Advertise with fastmoving.co.za
 
 

On-pack trends: Augmented reality enabled packaging.
On-pack trends: Augmented reality enabled packaging.

On-pack trends: Augmented reality enabled packaging

BRAND ACTIVITY

Issued by Pyrotec - Jan 17th 2018, 10:34

In 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?
• Augmented reality (AR) is technology that adds an extra layer of digital content to your view of the real world when observed through a device that is AR-enabled (such as a smartphone with the relevant app or inbuilt capabilities). Pokémon Go is a well-known example of augmented reality – offered in the form of a free-to-play game.
• Virtual reality (VR), on the other hand, creates an entirely new three-dimensional digital environment and then immerses the viewer in this environment through a VR device.

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:
• Entertaining and delighting them
• Informing them about the product or service in an exciting new way
• Helping them to visualise the product in their environment or in a new way before buying it
• Promoting competitions and special offers
• Introducing new product variants
• Suggesting new ways to use the product

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.

Click here for more information on Pyrotec 

Related Activity

Rhodes Food Group adds new products to its Squish Baby Foods range 15
JAN
Rhodes Food Group adds new products to its Squish Baby Foods range
Rhodes Food Group, producer of popular convenient baby and toddler food brand Squish, has launched an extended range to its Squish portfolio of 100% fruit and veg purees, and 100% fruit and veg pressed infant juices.
Hansa Golden Crisp brings easy drinking beer to SA07
DEC
2018
Hansa Golden Crisp brings easy drinking beer to SA
Hansa Golden Crisp, a bespoke beer designed for unisex appeal, has been launched by The South African Breweries.
Red Velvet Trifle with Vanilla Cream Cheese Filling 03
DEC
2018
Red Velvet Trifle with Vanilla Cream Cheese Filling
Transform traditional trifle into a red velvet Christmas confection by adding vanilla cream cheese filling and seasonal berries.
Fitch & Leedes spices up the art of mixology with new Ginger Beer27
NOV
2018
Fitch & Leedes spices up the art of mixology with new Ginger Beer
New Fitch & Leedes Spicy Ginger Beer, the intrepid mixer with a sense of adventure from Chill Beverages International (Pty) Ltd, is taking the enjoyment of fine spirits to the next level.

Try these recipes

Cheesecake with Green Kiwi Fruit10
JAN
Cheesecake with Green Kiwi Fruit
A delicious favourite gets a nutritious twist that’s guaranteed to keep your loved ones both happy and healthy. Serves 10.
Mango and Passion Fruit Relish Skewers09
JAN
Mango and Passion Fruit Relish Skewers
This relish tastes good with chicken or beef.
Creamy, Crispy Christmas Potatoes19
DEC
2018
Creamy, Crispy Christmas Potatoes
These potato skins are stuffed with a whole lot of creaminess.
Peach and Basil Sangria18
DEC
2018
Peach and Basil Sangria
Bursting with flavour and colour.