conveying brand identity through visual elements like colour, fonts and imagery. Packaging, one may add, significantly aids brand development by acting as the first physical brand touchpoint, communicating brand values.

As people become health conscious, bakery products – which are considered as healthy food items - are becoming popular and the demand for these products in is increasing internationally. The result is that the bakery products are gaining ground. Besides the baked products like bread, bagel, toasts, etc. even confectionery items are finding a higher market. Today, bakery and confectionery industry (with products ranging from mouthwatering pastries to delectable chocolates) - is gaining ground in the food market.

The significance of branding in this sweet realm has, therefore, acquired a substantially important role in the promotion of sales and marketing of the product.

A unique brand identity is the cornerstone of the success of your products. Some of the important elements of the brand are your logo and packaging. An attractive packaging of the product is the first thing noticed by the customers.

Packaging, it may be mentioned, has been an important element in sales promotion since decades. The origin of packaging can be traced back to the earlier days of manufacturing. Today, packaging has become a part of marketing policy. This is because packaging creates the difference between similar kinds of products available next to each other on shelves.

Impact of Packaging