Types of Packaging: Differences, Examples and How to Choose
Packaging is the container or wrapping used to contain, protect and organize products during use, presentation or distribution. Klabin: what packaging is
Types of packaging can be compared by their function. Primary packaging directly contains the product; secondary packaging groups or surrounds primary packaging; tertiary packaging organizes the movement and distribution of units. Paper, plastic, glass and metal, meanwhile, describe materials. Separating these two classifications helps clarify what to request in a project.
Conversations with designers and suppliers also use names such as product box, display and master carton. These describe commercial uses and configurations that need to be related to the actual packaging system. Choosing starts with the product, sales channel and conditions in which it will be stored, presented and delivered.
Types of packaging: primary, Secondary and Tertiary Packaging: What Is the Difference?
As a conceptual reference, the 2011 Global Protocol, published in Portuguese by ABRE, describes primary packaging as directly contacting the product, secondary packaging as grouping and tertiary packaging as related to handling and transportation. The system can combine different levels according to its needs. The table below organizes this functional distinction. ABRE: packaging levels, pages 14–15
Level | Function in the system | Illustrative example |
Primary | Directly contain and package the product | A bottle containing the product |
Secondary | Surround or group primary units | A folding carton around a bottle or set of bottles |
Tertiary | Group units for movement and distribution | An outer distribution box or a unitized pallet load |
Klabin also differentiates these levels by the relationship between packaging components. The material's name therefore does not determine the classification: a box should be understood through what it contains and its role in that product's journey. Klabin: packaging functions
Where Do Product Boxes, Displays and Master Cartons Fit?
Product box: presentation of a unit or set
In a brief, “product box” often identifies the commercial presentation of a single unit or kit. To specify it, explain what will be inside: the product directly, an existing container or several pieces. This description enables discussion of its role in the system, information organization and relationship with other components.
Display box: presentation at the point of sale
A display organizes how units are presented. Some solutions open or transform to stay with products on the shelf. DS Smith documents this use in a shelf-ready packaging solution. The format needs to match how the product is replenished and presented. DS Smith: display packaging example
Before requesting a display, confirm how the establishment receives and displays goods. Provide the available space, who assembles the piece and how units will be removed. The decision should consider point-of-sale operations; selling through retail alone does not establish a need for this format.
Master carton: grouping for operations
When requesting a master carton, describe which units it groups, how they will be checked and when the grouping will be broken down. Identify its relationship with individual boxes and distribution in the project. Units per package and strength need to be defined for the operation, rather than automatically copying another product's solution.
Packaging Level Differs from Material
A useful comparison separates three questions: what is its function, what is its format and what will it be made of? “Secondary packaging” answers the first. “Folding carton” describes a configuration. “Paperboard” identifies a material family. The choice becomes clearer when the brief brings this information together.
Material family | Configuration examples | What to confirm in the project |
Paper, paperboard and corrugated board | Wrappers, folding cartons and boxes | Structure, closure and storage and use conditions |
Plastics | Tubs, bottles and flexible packaging | Material type, compatibility with contents and closure |
Glass | Bottles and jars | Weight, closure and protection required in operations |
Metals | Cans and cases | Construction, finish and suitability for contents |
The table is a discussion guide, rather than a recommendation to substitute materials. Each family includes different specifications. Compare alternatives addressing the same need and ask suppliers to explain application and assessment conditions.
Two Examples to Visualize the System
Hypothetical example: a studio sells candles in glass jars. The jar contains the candle; an individual folding carton may contribute to commercial presentation; an outer box may group cartons for supplying a shop. Containment and protection decisions need checking for this product and journey.
In another hypothetical scenario, the same studio sends one unit directly to a buyer. Shipment composition should be assessed for that delivery. The box used to supply the shop does not automatically become the right solution for an individual order. Changing channels changes the project's questions, even when the product stays the same.
How to Choose Packaging Types for Your Product
When presenting its transportation and distribution guide, ABRE highlights physical, mechanical and environmental risks and compatibility with the logistics chain. Distance traveled is therefore only one piece of briefing information: handling, storage and distribution conditions also belong in the assessment. ABRE: transportation and distribution criteria
To organize the choice, answer the five questions below. When an answer remains unresolved, identify who can confirm it and how it will be assessed.
Product: what will be packaged, with which dimensions, weight and components? Is a container or format already defined?
Fragility: which parts need attention during movement? Are there observed incidents the project should consider?
Channel: will the unit be displayed in a shop, delivered directly or supplied to a distributor? Who will see and handle each package?
Logistics: how will units be grouped, stored and transported? When will each grouping be opened?
Information: what do the buyer, customer service and operations need to identify? Which product texts and characteristics are already confirmed?
Frequently Asked Questions About Packaging Levels
Is primary packaging always a bottle?
A bottle is only one possible configuration. The level depends on its relationship with the product; format and material need to be defined for the contents.
Can secondary packaging surround a single unit?
Yes. A folding carton around a bottle is one example. Grouping does not have to mean a kit of several products. Klabin: secondary packaging example
Does tertiary packaging never reach the buyer?
That depends on operations. The classification describes its function in the system, rather than a rule about who can see or receive it.
What to Bring to a Packaging Design Brief
Gather the answers on one page and add visual references with explanations: what interests you in each example and what does not match your product. If packaging already exists, describe the observed problem, such as difficult identification or incompatibility with the intended presentation.
ABRE connects packaging development with technical requirements, materials, logistics and communication, including technical and graphic briefs. In the project, define which decisions belong to design and which require confirmation by the supplier or others responsible for the product. ABRE: packaging development fundamentals
To talk with Briccitly, start with a product description, available measurements, sales channel and presentation objective. Also indicate whether a supplier or format is already defined. This summary helps align the presentation's objective and the work's scope. Explore Briccitly's packaging design service
See available portfolio examples and bring product references to the conversation. Explore Briccitly's portfolio
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