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INTRODUCTION
The function of a cushioned package is to provide a buffer
between the product and the world of distribution and handling. To design this
interface we must be able to determine the types and severity of the hazards
that the package will encounter. These may encompass many things, but the most
powerful include drops which occur during handling, vibration of the
transportation vehicle, and compressive loads encountered during warehousing.
Once we have identified what inputs to expect from the
shipping environment, and to what extent the unpackaged product can withstand
these, we can go about making up the difference between these two levels with a
cushioned package system.
 Ideally, the package system will provide enough protection
to exactly match the requirements of the product and distribution environment.
There are, however, two pitfalls which may occur if a systems approach to
package design is not adopted. In the first situation, the package falls short
of the protection requirements and a significant amount of damage occurs during
shipment. This "under-packaging" is fairly obvious to detect, but is avoidable
and easily corrected with changes to the method of shipment, package design,
product design, or combinations of the above. In the second situation little or
no damage occurs, but the product is "over packaged". In effect, the package is
providing more protection than is required. Just as "under-packaging" wastes
money through damaged product and loss of customer good will, "over-packaging"
siphons money directly from a company's bottom line.
Try to visualize the general concept of product/package design as the bar chart
depicted in Figure 1. The shaded background can be thought of as the level of
environmental intensity or severity for a given distribution channel. The
product has some inherent ability withstand this abuse, however it usually is
not rugged enough to make it through shipment on its own. The role of the
package, therefore, is to make up the difference between what the environment
has to offer and what the product can withstand. The ideal case, as depicted by
the first product/package system bar, is where the package exactly makes up the
difference between the product ruggedness and the environmental inputs. If the
package falls short, as depicted by the second product/package system bar,
"under packaging" has occurred and damage in shipment will most likely result.
If the package provides too much protection, as depicted by the third
product/package system bar, "over packaging" has occurred and money is being
wasted on protection which is not required. In certain instances it will
actually be cheaper to ruggedize the product rather than put an expensive
package around each unit. This product improvement is depicted in the fourth
product/package system bar.
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