CLASS: - NATIONAL DIPLOMA 11

COURSE: INTRODUCTION TO FOOD PACKAGING

COURSE CODE: FST 223

COURSE UNIT: 3 UNITS

COURSE OUTLINE

FUNCTIONS OF FOOD PACKAGING MATERIALS

 List attributes of packaging in food industry

 Primary packaging functions
 Use of packaging to extend shelf life of foods
 Importance of convenience packaging and examples of such package food
 Use of packaging as marketing tool
 Packaging as a means of product identity by consumers
 Packaging as a useful information tool
 Techniques of can fabrication

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ATTRIBUTES OF PACKAGING IN FOOD INDUSTRY

Packaging is a manufactured product consisting of any material or material combination used to

present, contain, protect, handle and distribute goods from raw materials to finished products. It
is a means of providing the correct environmental conditions for food during the length of time it
is stored and/or distributed to the consumer. Growing middleclass, opening of shopping malls,
customer friendly and growing retail markets, increasing industrial output and strong exports
have helped the development of packaging industry. Also changing rural markets which are
targets of some of the major consumer goods and food-sector industries have helped innovation
in packaging. The major segments of packaging industry are: flexible packaging, folding cartons,
corrugated boards and boxes, labels, shrink sleeves and wrappings and glass bottles. Packaging is
associated with some attributes.

Establishing the attributes:

Attribute levels must be chosen carefully to represent what would be realistic in the market and
should cover the entire range or representative levels. When consumers are more involved and
under less time pressure, the visual elements influence the likelihood of investigating further
compelling them to read label, checking product information is consistent with their needs if
package makes it seem that product is worth investigating more carefully. Four main packaging
attributes influencing consumer’s packaged food brand choice are color and graphic design,
shape, product information and technology image (convenience).

TABLE 1 IMPACT ON PURCHASE DECISION.

COLOR PACKAGE ATTRIBUTE PACKAGING LAYOUT OF
AND SHAPE PRODUCT TECHNOLOGY GRAPHICS AND
GRAPHICS INFORMATON INFORMATION

Colorful Curvy Precise Presented Left-right

design
Classic Straight Vague Not presented Right-left
design

Essential attributes of packaging are,

 Non toxic
 Sanitary protection (protect against contamination from microorganism)
 Moisture and fat protection (act as a barrier to moisture loss or gain and oxygen ingress
(i.e. Entering).
 Gas and odor protection (protect against ingress of odor or environmental toxicants)
 Light protection (filter out harmful ultraviolet light)
 Resistance to impact (provide resistance to physical damage)
 Transparency

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  Tamper-resistant (tamper evident)
 Ease of opening
 Pouring features (dispensing features)
 Reseal features
 Ease of disposal
 Size, shape and weight limitations (meet size, shape and weight requirement)
 Appearance and print ability
 Low cost
 Compatible with foods
 Have special features such as unitizing groups of product together

Nontoxic: Primary containers are packages that come in direct contact with foods and it is
important it is not toxic and does not become toxic while it is stored in the secondary container
e.g. a candy wrapper.

Sanitary protection: The container must protect the food product from microorganisms and
boring of insects or rodents. This barrier should remain in effect while the food is in the store and
in the home.

Moisture protection: Many foods need to be protected from losing moisture and from gaining
moisture however; some foods need to have films that allow for the escape of moisture, gases
from respiration and for maturation to occur. Fat protection is important for foods like butter to
keep from passing through wrappings.

Gas and odor protection: Off odors need to be sealed out of food that easily take on other food
odors and tastes. Some foods need to keep their flavors sealed inside the container. Cylinder
bread dough containers are designed to allow carbon dioxide gases to escape and not cause the
package to explode.

Light protection: Most foods are light sensitive at least to small degree and will deteriorate If
exposed to light. Meats will turn a lighter color and will not appear desirable to the consumer if
exposed to light. Colored bottles are used for products that are light sensitive.

Resistant to impact: Resistant to impact prevents breakage of the package and the subsequent
product contamination. This also implies that the product will not break while it is being
consumed. Processed potato chips sold in cylindrical cans resist damage from impact at the
wholesale, retail, and consumer level.

Transparent: Many foods are sold on their appetizing appeal to the customer. People like to see
what they are buying. Bacon is often displayed so that the amount of fat can be seen from both

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sides of the package. Often a single piece of fruit is cut and displayed in plastic wrap in grocery
stores to enhance customer interest.

Tamper-resistant and tamper-evident: Since criminal acts of sabotage have occurred where
individuals have poisoned medicine and foods, many food packages are equipped with plastic
seals to indicate if they have been opened. Membranous films are used over mouths of jars and
vacuum packing foods and seals are used to indicate violation.

Ease of opening/closing: It is important that it be easy and convenient to use. Twist-off caps and
pop-top caps used in the beverage industry are examples of this container function. Pull-tabs on
cereal boxes and reinforced strings on cellophane wrappers are other examples.
Pouring features: It should have pouring features to ease difficulty in handling. It is applied to
containers used for granular and particulate solids and pertains to breakfast cereals, salt, and
liquids. It would be difficult to pour milk out of a gallon container if the handle did not allow
release of air pressure.

Reseal features: The ability to reseal is a feature of items such as coffee cans, screw type bottles,
plastic bread sleeves, zip-top cheese packages and insert-tabs as the food industry introduces
special devices that have utility value for the consumer as well as protect the food product and
make it more desirable.

Ease of disposal: Ease of disposal is improved if packages can be burned, crushed, ground up or
easily recycled. Metal can easily be crushed, glass can be ground up, and paper can be burned
and recycled. Many plastic bottles can be recycled.

Size, shape, and weight limitations: Package size and shape help consumers to judge product
volume and value for money. Packaging size is strongly dependent on situation and consumer
demographics. Lighter weight packages are more economical provided they give the right
amount of protection. In general, people prefer square packages because they use space on
shelves better.

Appearance and print ability: Appearance after other criteria are met is important considerations.
Print ability allows the manufacturer to print the “pack date” or “best if used by date” or “sell
date” or “use date” on the package. This gives the consumer further evidence that the product is
good and wholesome. The print ability also affects the type or extent of advertising that a food
processor might be able to use to promote the product. They use explicit product information to
assess healthiness but also many other aspects of quality.

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Low cost: Cost after other criteria are met is important considerations. Obviously, no
manufacturer wants to spend more for its product’s package than what it is worth. For some
products the packaging costs more than the original raw ingredient bought from the farmer.

Compatible with foods: The choice of packaging should be compatible with food to keep the
food safe and protect from compression, vibration and tension

Have special features such as unitizing groups of product together: Should have features that
does not come in direct contact or touch the food product. A secondary container of box or
carton that is used to hold a carton of twelve candy bars and does not come in direct contact or
touch the food product.

PRIMARY PACKAGING FUNCTIONS

Packaging functions is defined as the basic functions by their role in either logistics or
marketing. The logistical function of packaging is mainly to protect the product during
movement through the distribution channels which could cause added packaging expense but
reduce the incidence of damage, spoilage or loss through theft or misplaced goods. The
marketing function of packaging provides an attractive method to convey messages about
product attributes to consumers. Whatever the functional aspects of packaging, it is one of the
product attributes perceived by consumers.

The principal function of packaging is;

Protection and preservation from external contamination: it is often regarded as the primary
function of package to protect its contents from environmental effects such as heat, light,
presence or absence of moisture, oxygen, pressure, enzymes, spurious odors, microorganisms,
insects, gaseous emissions, dirt and dust particles, shocks, vibrations and compressive forces
which cause deterioration of foods and beverages as well as protect the environment from the
product. This function involves retardation of deterioration, extension of shelf life, maintenance
of quality and safety of packaged food. Prolonging shelf life involves retardation of enzymatic,
microbial and biochemical reactions through various strategies such as removal of oxygen,
temperature control, moisture control by addition of chemicals such as salt, sugar, carbon dioxide
or natural acids or a combination of these with effective packaging. For the majority of food
products, the protection afforded by the package is an essential part of the preservation process
e.g. aseptically packaged milk and fruit juices in paperboard cartons only remain aseptic for as
long as the package provides protection likewise vacuum packaged meat which will not achieve
desired shelf life if package permits oxygen to enter. In general, once the integrity of the package
is breached, the product is no longer preserved. Packaging also protects or conserves much of the
energy expended during the production and processing of the product e.g. to produce, transport,
sell and store 1 kg of bread requires 15.8 MJ (mega joules) of energy. This energy is required in
the form of transport fuel, heat, power and refrigeration in farming and milling the wheat, baking

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and retailing the bread and distributing both the raw materials and the finished product. To
produce the low density polyethylene (LDPE) bag to package a 1 kg loaf of bread requires 1.4
MJ of energy. This means that each unit of energy in the packaging protects 11 units of energy in
the product, while eliminating the packaging to save 1.4 MJ of energy, it would also lead to
spoilage of the bread and a consequent waste of 15.8 MJ of energy. Precise integration of the
product, process, package, and distribution is critical to avoid recontamination. The ideal
packaging material should be inert and resistant to hazards and should not allow molecular
transfer from or to packaging materials.

Other major functions of packaging include containment, convenience and communication.

Containment: All products must be contained before they can be moved from one place to
another ensuring it is not intentionally spilled or dispersed. The "package" whether bottle of cola
or a bulk cement rail wagon must contain the product to function successfully. Without
containment, product loss and pollution would be wide spread. The containment function of
packaging makes a huge contribution to protecting the environment from the myriad of products
which are moved from one place to another. Faulty packaging (or under packaging) could result
in major pollution of the environment.

Convenience: Trend towards "grazing" (i.e., eating snack type meals frequently and on-the run
rather than regular meals) has demand for a wide variety of food and drink at outdoor functions
such as sports events and leisure time creating a demand for greater convenience in household
products. The products designed around principles of convenience include foods which are pre-
prepared and can be cooked or reheated in a very short time preferably without removing them
from their primary package. E.g. Sauces, dressings and condiments that can be applied simply
through aerosol or pump-action packages minimize mess. Two other aspects of convenience
important in package design are the apportionment function of packaging and an associated
aspect of the shape.
In the apportionment function of packaging: The package functions by reducing the output from
industrial production to a manageable desirable "consumer" size. E.g. a vat of wine is
"apportioned" into bottles, a churn of butter is "apportioned" by packing into 25 ml packet and a
batch of ice cream is "apportioned" into 2 L plastic tubs.

An associated aspect: Is the shape (relative proportions) of the primary package with regard to
consumer convenience (e.g. easy to hold, open and pour as appropriate) and efficiency in
building into secondary and tertiary packages. In the movement of packaged goods in interstate
and international trade, it is inefficient to handle each primary package individually so packaging
permits primary packages to be unitized into secondary packages (e.g. placed inside a corrugated
case) and secondary packages to be unitized into a tertiary package (e.g. a stretch-wrapped
pallet). This unitizing activity can be carried a stage further to produce a quaternary package (e.g.

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a container loaded with several pallets). As a consequence of this unitizing function, handling is
optimized since only a minimal number of discrete packages or loads need to be handled.

Communication: It serves as the link between consumer and food processor containing
mandatory information such as weight, source, ingredients, nutritional value and cautions for use
required by law functioning as a "silent salesman". The modem methods of consumer marketing
would fail if not for the messages communicated by the package indicating traceability, tamper
indication and portion control. The ability of consumers to instantly recognize products through
distinctive branding and labeling enables supermarkets to function on a self-service basis.
Without this communication function (i.e. if there were only plain packs and standard package
sizes) the weekly shopping expedition to the supermarket would become a lengthy frustrating
nightmare as consumers attempt to make purchasing decisions without numerous clues provided
by graphics and distinctive shapes of the packaging. It is not only in the supermarket that the
communication function of packaging is important but in warehouses and distribution centers
which would (and sometimes do) become chaotic if secondary and tertiary packages lacked
labels or carried incomplete details.

The widespread use of modem scanning equipment at retail checkouts relies on all packages
displaying a Universal Product Code (UPC); a tracking system that can be read accurately and
rapidly enabling tracking of packages through the foods supply chain from source to disposal.
Packages are imprinted with a universal product code to facilitate checkout and distribution
control. When international trade is involved and different languages are spoken, the use of
unambiguous, readily understood symbols on the package is imperative. UPC’s are also
frequently used in warehouses where hand held barcode readers linked to a computer make
stock-taking quick and efficient. Also the use of radio frequency identification (RFID) tags
attached to secondary and tertiary packages is beginning to revolutionize the supply chain. More
recent innovations used include surface variations sensed by finger tips and palms, sound/music
or verbal messages and aromas emitted as part of an active packaging spectrum. Gloss, matte,
holograms, diffraction patterns and flashing lights are also used.

THE USE OF PACKAGING TO EXTEND THE SHELF LIFE OF FOODS

The package affects the quality of foods by controlling the degree to which factors connected
with processing, storage and handling can act on components of foods. The processing and
storage factors amenable to control by packaging include light, oxygen concentration, moisture
concentration, heat transfer, contamination and attack by biological agents.
Light: Food can be adversely affected by prolonged exposure to light. The chemistry of light
catalyzed changes can be quite complex. For instance, light promotes the following chemical
reactions in food: oxidation of fats and oils to produce complex changes known as oxidative
rancidity, oxidation of milk leading to formation of volatile and unpleasant mercaptans and
changes in various pigments including pink pigment astaxathin (in salmon and shrimp), green,

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yellow and red pigments of plant products as well as the red pigment of meats (myoglobin).
Riboflavin is photosensitive and when exposed to sunlight it loses its vitamin value and also
activates or sensitizes other components to photo degradation. Ascorbic acid or vitamin C is also
quite sensitive to light and it interacts with other components during light exposure. Strong
sunlight bleach some natural food colours such as the carotenes (carrots) and darken others
anthocyanins (chilies and red berries). It also causes green coloured vegetables to darken to a
pale brown colour. Probably more relevant to the snack food industry is that light accelerate the
onset of rancidity especially if oxygen is present. Paper and aluminum foil prevent light reaching
the food. Other gases may be formed by the food itself, for instance freshly roasted coffee and
living fresh fruits and vegetables give off gas (carbon dioxide) causing the plastic to inflate
making the product less attractive. Barriers that allow carbon dioxide to pass through to the
atmosphere are used in these cases. The catalytic effects of light are most pronounced with light
of the highest quantum energy i.e. light in the lower wavelengths of the visible spectrum and in
the ultraviolet spectrum. Specific reactions involved in deterioration of foods may have specific
wavelength optima in particular the presence of sensitizers may shift the effective spectrum very
substantially. Sensitizers present in food include riboflavin, b-carotene, vitamin A, and
peroxidized fatty acids. Sensitivity of a given class of foods to various wavelengths of light can
vary with the method of processing. Fresh meats are known to discolor rapidly when exposed to
ultraviolet light but are resistant to visible light. Meats preserved with nitrite undergo
discoloration due to visible as well as ultraviolet light. In addition to wavelength the intensity of
light and duration of exposure are important. The most penetrating quanta of light are those with
wavelengths which are least effective per quantum of energy. Thus, ultraviolet rays penetrate
less deeply into food than the red light components.

Oxygen: Oxidation reactions are often the cause of undesirable changes in foods namely
oxidative rancidity due to oxidation of fats and oils in various foods. Many vitamins, pigments,
some amino acids and proteins are oxygen sensitive. Packaging can control two variables with
respect to oxygen resulting to different effects on rates of oxidation reactions in foods. The first
variable is the total amount of Oxygen available; for instance by packaging in a hermetically
closed container constructed of an impermeable material, it is assured that the total amount of
oxygen available to react with food is finite. Under these circumstances no matter how fast the
rate of reaction, the extent of the reaction cannot exceed that which corresponds to complete
depletion of oxygen. If the extent of reaction is of no consequence from the point of view of food
quality then the rate of reaction is irrelevant to shelf life. Situations exist where the above is not
true because the amount of oxygen in a sealed container is significant with respect to
deterioration potential or the container allows some permeation. In these instances another
variable is important namely the concentration of oxygen in the food which depends on oxygen
pressure. Oxygen diffusion affects rates of oxidation in two types of situations;
 When oxidation occurs very rapidly (such as in fish meal during curing in bulk bins)
 In a very dense product (such as butter).

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Oxygen diffusion also strongly influences meat color. The relation between rate of oxidation and
oxygen pressures varies with type of reaction, type of product and temperature. The relationship
is nonlinear and above some level oxygen pressure has no effect on oxidation rate. This behavior
is typical for oxidizing fats and oils in products with large surface to volume ratios and little
internal diffusion resistance. When the surface to volume ratio decreases, oxidation of lipids
approach a linear dependence on oxygen pressure. Oxidation of meat pigment to an undesirable
brown color has a complicated response to oxygen pressure; in fresh meats discoloration rates
show a maximum at about 24mm oxygen pressure corresponding to about 2–3% oxygen at
atmospheric pressure, the discoloration of cured meat pigments is almost directly proportional to
oxygen pressure and these differences in discoloration behavior dictate different requirements for
package properties. Another complicated oxygen permeation requirement is that of fresh fruits
and vegetables; the respiration of these commodities continues after harvest and some vegetables
and fruits have very high demands for oxygen and produce an equimolar amount of carbon
dioxide. The rate of respiration is reduced by reducing the partial pressure of oxygen dependence
of oxidation of lipids on oxygen pressure for different surface areas per unit volume. Oxygen
concentration to a very low level produces a sharp rise in the respiratory quotient defined as the
ratio of carbon dioxide evolved to oxygen consumed due to the fact that there exists a critical
oxygen value which varies with the commodity and with temperature and it’s called the
extinction point of aerobic respiration. Below this value, the plant tissues produce alcohol and
carbon dioxide without absorbing oxygen (anaerobic respiration); if anaerobic respiration
continues the fruit or vegetable spoils rapidly. Although it is desirable to slow rates of aerobic
respiration of fruits and vegetables by lowering oxygen pressure, the oxygen level must be
maintained above the critical value at which anaerobic respiration starts. Even though foods have
been treated to stop life processes so that they will not be attacked by microorganisms, about
20% of the air around us is made up of oxygen which is a very reactive gas and it is among a
number of other factors that cause food to deteriorate. In the case of high fat foods, the oxygen
attack the oil particularly vegetable oil and cause it to oxidize and develop unpleasant flavours
(rancidity) but the damage is not confined to fat; pale carbohydrates such as those found in
starchy staples (taro, kumala, cassava, potato and yam) darken and proteins become tough. It is
therefore often important to protect foods by using a film or a combination of films to prevent
oxygen reaching the food.

Water: The water content of foods is dependent on the relative humidity of the immediate
environment. These relations strongly affect packaging requirements. Moisture or water vapour
is another component of the air around us and varies from day to day; if the water vapour in the
air is high then we describe the atmosphere as humid and if raining then the relative humidity of
the air is 100%. Water is often removed from foods to preserve them during fry (drying where
water is removed during high temperature heating frying), biscuits and dried fruit slices by
heated air during baking, if left exposed to humid air without protection the products will
reabsorb moisture and soften allowing mould to grow. This can not only make the product

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commercially useless but may pose a threat to public health. It is important to prevent moisture
from gaining access to food by choosing correct films. Obviously wet products such as ice
cream, sauces, popsicles and juices are not at risk from water uptake but if moisture in the food is
high then it lose moisture and become tough, so moisture barrier properties is important.

Temperature: The effects of temperature on rates of biological, chemical and physical events in
foods can be controlled. Some degree of temperature control can be attained by packaging
measures but other control measures are often more feasible.

Sensitivity to Mechanical Damage: One of the functions of the package is to protect the food
from various mechanical disturbances such as spillage or various mechanical deformations such
as breakage, abrasion, compression or bending. Most if not all containers require adequate
strength to maintain their own integrity and therefore maintain separation between the food and
the external environment as additional requirement for cushioning or protection of food from
mechanical shocks.

Sensitivity to Attack by Biological Agents: All food is subject to attack by some biological
agents. The sensitivities of foods to microorganisms and viruses vary greatly with environmental
conditions and the corresponding requirements for packaging protection vary accordingly. Thus,
foods relying on destruction of microorganisms prior to or immediately after packaging
(sterilized products) require absolute package protection from recontamination. Other kinds of
products, for instance those preserved by addition of chemicals are much less sensitive and may
tolerate some contamination. Biological agents such as rodents can be more effectively
controlled by proper warehouse, truck sanitation and proper design of shipping containers than
by packages that protect individual consumer portions of the product. Movement of moisture,
oxygen and carbon dioxide and the effects of light damage are not instantaneous. Hence, if the
market is very close and purchase and consumption will be very soon after manufacture then
simpler less expensive films such as polythene bags or even paper is used. The manufacturer
makes sure that sales occur soon after manufacture, it is not easy to control since supermarkets
are not always careful about rotating stock and old stock can remain on shelf for long periods by
which time it is spoiled. Company reputation depends on reliability, so high quality products
must be available at every purchase: if product is required to have longer shelf life either to allow
distribution over a wider area or sales are relatively slow then barrier properties of packaging
must match the longer shelf life. For products intended for export, shelf life may be extremely
long and packaging contains several components. Films with poor barrier properties often allow
odours to contaminate foods especially high fat foods e.g. there are instances in which products
placed next to highly flavoured foods (e.g. garlic, disinfectant) have absorbed foreign flavours. It
is important for manufacturers to ensure correct placement on supermarket shelves and choose
packaging that prevent this.

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IMPORTANCE OF CONVENIENCE PACKAGING
Packages can have features that add convenience in distribution, handling, stacking, display,
opening, reclosing, dispensing, reuse, recycling and ease of disposal. Newer requirement of food
packaging is that it helps with product use thereby having some type of added convenience
features in addition to protecting food against micro-organisms, dirt, moisture and gas transfer. It
is impermeable to grease, nontoxic, compatible with food, transparent, capable of being
evacuated and heat sealed under vaccum, attractive, tamper evident, easy to open and dispose
off, light in weight, require little storage space and low in cost. Tamper indicating devices such
as plastic bands seal the closure to containers and membranous films seal across the mouth of a
container beneath removable lid to minimize chances of product leakage, gas transfer and aroma
loss. Ease of opening is exemplified by the pull tab beer and soda cans against bursting from
internal pressure of carbon dioxide. Its material and seals withstand freezing temperatures and
the expansion of foods frozen within it, surviving frozen storage and the shock of being removed
from freezers and plunged into boiling water for cooking. It protects food against contamination
and let customers see e.g. boil in bag package which do not burst from steam or allows boiling
water in to dilute the food made possible by the property of polyester and nylon films including
high tensile strength and stability over a range of temperatures from -73 to 150°c and the plastic
shrink package

EXAMPLES OF CONVENIENCE PACKAGING

Micro oven packaging: Packaging is designed for micro wave oven. Several plastics such as
polyester and nylon capable of withstanding higher temperatures are used to package micro wave
foods. The plastics do not deform or char when exposed to temperatures in excess of 100°c.

Higher barrier bottles: Squeezable plastic bottles that have very higher barrier properties and less
than one-fourth the weight of glass that doesn’t break when dropped and which is incinerated
without the production of toxic, corrosive or noxious compounds are used to reduce breakages
that benefits consumes and reduce cost.

Aseptic packaging in composite cartons: The composite paper cartons capable of being sterilized
and aseptically filled with sterile liquid products are used. It is used to pack milk and juices since
it does not require refrigeration and can be distributed in parts of the world where there isn’t
refrigerator. The packaging material is made from laminated roll stock consisting of
polyethylene, paper, aluminum foil and a coating of ionomer resin

Military food packaging: In addition to providing protection, packages simplify preparation and
consumption of food. The container is designed with chemical system separate from food that
can undergo exothermic reaction and heating the can on opening

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Ovenable paper boards: It’s impervious to moisture and fat staining and its heat resistant to
218°c for short periods. The paper board’s containers in the form of serving dishes are used for
frozen foods to reconstitute in conventional and microwave ovens.

THE USE OF PACKAGING AS A MARKETING TOOL

There is danger if package communicates negatively but a package well designed for its
marketing function helps sell the product by attracting attention and positively communicating.
Packaging is essentially a marketing role by providing an attractive method to convey messages
about product attributes to consumers. It is one of the product attributes perceived by consumers.
It cannot escape performing the marketing function even if a company does not explicitly
recognize the marketing aspects of package. The packaging and labels can be used by marketers
to encourage potential buyers to purchase the product. Package graphic design and physical
design have been important and constantly evolving phenomenon for several decades. Food
products brands use a range of packaging attributes, combining colors, designs, shapes, symbols,
and messages; these attract and sustain attention, helping consumers identify with the images
presented. The importance of packaging design and the use of packaging as a vehicle for
communication and branding are growing as packaging takes on a role similar to other marketing
communications elements. One reason for this is simply the fact that consumers may not think
very deeply about brands at all before they go into the store to buy. 73 percent of purchase
decisions are made at the point of sale. Consumer intention to purchase depends on the degree to
which consumers expect that the product can satisfy their expectations about its use. But when
they have not even thought about the product much before entering the store, this intention to
purchase is determined by what is communicated at the point of purchase. The package becomes
a critical factor in the consumer decision-making process because it communicates to consumers
at the time they are actually deciding in the store. How they perceive the subjective entity of
products as presented through communication elements in the package, influences choice and is
the key to success for many food products marketing strategies. To achieve the communication
goals effectively and to optimize the potential of packaging, fast moving consumer goods
(FMCG) manufacturers must understand consumer response to their packages and integrate the
perceptual processes of the consumer into design. A transparent packaging is desirable because it
allows consumers to see what they are purchasing though some foods are light sensitive, the
choice of container must take into account the normal shelf life of the product and how much
damage light will do.

PACKAGE AS A MEANS OF PRODUCT IDENTITY BY CONSUMERS

Most packaging is designed to reflect the brand's message and identity. For consumer packaging,
symbols exist for product certifications such as the trademarks, proof of purchase to
communicate aspects of consumer rights and safety e.g. CE marking or estimated sign that notes
conformance to EU weights and measures accuracy regulations, environmental and recycling
symbols include recycling code which could be a resin identification code and "Green Dot". In
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the design process, marketers and package designers must take account of consumers’ past
experiences, needs and wants; understand how packaging design elements get consumers to
notice the package and notice messages on the package and broadly evaluate packaging design
and labeling for their effectiveness in the communications effort. In doing this, it is particularly
important to remember that not all consumers evaluate packaging the same way. Identification
codes relate product information such as Flammable liquid, Explosives, This way up, Fragile
material and Keep away from water. Food packaging may show food contact material symbols.
In European Union, products of animal origin intended to be consumed by humans have to carry
standard oval-shaped EC identification and health marks for food safety and quality insurance
reasons. Bar codes, Universal Product Codes, and RFID labels are common to allow automated
information management in logistics and retailing. Some products might use QR codes or similar
matrix barcodes. Packaging may have visible registration marks and other printing
calibration/troubleshooting cues. The label is also designed to attract consumers. Red and gold
labels are common in Chinese communities; blue is a rare colour for packaging because there are
few blue foods. Blue tints are becoming increasingly common in PET water bottles. Country of
Origin Labeling is often used.

PACKAGING AS A USEFUL INFORMATION TOOL

Packages and labels communicate how to use, transport, recycle or dispose the package or
product. With pharmaceuticals, food, medical, and chemical products, some types of information
are required by governments. Codex mandates the requirements of the label; however the label
must attract and be instantly recognizable. Most consumers rely on consistency in the label and
often do not read the label but rely on reputation and consistency. Some packages and labels also
are used for track and trace purposes. Most items include their serial and lot numbers on the
packaging and in the case of food products, medicine and some chemicals the packaging often
contains an expiry/best-before date usually in a shorthand form. Packages may indicate their
material with a symbol. Consumers worldwide are likely to have roughly similar response to
many FMCG despite cultural differences. Basic trends such as desire for convenience or
health/nutrition information on packages may be similar but consumers are unlikely to change
their culturally conditioned response to details of product and package which represents the
product during the purchase process. The expansion of modern retailing helps drive this growth
so that packaging plays an increasingly critical role in merchandising and communication for
FMCG. If the package communicates high quality, consumers frequently assume that the product
is of high quality but If symbolizes low quality, consumers transfer this “low quality” perception
to the product itself. The package becomes the symbol that communicates favorable or
unfavorable implied meaning about the product. Consumers are more likely to spontaneously
imagine aspects of how a product looks tastes, feels, smells or sounds while viewing product
pictures on the package. Food product expectations can be generated from cues such as
packaging, labeling, product information, and stereotypes. Consumer perceptions of an
acceptable color are associated with perceptions of other quality attributes such as flavor and
nutrition and also with satisfaction levels. Positive effect can be achieved by manipulating one or
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more packaging variables, including packaging color, clear packs that allow viewing food color,
incident light, nomenclature and brand name appearance. In food service, the food products
chosen for display and sale by caterers are selected for their color and appearance attributes.
Some colours are not accepted in countries and connotes (express indirectly) a different meaning
such as purple and white that signifies unlucky and mourning to Chinese, cherry blossom
signifying favour to Japanese and chrysanthemum signifying royalty in Japan. Visual imagery on
the package is another essential attribute. To be noticed at the point of sale, pictures on the
package can be a strategic method of differentiation which will enhance access to consumer
consciousness because pictures are extremely vivid stimuli compared to words and also are
quicker and easier for consumers to process in a low involvement situation. Visual Packaging
information may attract consumer attention and set expectations for content. A well-produced
product image is likely to evoke memorable and positive association with the product e.g a tuna
fish produced couldn’t sell as a result of the tuna fish nose turned down towards water indicating
a dead fish but sales increased when the picture on the packaging was modified

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