From Protection to Promotion: The 3 Levels of Packaging

Your company’s packaging design plays a vital role in your marketing efforts.

Most American consumers (72%) agree that a product’s packaging design influences their purchasing decisions. Therefore, investing in quality design and materials can help customers easily recognize your products and distinguish them from the competition.

One way to focus your efforts when creating effective and memorable packaging is to think through the three levels of packaging: primary, secondary, and tertiary.

What to Know About the 3 Levels of Packaging

Read on to learn about each level and how it can help you promote and protect your products.

1. Primary Packaging

Primary packaging is the initial container that directly holds the product itself.

The fundamental goal of primary packaging is to preserve and protect the product, ensuring that it reaches the customer in its ideal condition. Examples include the can or bottle of a beverage, the bag containing potato chips, or the cardboard box that a blender comes in.

The primary packaging has multiple purposes: the design should identify the product, share best-before dates or nutritional facts, and help your product stand out on the shelves.

Additionally, it’s essential to consider the materials from which your primary packaging is made. In recent years, consumers have become increasingly interested in sustainability, with 83% of consumers considering it as a critical factor in their buying decisions

2. Secondary Packaging

Secondary packaging goes either outside of or around the primary packaging.

Secondary packaging serves a primarily functional purpose, protecting the primary packaging and the products inside while making transportation easier. Examples include the cardboard carton surrounding a 12-pack of soda cans or the plastic wrap around a case of water bottles.

Secondary packaging is a great way to create multi-packs, allowing customers to buy your products in bulk. Still, it can be more challenging to incorporate your personal branding or creative design elements. However, there are still ways you can make your secondary packaging eye-catching and recognizable: consider using a material that matches one of your brand colors or printing your company logo onto it.

3. Tertiary Packaging

Tertiary packaging is even more functionality-focused than secondary packaging, as it is the one type typically never seen by customers on the sales floor.

Tertiary packaging examples include crates, shipping containers, boxes, and plastic-wrapped pallets. Tertiary packaging does not provide opportunities for promotion, unlike primary and secondary packaging, so you should instead focus on ensuring that your tertiary packaging is made of sturdy materials that will help protect the quality of your products.

Understanding and optimizing the three levels of packaging enhances your marketing strategy and elevates your brand’s presence in the marketplace. Visit our company’s website today or contact us to learn more ways to bring success to your company through print.

5 Trends Shaping Corporate Stationery

In the world of corporate branding, stationery plays a pivotal role in shaping the identity and professionalism of a business.

From business cards to letterhead, each piece of stationery reflects the brand’s values and aesthetic. If you are planning to update your stationary in the near future, these trends not only enhance visual appeal but also ensure that your brand stays relevant and impactful.

5 Design Trends in Corporate Stationery

1) Eco-Friendly

Being environmentally conscious is a significant trend.

Consumers, especially Gen Z and Millennial customers, are increasingly focused on purchasing from environmentally responsible companies that care about their environmental impact.

To align with this trend, consider utilizing:

• Sustainably sourced materials, e.g., paper sourced from sustainably managed forests, such as those certified by the Forest Stewardship Council (FSC).

• Recycled materials, e.g., paper made from recycled materials.

• Biodegradable and compostable materials, e.g., pens made from biodegradable materials, notebooks with compostable covers, and packaging that breaks down naturally.

• Natural or non-toxic ink, e.g., soy-based ink made from soybeans instead of petroleum-based ink.

2) Bold Colors

Say goodbye to muted tones and embrace bold, vibrant colors like reds, blues, pinks, and oranges!

Create eye-catching designs by pairing high-contrast colors together and incorporating bold patterns. Be sure to offset bright colors with white to maximize their impact.

3) Watercolors

Watercolors offer a range of creative possibilities for stationery.

Use them to add soft lines, intricate mosaics, or whimsical designs to your notepads or folders. Watercolor artwork can evoke botanical scenes or unique logos, adding a touch of artistic flair to your stationery.

4) Retro Revival

Vintage-inspired designs are making a comeback.

Consider incorporating elements from eras like Art Deco or Mid-Century Modern into your stationery. Art Deco features ornate, elegant patterns and colors like black, gold, and white, while Mid-Century Modern embraces sleek lines, bright colors, and funky geometric patterns.

5) Minimalism

Minimalist designs allow your branding to stand out in a cluttered world.

These designs are easy for consumers to navigate and make a robust and modern statement. Embrace minimalism to create a sleek and sophisticated look for your corporate stationery.

There is a wealth of stylish options available for memorable stationery. Stay on top of the trends by partnering with our experienced local print marketing experts to create contemporary and cost-effective stationery sets.

Our printing professionals cater to all your company’s stationery needs, including calling cards, business cards, envelopes, letterheads, presentation folders, notepads, memos, and more, ensuring your brand stays modern and forward-looking. Contact us today to get started!