Journal. [1966]

The Role of Packaging
By J. Plaridel Silvestre
Assistant Vice-President, Private Development
Corporation of the Philippines

WHAT is a Package?
Almost everyone today sells things in packeges, Few of us,
however, stop to analyze what a package actually is, what we
want it to do, and how we can make it do what we want it to do.
To begin with, a package is a container. It has to wrap or enclose
Or contain a product,-whether it is a bar of soap, powdered sugar, a
soft-drink, twenty cigarets, or anything else we are trying to sell. This
means that it must do an efficient fool-proof job of holding its contents
in good, clean, well-preserved, presentable fodrn until the consumer
takes the content out o0 the package and puts it to use.
A package, however, is something like an actor on a stage before
the public. It mist be interesting and capable of attracting attention,
for the fir.st and foremost object of a package is to sell what it contains.
To achieve this, a package should be well designed, combining
aesthetic considerations with the technical requirements of good packaging. The factors involved in obtaining good package design therefore may be summarized as follows:
(a) Product protection
(b) Attractive design and/or format
(c) Economic considerations
I. Product Protection
Choice of Material. While there are no definite rules for the
selection of materials for ideal packs, the packaging engineer selects
materials which in his experience mill achieve the container function
in the best way, at the lo'west cost, and with the best possibilities for
ornamentation and labelling. Breakable goods, for instance, will require
more expensive cushioning than unbreakable products. Correct material-selection is important for packaging foods because, in addition to
all the other problems involved in normal packaging, those of odoi,
taste, light, heat, staining, and oxidation must be met. Further, protection mast be p:r rided again;t infestation from microorganisms, insects,
rodents, etc.
Ease of Handling. Tie shape and size of a container should
permit easy lifting, carrying, and handling. Suitable provisions foi
holding or mcsianical hanllin5, w.iere necessary, must be provided.
Protrudins parts shoild be saTfiiently protected by parts of the package
itself.
Reparti-ion of Weig ht. Wh mnver possible, the center of gravity
should be lozated in the center of the package. This situation allows
for easy handling and preserves the shape of the package because
of even distribution of weight inside.
For the immediate term, the Davao project will be an extension
of the San Pablo plant.
Franklin Baker (incorpo.ated in the Philippines in 1922) originally
started perbd-iing desiccated coconut (the trade name for edible, shredded and dehydrated white meat of fresh, mature coconuts), in a small
factory in Pureza, Sta. Mesa, Manila. To get closer to the source of
caconuat supply, Franklin Bak!er later erected another plant in San
Pablo City. In 1923, the company acquired the factory of the Diehl.
Anderson Coco Company which was also situated in San Pablo. In
1930, Franklin Baker closed and dismantled its Pureza plant and confined operations exclusively to San Pablo. Earlier, in 1927, Franklin
Baker had become a member of Generial Foods.
At the oatbreak of the war in 1941, the San Pablo factories were
coin.)ietelry destroyed, but a new and modern factoiy rose on the site
of the old o'le imnediately after liberution. Production operation
started in 1947.
The Davao project, therefore, will be backed by a long Franklin

II. Attractive Design and or Format
Size. Normally, the size of a container is based on the size or
volume of the contents, although there are cases where correct design
requires larger dimensions for the container. Recently, however, the
use of unnecessarily large containers to package a material has led
some governments to rule against unscrupulous attempts to mislead
and deceive consumers.
Shape. Tne shape of containers for solid or granular materials
usually depends upon the shape of the contents after wrapping and
cushioning. On the other hand, liquids are usually packaged in containers of a predetermined shape. The shape of the outside container
definitely affects the appearance, ease of handling, repartition of weight,
and facility for stacking and warehousing.
Agsthetics. The technical requirements for obtaining an evenlybalanced, easy-to handle container should not cause the creation of an
ugly container. r;:-1 se:ic shape and p:esentation of a package
often deteramines whether or not a product becomes a good seller or not.
Color. ProLict-identification and eye-appeal is strongly affected
by the choice of colors used in a package. Properly selected colors, harmDnnioasly combined, contribute tremendously to sales appeal.
Individ aal Eye-Appeal. A combination of good taste and harmony based tipon the characteristics of the material, des;gn, size,
shape, and color of a package, produces individual eye-appeal,-a
powerful selling tool. For example, a package wrapped in colored or
fancy w:apping-paper has more eye-appeal than one wrapped in craftpaper; a box laminated with aluminum foil has more appeal than one
wrapped in plain paper; a package tied with a bright silk ribbon has
more eye-appeal than one tied with twine. This holds true as well for
size and shape. Candy containers in the shape of an orange or lemon
and containing wedges of candies in these flavors always give good eyeappeal.
Shelf or S'ore Appeal. Tsere are packages and containers which
have distinct eye-appeal when viewed individually, but which do not
possess collective eye-appeal when piled or stacked together. This
may be due to the drab aspect of tue material used or to an improper
size or shape. Frequently, however, this is due to poor design or choice
of color:, cau;ing tae lines on the label of one container to clash with
similar lines on an aijacent container. O.ten, the color segments do
not: blend properly with the color segments of the next container.
M).ono.oIous and c3ntinuoas designs, such as endless horizontal or
vertical lines or motifs, do not please the eye at all.
(Concluded bottom of page 566)
Baker experience starting from 1922 and interrupted only by the Japanese occupation years.
At its San Pablo plant, Franklin Bxkzr relies oti planters and their
contractors for raw material supply. It owns no plantations and does
not intend to own any. The same system will be followed at the Davao
project, according to Mr. Miller.
Franklin Bak'er's buying territory for the San Pablo plant extends
over four pro.rinces (Laguna, Quezon, Batangas, Cavite) with a radius
of about 45 kiloneLers or 28 miles. Its contracts with individual suppliers are usually on the short-term basis.
Oa rough estimate, the San Pablo plant's contributions to the
econodmy include orer $3-milli6in in foreign-exchange earnings (the
export value of 53 nillion pounds o'f desiccated coconut exported in
19659, and direct employment of 1,753 people, not to mention the
indirect employment of planters, contractois, and others.
Oeraill, the contributions of the San Pablo plant are pretty substanti'al. The Davao project will make all the "plus" signs double.
THE JOURNAL OF THlE AMERICAN CHAMBER OF COMMERCF
1I No. ember, 1966

564