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
1. What is the main difference between packaging and labelling?
The main difference lies in their function and form. Packaging refers to the physical container or wrapper that holds, protects, and transports a product. For example, a cardboard box for a phone. Labelling, on the other hand, is the printed information attached to the package, which identifies the brand, describes the contents, and provides usage instructions.
2. What is the importance of packaging in marketing a product?
Packaging plays a crucial role in marketing beyond just protection. Its importance includes:
- Product Identification: Unique packaging helps customers easily recognise a product on a crowded shelf.
- Product Promotion: An attractive design acts as a 'silent salesman', influencing customers to buy.
- Convenience: Good packaging makes the product easy to handle, open, and use.
- Information Carrier: It provides the surface on which the label is placed.
3. What kind of information is usually included on a product's label?
A label typically provides essential information for the consumer. As per regulations in India, this often includes the product's name, the manufacturer's name and address, the Maximum Retail Price (MRP), net weight or volume, manufacturing and expiry dates, a list of ingredients, and directions for use.
4. How do packaging and labelling work together to influence a customer's buying decision?
Packaging and labelling work as a team to attract and persuade customers. The packaging grabs a customer's attention with its colour, shape, and design, creating the first impression. Once the customer picks up the product, the labelling takes over, providing key details like benefits, price, and ingredients that build trust and help the customer make an informed decision to purchase.
5. Besides protection, what are the other key functions of packaging?
While protection is a primary function, packaging also serves several other important purposes. It helps in product identification (e.g., the unique shape of a perfume bottle), offers convenience in storage and use (like a squeeze bottle for sauce), and acts as a vital tool for product promotion on the shelf, distinguishing it from competitors.
6. Can you give a real-world example of how packaging and labelling create a brand identity?
Think of a carton of Tropicana orange juice. The packaging—its specific shape, size, and the screw cap—makes it easy to hold, pour, and store. The labelling, with its iconic logo of an orange with a straw, vibrant colours, and nutritional information, instantly communicates freshness and quality. Together, they create a strong, recognisable brand identity that customers trust.
7. Are there special rules for labelling products like food and medicines in India?
Yes, absolutely. Products that affect health and safety have strict labelling regulations. For instance, the Food Safety and Standards Authority of India (FSSAI) mandates that all food products must display nutritional facts, a full ingredient list, allergen warnings, and a green dot for vegetarian or a brown dot for non-vegetarian items. Similarly, medicines have stringent rules for displaying batch numbers, expiry dates, and dosage information.
