What does AR technology bring to the packaging industry?

AR technology packaging is richer than traditional packaging formats, can accommodate nearly unlimited product information, and can generate more interaction with consumers. However, there are still many obstacles and challenges in the field of food packaging for AR technology. It is undeniable that AR packaging will be one of the biggest opportunities in the packaging industry in the next decade.

In recent years, AR technology has gradually been applied to various fields, and even the beverage packaging has played AR. Coca-Cola and PepsiCo, as fast-moving giants, are the first to introduce AR technology into product packaging to attract consumers' attention. AR technology packaging is richer than traditional packaging formats, can accommodate nearly unlimited product information, and can generate more interaction with consumers. For the food packaging sector, challenges and opportunities exist simultaneously.

On Christmas 2014, Coca-Cola launched an AR augmented reality ad in the US city of Armenia to interact with users. Pepsi is also not far behind, adding AR elements to its packaging during the 2014 World Cup. As a fast-disappearing giant, Coca-Cola and Pepsi are the first to introduce AR technology into product packaging, which has the meaning of wind vane. In addition to these two brands, Kraft Foods, Heinz Ketchup, Yili, Red Bull, Cadbury Chocolate, Guinness Brewery, Starbucks and other famous global companies have launched a variety of AR product packaging.

Why are these well-known brands trying AR technology in product packaging?

What does AR technology bring to the packaging industry?

Product information display three-dimensional

Traditional packaging has two limitations: limited information and a single form of information presentation. Due to the size constraints of the package, the product information on the corresponding package must be streamlined. However, after joining the AR technology, it can be considered as no limit.

Brand communication interaction

Now every product in the industry is highly homogenized and the difference is getting smaller and smaller. On the one hand, AR technology is relatively trendy, and it is very suitable for fashionable and dynamic brand enterprises to highlight its dynamic side. In addition, AR's high interactivity and participation can capture the hearts of millennials.

Promote sales

Research conducted by foreign Hayden research institutes shows that 45% of consumers will buy products after seeing 2D printed materials, and 74% of consumers will purchase goods after experiencing AR in products, and the purchase rate has increased by nearly 30%. ! . It can be seen that the application of AR technology to product packaging has great potential to enhance product sales.

Process data

AR digitizes the packaging so that it can accurately track and collect all of the data that users use during the process. Based on these data, companies can develop more precise marketing activities, marketing strategies, and product development.

Entertainment and gamification.

In the era of experience economy, all industries are entertainment. In addition to the basic functions of the product, the reason people choose a product or service is mostly fun and interesting. AR technology just happens to add a fun gaming experience to the package to appeal to consumers in an easy and fun way.

In addition to protecting basic functions such as products and anti-corrosion, packaging can be regarded as a medium. An information platform is a carrier that carries brand and product information. AR technology can give the package a powerful new media function: virtual and real, with video, 3D animation and other forms of presentation, you can interact. Therefore, AR technology will not be a short-lived, but will become an important direction of packaging digitalization, which has revolutionary significance for the packaging industry.

The future is bright and the road is tortuous. Although the prospects for AR packaging are promising, there are still many obstacles and challenges in the current stage of AR application in packaging:

1. Need to download an additional AR application and install it. The process is cumbersome and time consuming, and it also consumes mobile phone traffic.

2. The accuracy of scanning is not particularly high, and the user experience is relatively poor.

3. AR packaging is also difficult to bring unique practical value to customers, the current AR packaging is still in an optional phase.

4. The cost of production is high and the time is long. The cost of developing an AR application is high, and many SMEs cannot afford it. At present, it is mainly for large enterprises.

Reviewing the history of packaging, technology is an extremely important driving force. This time, AR technology will become the protagonist of change. AR technology will open up and seamlessly integrate online and offline, digital and physical worlds. Future packaging will become an important entry point for shopping. Consumers wearing AR glasses will buy and sell. AR packaging will be one of the biggest opportunities in the packaging industry in the next decade.