The different levels of labelling are related to the different levels of packaging. There are 3 levels of packaging which corresponds to the levels of labelling.
The Primary packaging is the packaging that most closely touches a product and is often referred to as “retail packaging.” Its main goals are to ensure the protection of the product and inform or attract the customer.
Primary packaging serves two important purposes:
- To provide protection for the product, like keeping out the moisture with barrier protection or to provide cushioning against any impact.
- To inform and provide the customer about details on the features and uses of the product. This information will allow the user to classify the product labels as primary packaging, such as the nutrition facts label often attached to food containers.
The Secondary packaging is the packaging that is used to ship products that are already in the primary packaging. Secondary packaging is said to be another level of protection that is commonly used for bundling, protection, and marketing purposes of the product. Its main goals are to ensure the protection of the products and provide branding during shipping of these products.
Secondary packaging is made visually attractive so as to help attract customers to the product. This level of packaging will contain catchy logos, high quality images and other branding materials. The customers see the secondary packaging of the products first, so the more attractive the packaging, the more likely the product will be brought.
The secondary packaging of a product often combines multiple items together, such as the box that holds multiple cans of soda together in one convenient pack. The soda cans would be your primary packaging and the box that keeps them together is considered the secondary level of packaging.
The Tertiary packaging is the packaging that is used most often by warehouses to ship the products that is already in secondary packaging. Tertiary packaging is not being seen by the end user. So there is no need for visual appeal for this packaging as its main goal is to provide protection when the product is being shipped and stored. Tertiary packaging also provides a convenient way to move inventory quickly with easy handling.
Tertiary packaging could be a large box that combines smaller containers holding the products, keeping multiple products bundled together. This level of packaging should be optimized to combine products as tightly as possible and to provide all the protection the products will need during travel.
Why are the distinctions between levels of packaging so important?
When you’re creating a packaging strategy, it’s important to consider how all 3 levels of packaging will impact your product’s survival. Primary packaging is critical for branding and protection on the shelves. Secondary packaging is critical for protection and branding during transit. How your packaging looks tells consumers a great deal about your product and your business. Everything from the logo to the shape, the size, and the colours are important.