On-pack trends: Augmented reality-enabled packagingIn theory, augmented reality (AR) could allow product owners and marketers to add a virtual layer of communication and promotional messaging to their brand packaging. Wondering about the difference between augmented reality and virtual reality?
As smartphones grow more sophisticated, the mainstream potential of AR is growing (for example, the new iPhone X has in-built AR technologies). When viewed through a mobile device with AR capabilities, product packaging could carry an interactive digital overlay that could bring products to life and enable the consumer to gain an entirely new perspective on the product. Marketers could supplement consumers’ view of the real world with digital content, with the aim of:
While some brands are already using AR-enabled packaging and marketing material, this technology is still developing; and it may take some time for consumers to understand the value of this on-pack communication approach – and readily accept it. Until then, it is worth keeping an eye on developments in the AR field and other new digital technologies that could take packaging and on-pack communication by storm in 2018 and beyond. Pyrotec PackMedia will keep you updated.
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