What Is Interactive Packaging?

Interactive Packaging is an increasing trend across multiple consumer markets. Used as a marketing tool as well as a sales tool, interactivity makes your product more exciting to the consumer.

What exactly is Interactive Packaging?

Interactive Packaging is a window to a whole new world of consumer engagement. It allows a consumer to develop a deeper, more rewarding relationship with a brand through their higher level of interaction with a product. This could be through scanning a QR code or encountering an Augmented Reality experience.

Interactive Packaging provides many benefits for your brand. It enables a product label and packaging design to give much more information and value to a customer as opposed to simply surface-level information about your brand.

This added level of connectivity is a creative way to engage a consumer, develop a strong relationship and create memorable brand experiences through digital communication.

Examples of Interactive Packaging Methods

QR Codes

One example of Interactive Packaging is QR codes. A QR Code (shortened from Quick Response code) is a form of barcode which typically directs users to a web page or app containing further product information. For example, detailing how to use a product or the ingredients inside.

Interactive packaging
Scan the QR code above to be directed to our homepage.

This form of smart packaging technology places a scannable code onto the label of a product, which will then be read by the camera app or designated QR code reader on a consumer’s mobile phone.

This will in turn, lead them to a valuable piece of information about your brand or product such as a web page or present them with an exclusive offer/competition. QR Code Packaging creates many benefits for both your brand and consumer.

Augmented Reality

Another way that you can create Interactive Packaging is through Augmented Reality.

Augmented Reality, or AR, is an engaging semi-virtual experience within the real-world environment, where product experience can be enhanced using 2D or 3D digital assets.

Interactive packaging
Source – 19 Crimes

AR blends digital information with real-life objects to create an immersive experience for the consumer. Similar to a QR code, Augmented Reality Packaging involves scanning the product with an app.

This form of Interactive Smart Packaging can be ‘hidden’ within the design elements of the product packaging itself. This technology utilises visual content alongside image recognition to tell a story and bring your packaging to life through technology and design!

The Benefits of Interactive Packaging

Interactive packaging provides unlimited opportunities for your brand to engage with your consumer through packaging and labels.

Consumers can learn a wide array of information about your product or brand, for example how to use your product and even gain exclusive access to offers or competitions simply by scanning a label.

By providing this added value to a consumer through packaging and interactive labels, a stronger relationship is built, and brand loyalty will undoubtedly increase.

To find out more about the important benefits of interactive packaging, read our insights piece here. 

If you would like to learn how to engage your consumer with Interactive Packaging, get in touch!

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