Introduction to Augmented Reality in Product Packaging
Packaging covers or incorporates a product and helps to market and differentiate it. But the role of packaging is changing because it incorporates latest technologies that make it interactive and dynamic. One of those technologies is augmented reality (AR). In AR, the user experiences enhancements to the physical world around them. AR technology delivers these enhancements with computer-generated input. Essentially, it represents a gathering point for the digital and physical world.
How Augmented Reality Works
The key to AR is responsiveness. The user can interact with digital technology that responds to their actions, superimposing audio, video and graphics onto the world as they see it. This technology transforms on a regular basis things, including product packaging. There are three varieties of AR triggers you possibly can apply to product packaging:
- Marker-based: Marker-based AR can also be often called recognition-based or image recognition technology. It requires a particular marker to trigger the augmentation. These are distinct patterns on the packaging that cameras recognise and process. Typically, users would trigger one of these AR with a smartphone.
- Markerless: Markerless AR also relies on smartphone features but offers the user more control, allowing them to put the content where they select. It eliminates the necessity to create physical triggers or object tracking systems.
- Location-based: Location-based AR ties augmentation to a particular place by reading a tool’s data from its camera, GPS, digital compass or accelerometer. It pairs a dynamic location with points of interest to supply the user with relevant information.
Benefits of AR for Product Packaging
AR offers major benefits for brands when applying it to product packaging:
- It enhances the shopper experience!
- It provides latest entry points for communicating with customers.
- It improves brand loyalty.
- It creates a competitive advantage. For many consumers, the packaging is the primary touchpoint of a product and AR can enhance this critical a part of the shopper experience. It also provides ready channels for communicating key messages.
Strategic Use of AR
Packaging can drive sales. Using AR in long-term campaigns can construct latest dialogues with customers and construct loyalty programmes. Examples include codes on the packaging that offers customers access to exclusive content reminiscent of games and competitions. Using one of these engagement sequentially, brands can encourage consumers to gather a series of codes to experience ongoing rewards. AR on packaging may also help goal users with relevant messages, cross-selling other products or encouraging them to enroll in regular marketing communications.
Expanding Marketing Capabilities
AR in packaging also works for lead generation. Collecting relevant data is central to this. AR can provide brands with a direct connection between the buyer and digital data-gathering. It allows brands to do that without being pushy with their sales message. Augmentation expands the marketing canvas beyond the physical packaging of the product. Designers and marketing strategists need not feel limited by the size and available room for messages on the packaging itself.
Future-Proofing Packaging
AR means brands can maintain or update the relevancy of their packaging without requiring a physical redesign or reprint of the fabric. It helps future-proof product packaging. According to Jenny Stanley, managing director at Appetite Creative, AR technology is becoming increasingly vital for product packaging, offering a wide selection of advantages for brands and consumers alike.
Conclusion
In conclusion, augmented reality is revolutionizing the world of product packaging, offering a wide selection of advantages for brands and consumers alike. From enhancing the shopper experience to providing latest entry points for communication, AR is a game-changer for product packaging. As technology continues to evolve, we are able to expect to see much more progressive uses of AR in product packaging, further expanding the marketing capabilities and future-proofing packaging for brands.
