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In recent years, the term packaging has become ubiquitous: you hear it in marketing departments, creative agencies, procurement teams and even small craft businesses. And yet, despite how common the term has become, its true scope isn’t always clear — nor is its strategic importance in determining a product’s success.
Today, packaging is no longer just a box or a simple protective layer. It’s a complex system that brings together protection, transport, brand identity, communication, sustainability and — increasingly — experience. From design to material selection, from mandatory information to graphic elements, every detail shapes how a product is perceived and how customers experience their purchase.
In this article, we’ll explain the meaning of “packaging”, breaking down all the elements it includes: components, functions, types, examples, its role in marketing and practical guidelines for designing it effectively.
And, if you wish, you can find all kinds of packaging to create and customise according to your needs on the Pixartprinting website.
What does “packaging” mean? A clear and accessible definition
When we talk about packaging, we’re referring to the combination of materials, shapes and visual elements used to contain, protect, present and communicate a product.
The definition may seem straightforward, but in practice it encompasses a wide range of elements.
Packaging is:
- a physical container, designed to keep the product intact and safe;
- a graphic surface, communicating the brand, style and essential information;
- a technical project, responding to structural, logistical and regulatory needs;
- a sensory experience, accompanying the customer from the first glance to the moment of opening or use.
Take, for example, a cosmetic box: it’s not just printed cardboard. It is the result of carefully balanced decisions regarding material thickness, die-cut shape, surface texture, colours, mandatory information, internal inserts and the closing system. Each element is designed both to protect the product and communicate its identity.
Why do we use the English word “packaging”? Origin and meaning
The term packaging comes from the verb to pack, meaning “to wrap, to package, to place inside a container”.
The suffix -ing indicates both the action and the result.
Within the fields of marketing and design, the term became popular because it has a key advantage: it describes both the physical object and the entire design process behind it. While “packaging” in Italian may translate into “imballaggio” or “confezione”, neither fully captures the complete idea of structure, materials, graphics and function in a single word.
That’s why the English term has become the preferred choice: it’s more complete, more precise and perfectly aligned with the language of commerce and branding.
What does packaging truly include?
Packaging is a multifaceted system. To fully understand it, we need to break it down into its main dimensions.
1. Packaging as a physical object
This includes all tangible elements that make up or accompany the product:
- boxes, folding cartons, rigid boxes, tubes;
- bags and pouches;
- bottles, jars, pots and flasks;
- labels, sleeves, bands;
- inserts, dividers, protective elements;
- seals, ribbons, adhesive closures.
This category includes much of the personalised packaging a company can order online. For example, platforms like Pixartprinting offer auto-lock boxes, folding cartons, e-commerce boxes, adhesive labels, die-cut cardboard and premium packaging, enabling any brand to transform a simple container into a powerful communication tool.
2. Packaging as a design project
The design phase is just as crucial.
Good packaging is the result of:
- analysing the product and its needs;
- selecting suitable materials;
- designing the die-cut and final shape;
- considering logistics (weight, fragility, dimensions);
- defining the graphic design in line with brand identity and positioning;
- integrating mandatory information;
- testing and prototyping.
Many companies produce small test batches to assess colours, proportions and durability before moving into mass production. This essential step is made even easier by services such as short runs and on-demand printing, available from Pixartprinting.
3. Packaging as a sensory experience
In recent years, packaging has evolved into a true experience.
Think about premium unboxing or the way digital-first brands present their products: opening the box becomes part of the pleasure.
The choice of cardboard, the feel of the paper, a precise magnetic closure, the contrast between matte and glossy surfaces, a message printed inside, a carefully designed insert… these are all details that reveal something about the brand.
For this reason, attention to packaging design has grown significantly. Brands now understand that, particularly for certain products, packaging plays a major role in shaping perceived value.
The functions of packaging: far more than a container
To truly understand packaging, we need to examine the roles it performs. Not one, but many — some obvious, others less visible but equally important.
1. Protection and preservation
Packaging protects the product from impacts, light, humidity, heat, oxidation, contamination and improper handling.
Without adequate packaging, many products would never reach their destination intact — especially in the food, cosmetics or pharmaceutical industries.
2. Logistic function
Packaging must ensure:
- efficient transport,
- easy storage,
- stackability,
- compatibility with pallets and automated warehouses,
- correct traceability through labels and codes.
Poorly designed packaging can lead to high logistical costs and an increased number of returns.
Businesses that ship frequently — especially in e-commerce — know this well: hence the importance of choosing strong, customised shipping boxes, such as those offered by Pixartprinting, tailored to the product’s real dimensions to avoid material waste.
3. Informative function
Packaging communicates:
- ingredients, allergens and nutritional tables,
- usage instructions and storage guidelines,
- technical specifications,
- mandatory legal information,
- manufacturer details,
- claims and branding messages.
Packaging is therefore a true editorial medium: it must be readable, clear and coherent.
4. Communication, marketing and positioning
Packaging communicates who you are and what you offer in a fraction of a second.
A distinctive colour, refined typography, an evocative image or an illustration can influence the choice between one product and another.
In many sectors, packaging is the main differentiating factor: in premium food, cosmetics, craftsmanship and luxury goods. It is the product’s “outfit”, but also its voice.
5. Experience and emotion
The trend is clear: packaging is not just about protection — it must also delight.
A box printed inside, a hidden message, a clever detail, an original die-cut: these elements enhance customer satisfaction and encourage reviews and social sharing.
This is why many brands invest in solutions that elevate the unboxing experience, such as internal printing, premium papers or personalised details, all made easy with digital printing.
Types of packaging: primary, secondary and tertiary
To fully understand the packaging system, we need to distinguish between three essential categories.
Primary packaging
This is the packaging that comes into direct contact with the product: bottles, flasks, jars, pouches, blister packs.
It plays a critical role in preservation and first impressions.
Secondary packaging
This is the exterior packaging that contains one or more products: cartons, boxes, sleeves, rigid cases.
It’s also where brands enjoy the greatest creative freedom. This is where many of Pixartprinting’s solutions come in:
auto-lock boxes, rigid boxes, folding cartons, personalised e-commerce boxes, designed to present the product in the most consistent way possible.
Tertiary packaging
This includes transport packaging: shipping boxes, corrugated cartons, pallet packaging and protective films.
It may not be “aesthetic”, but it is essential for preventing damage and ensuring efficient logistics.
The key elements that make up packaging
Now let’s explore the heart of packaging design.
Effective packaging results from the interplay of several interconnected components.
1. Structure
The structure determines:
- stability,
- protection,
- ergonomics,
- visual impact,
- production costs.
A well-designed die-cut can make a box more stable, easier to assemble and more economical. Likewise, an intelligent closing system can enhance the user experience.
2. Materials
Material choice is the foundation of packaging.
Every option sends a message:
- coated paper → clean, modern;
- natural kraft → artisanal, sustainable;
- rigid board → premium, luxury;
- clear plastic → practical and hygienic;
- glass → purity and quality;
- aluminium → technical and protective.
In terms of sustainability, more and more brands are opting for FSC-certified papers, recycled cardboard, compostable materials or single-material solutions. Pixartprinting offers an extended range of eco-friendly materials, making it easy to align packaging with modern sustainability values.
3. Graphic design
Graphic elements express the product’s personality:
- colours,
- typography,
- photographs or illustrations,
- patterns,
- visual style.
Nothing in packaging design is random: every element must serve a purpose.
The goal is to ensure recognisability, readability and coherence.
4. Text and content
Text on packaging must be:
- clear,
- readable,
- useful,
- legally compliant,
- aligned with the brand voice.
Text and visuals work together: good packaging highlights the right elements so customers can understand the product at a glance.
5. Functional elements
These often subtle details make a major difference:
- internal inserts for protection,
- windows showing the product,
- tamper-evident seals,
- resealable closures,
- handles,
- dispensers.
Many businesses prototype these elements before launch. Thanks to flexible printing services, such as those offered by Pixartprinting, even small companies can develop professional packaging and test multiple versions.
Packaging and marketing: why it’s considered the “fifth P”
Packaging is, in effect, a key part of the marketing mix.
It has become so important that many now refer to it as the fifth P (after Product, Price, Place and Promotion).
Why?
- It’s the first communication tool a customer sees.
- It is integral to brand positioning.
- It differentiates products both online and in-store.
- It influences perceived quality.
- It increases memorability and customer loyalty.
Good packaging doesn’t just contain the product — it tells a story.
Sustainable packaging: added value for your brand
Sustainability is no longer a bonus, but a strategic priority.
Consumer expectations and regulatory requirements have grown significantly.
Packaging is considered sustainable when it:
- uses recyclable or recycled materials,
- reduces material waste,
- favours reusable formats,
- optimises logistics,
- communicates transparency and responsibility.
Solutions such as natural cardboard, certified papers, single-material packs and reduced material weight improve both perception and environmental impact.
How to design effective packaging: practical advice
Here is a practical mini-guide for anyone developing or updating their product packaging.
1. Start with the product
Analyse the product’s size, fragility, weight, lifecycle and sales channel.
2. Define what you want to communicate
Your packaging should express your positioning: natural, premium, technical, artisanal, playful.
3. Choose materials and structure wisely
Material choice affects:
- aesthetics,
- sustainability,
- cost,
- logistics.
4. Refine the graphics
Choose a coherent style, distinctive colours, clear hierarchy and solid readability.
5. Test real prototypes
Producing small print runs is an effective method accessible even to SMEs — made simple through platforms like Pixartprinting.
Examples of successful packaging
Premium food
A kraft pouch with a minimalist label immediately conveys craftsmanship.
Cosmetics
A rigid box with matte finishes and foil details communicates luxury and care.
E-commerce
A personalised shipping box with inside printing transforms unboxing into a memorable experience.
Craft products
A small box with a window allows the product to be seen: simple and effective.
FAQ — Frequently asked questions about packaging
Are packaging and “imballaggio” the same thing?
No: imballaggio refers mainly to technical and logistical aspects. Packaging includes design, communication and overall concept.
What is the difference between primary, secondary and tertiary packaging?
Primary = direct contact with the product.
Secondary = external pack.
Tertiary = transport packaging.
What are the essential elements of good packaging?
Materials, structure, graphics, text and functionality.
Why is packaging so important in marketing?
Because it communicates identity, positioning and quality instantly.
Conclusion: today’s meaning of packaging is broader than ever
Packaging is not a detail: it is a sophisticated system that protects, communicates and creates value.
It is a strategic asset for both established brands and emerging ones.
Thanks to digital printing technologies and on-demand services, any business can now create professional, customised packaging aligned with its brand identity — whether it’s an auto-lock box, a bespoke folding carton, an adhesive label or a complete packaging line.
Packaging is the first message your product sends to the world. And often, that is where the customer relationship truly begins.
Looking for an efficient, reliable partner to help you choose the right packaging for your product? Visit our dedicated packaging page!