Packaging (and interactive packaging as a part of it) is an integral part of our everyday life, it is often taken for granted, but its meaning should not be neglected and underestimated. It plays a key role in product protection, facilitating transport and improving brand identity. Let’s delve a little deeper into one of the latest cardboard packaging trends that promises to shape the way we perceive and use packaging materials in the coming year. That’s the theme for Interactive Packaging, or Interactive Cardboard Packaging.
Packaging is more than just a simple box – it is a bridge between the producer and the consumer. Its value is multi-layered:
Protection: The packaging protects the products from damage, contamination and manipulation, ensuring their quality and safety.
Storage: It extends the shelf life of perishable products and reduces food waste.
Information: The packaging conveys essential information, such as ingredients, instructions for use and branding, helping consumers to make an informed choice.
Marketing: Packaging is a powerful tool for brand recognition and product differentiation. It can convey the values and aesthetics of the brand.
Convenience: Easy to use and portable packaging improves consumer comfort, which leads to increased sales.
The importance of packaging cannot be ignored. It is the last tool that can influence the purchase decision in the decision-making process. Well-designed packaging can create and increase the competitive advantage of the brand with the so-called added value.
Here we think on improvement of the product itself (for example, improvement of freshness or ease of handling of the packaging itself, in which the product is placed). This leads to developing a strong presence at the stands, positioning the brand in a certain way and creating or strengthening the relationship between the brand and the buyer. The packaging (whether it is made of cardboard packaging or other material) should be a ‘visual magnet’ that entices the client to buy that product and, in the end, to become loyal to that particular brand.
INTERACTIVE PACKAGING
In an era where consumer engagement is the most important, interactive packaging emerges as a major force, creating impressive and unforgettable experiences for clients.
UNDERSTANDING INTERACTIVE PACKAGING
Interactive packaging surpasses the conventional role of packaging, which is keeping the product inside the packaging itself. Interactive packaging transforms product packaging into a dynamic interface that engages consumers outside of the point of purchase. This can include technologies such as augmented reality (AR), quick response (QR) codes, near-field communication (NFC), and even embedded sensor technology.
WHY WE SHOULD USE INTERACTIVE PACKAGING?
Interactive packaging has a lot to offer to brands that are trying to connect with their customer base on a more engaged level. It offers many different possibilities for attracting the consumer and his more dynamic relationship with the product and the company that sells that product. Regardless of whether the packaging itself is enhanced with digital or analog interactive capabilities, the use of interactive packaging will help your products reach the hands of clients in a way that is unique compared to traditional packaging materials.
On the other hand, it should be known that this demand for interactive packaging stems from the evolving expectations of today’s consumers. They want something more than the product itself, they are looking for experience.
So, it can be said that interactive packaging bridges the physical and digital areas, turning a simple transaction into an unforgettable journey.
INTEGRATION WITH AR (AUGMENTED REALITY)
Packaging with augmented reality is one of the ways to break the monotony that people already experience when buying different products. It has the ability to change the usual packaging of products into screen for socializing with clients and telling stories. In 2024, the integration of augmented reality in packaging is expected to reach new heights. Brands are increasingly using this AR on their packaging to offer extraordinary experiences, allowing clients to interact with the products in ways that they have never been seen before.
For example, a cosmetics brand can allow customers to virtually try different shades of makeup only by scanning the product’s packaging with a smartphone. For a better understanding of this technology, it should be said that augmented reality is the overlapping of digital visual images with the real world shown through the camera of the mobile phone, so that it seems as if they are in one reality.
There are two approaches to its implementation, a marker-based approach or, as it is sometimes called, a recognition-based approach and a location-based approach.
The type based on the marker evokes or activates the augmented reality, when the camera of the smartphone captures the exact marker, which is related to the program in the phone itself. The marker can be any type of object shown on the packaging itself. One of the well-known 2D markers is a QR-code; when it is scanned, it will open a view on something. However, an augmented reality marker can go far and can be a colourful 3D object or an animated representation of something.
The location-based approach requires in-built GPS software that recognizes the recorded location and evokes, or activates augmented reality at the point where it is needed.
For a better understanding of how packaging with augmented reality really works and increases attractiveness, here are some examples of well-known companies that have been implementing this interactive technology on their packaging for some time.
Nesquik
Nesquik, the well-known brand for chocolate milk, has accepted the possibility of AR (augmented reality) packaging and implies that on one of its boxes of Nesquik cereals with an accent on children to be the target audience for this product. The main goal of this campaign was to increase engagement with the brand and as a result to achieve repeat purchase of the product. This was done through the creation of entertaining content that will best appeal to children and educational content that will be supported by parents. Consumers who scanned the packaging of Nesquik using the appropriate application were greeted with a beautiful animated world that appeared on their mobile phones.
The cartoon characters shown on the packaging jumped from the packaging, danced and celebrated, creating an unforgettable and attractive experience for children. Nesquik’s augmented reality packaging project achieved outstanding results, increasing brand loyalty and encouraging repeat purchases. Parents appreciated the innovative approach to breakfast, and children eagerly expected to enjoy their daily glass of Nesquik milk, which increased sales and market share of the brand by 20%.
Kellogg’s
Kellogg’s, the global leader in breakfast cereals, has also adopted and implemented AR technology for labeling their boxes with augmented reality. They started a campaign that turns cereal boxes into interactive games and educational experiences.
By scanning the packaging, consumers can access mini-games and nutritional information, and even watch videos related to the product. This campaign not only engaged consumers but also educated them about the nutritional value of Kellogg’s cereals. Analogous to this, there was an increase in engagement with consumers and an improvement in the perception of the brand itself.
Coca-Cola
Coca-Cola has also accepted the use of augmented reality in some of their products in order to improve and add added value to their packaging.
By scanning can labels with a smartphone, consumers unlock interactive content, such as games, music playlists, and even the chance to virtually share a Coke with friends around the world. This not only improves the brand experience, but also creates a social relationship through the product. At the end it can be said that the packaging with augmented reality is the trigger that makes the product stand out either with extended, additional information, which is needed when making decisions, or with other benefits that the client is looking for.
© Culled from www.offsetprintingtechnology.com