A guide to some of the terms used in packaging design
Bespoke packaging - a unique solution, e.g. a specific box or bottle shape.
Blocking - how individual packs work together to create the illusion of something much bigger.
Bogof - trade acronym for a 'buy one get one free' promotion.
DPP (direct product profitability) - a term used to describe the contribution to profit of an individual product line.
FMCG - Fast moving consumer goods. Any consumer product that sells quickly e.g. food and drink.
Off the shelf - a pre-existing (non bespoke) packaging structure
Over packaging - when the contents don't warrant the volume or lavishness of the packaging.
Own brand / own label / private label / housebrand / home brand - a retailer's own product range.
Palletisation - when the size of packaging is adjusted so that the maximum amount of packs can be placed on a standard wooden pallet to create efficiencies in transportation.
Prototype - a model or mock-up of the proposed solution.
Primary packaging - the wrapping or containers handled by the consumer.
Secondary packaging - the term used to describe larger cases or boxes that are used to group quantities of primary packaged goods for distribution and for display in shops.
Transit packaging - the wooden pallets, board and plastic wrapping and containers that are used to collate the groups into larger loads for transport, which facilitates loading and unloading of goods.
Shelf-ready packaging - packaging that goes straight from the factory to point of sale without being unwrapped.
Shelf standout - how a pack appears at point of sale against its competitors.
Sku (stock keeping unit) - an individual product line and size variant.
Substrate - material that the design is printed onto (e.g. carton, board, polypropylene, metalised film, etc.)
Structural packaging - the three-dimensional aspect of a pack.