Packaging and Labelling In Marketing
Whenever we purchase any new products, the first thing we are mainly concerned about are their packaging and labelling. Most of the products require effective packaging so that the product is properly covered and protected from contamination and damage. Companies, throughout the world, spend a large amount in creating the package for a product. Similarly, assume the case when no information regarding the brand name, description, taglines, symbols, and are given on the product, then how it would be complicated to select the best product. This is where labelling plays a crucial role. Labelling is a part of packaging where necessary information about the product is provided in the form of a label.
Here, we will discuss how packaging and labelling differ from each other in detail. For this, it is important to first discuss the packaging and labelling definition and objective of each process and then we will learn the difference between the two terms.
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Packaging And Labelling Definition
Packaging:
Packaging refers to wrapping material around a consumer product that caters to contain, identify, protect, display, advertise, and otherwise make the product marketable and keep it clean.
Labelling:
According To W.J. Stanton, “Labelling is an inherent part of marketing that carries a verbal communication about a specific product or manufacturer identification.”
Packaging And Labelling In Marketing: How Do They Differ?
Meaning
Assume that you are purchasing candy or foodstuff. Both the products often come in different packages and are also labelled. Effective packaging protects a product from contamination. Packaging also exemplifies in the form of advertising to enhance brand awareness and identity. On the other hand, labelling of a product refers to the text, design, text, symbol, logo, instructions and suggestions to use the product etc. that are printed on the package of the product with the motive of informing as well as attracting customers.
Objective
The primary objective of packaging is to wrap a product so as to keep it in one place, protect it from any kind of damage or contamination, make it attractive and appealing and keep it new and fresh till it reaches the end consumer. The primary objective of labelling is to inform and educate potential customers about the product. Labelling provides all significant information about the product to customers with respect to the legal requirements of the given geographical location in which the product is marketed, sold and used.
Design
The design of packaging plays a significant role in establishing a product’s brand identity in the eyes of the customer. Hence, the packaging is designed to make the product visually different. On the other hand, the design of labelling is quite simple as it is designed to clearly communicate to the customers regarding the nutritional content of the product. In the case of providing nutritional information, some countries assign a certain design and order of information. For example, it is mandatory to mention the ingredients of cosmetic or food products listed in order from greatest to least.
Legal Requirements
Several countries impose certain restrictions and legal requirements on both labelling and packaging. For example, in the United States, food labels are required to include information regarding the amount of protein, fats, carbohydrates, and calorie values for a standard serving of food. The requirement of packaging exists in most of the countries for perishable food products such as meat. In certain countries, requirements are arranged concerning the ecological influence of both packaging and labelling materials.
Difference Between Packaging And Labelling: At a Glance
Point of Difference | Packaging | Labelling |
Meaning | Packaging refers to the art, science, and technology of developing an appropriate package for wrapping or enclosing a product to keep it free from contamination and to promote its storage, transportation, and use | Labelling refers to educating consumers about the product and helping them in making a buying decision. Also, it is done to fulfil legal requirements. |
Objective | The objective of packaging is to store, protect and preserve the product from being contaminated. It is also used to create a brand identity. | The objective of labelling is to communicate with consumers about the product. |
Describes | It describes the look of the product. | Labelling describes what is written on the product or its package. |
Focus | The main focus of packaging is the presentation of a product | The main focus of labelling is the description of a product. |
Design | The design of the packaging is attractive and innovative | The design of product labelling is simple and formal. |
Packaging and Labelling Difference Example
Let us understand the packaging and labelling difference with an example. Let us consider the example of shampoo to describe the difference between the two. The packaging consists of a complete package i.e. what is the colour of the bottle, the quality of material used to wrap the product, where should the brand logo be printed on the bottle, and where to mention the labelling requirements.
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There may be different legal requirements with respect to labelling the same shampoo. For labelling, you need to refer to the regulatory body and their norms for labelling the product. For example, if a regulatory body issues 10 different requirements for labelling a product, then you have to adopt all those requirements while labelling the product. For example, if a regulatory body asks you to print the MRP of the product, ingredients, the manufacturing location, and the customer care. These are the basic legal requirements of the product and this is the main difference between packaging and labelling.
FAQs on Difference Between Packaging and Labelling
Question1: What information do we have to represent on the label?
Answer: There is not a general requirement to represent particular information for every different type of product:
Retailers must represent price and quantities.
Retailers should include safety information for potentially dangerous products.
There are some special rules to represent information for some products such as food.
Question 2: Why is packaging important in marketing?
Answer: Packaging is important in marketing as it helps to identify the product. It enhances the presence of the label for promoting the product. This is the main importance of packaging in marketing. Also, labelling helps to provide information about the product to prospective customers. This function of packaging accomplishes the informative purpose of using a tag.
Question 3: Does the price of the product have to be shown on the label?
Answer: Retailers must represent the price of the product clearly either on the label or nearby. Similarly, restaurants and similar businesses must show the price of their product on their menus.
Question 4: Are there any packaging rules for specific types of products?
Answer: Special packaging rules apply to various types of products including medicine, potentially dangerous chemicals, and food products. Generally, special rules for particular products aim to ensure that goods are packaged safekt6 and also appropriate information is provided.
