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AR (Augmented Reality) Technology: Making Users Dialogue with Packaging
Nov 08, 2017

AR (Augmented Reality) technology has permeated every aspect of people's lives and packaging is no exception. Coca-Cola, Pepsi-Cola launched a new application of AR black technology packaging, play a new tricks in the traditional packaging. So, why AR marketing becomes so hot? Why well-known brands have tried AR technology in the product packaging? AR technology to the packaging industry has brought?


Maximize the information dimension


Traditional packaging contains limited information and presents a single form of presentation. Due to packaging size and memory limitations, the packaging information needs to be streamlined and straightforward. However, the AR technology on the package, because of its content is digital display, the carrier is a cell phone, tablet or AR glasses, etc., can accommodate almost unlimited product-related information.


In addition, the traditional packaging is mainly in the form of printed texts and graphic images. AR technology can upgrade it from the 2D plane to the 3D stereo mode, so that consumers can understand the product more intuitively, vividly and comprehensively. For example, when using the AR application to align the box of the Sun brand chocolate, complete chocolate product information will be displayed with a detailed explanation of each type of chocolate.


Combined with the AR technology, the dimensions of the package have been expanded to include not only a change in presentation but also an unlimited amount of information that can be carried, and a huge amount of information means that the AR package can be presented to the consumer in a more attractive form.


Interactive brand communication


In the highly homogeneous product, the lack of diversity now, companies are increasingly interested in product packaging innovation. Trendy AR technology is ideal for fashion, dynamic brand companies to highlight its dynamic side, while AR's high interactivity and participation can capture the hearts of young consumers. Here, AR technology serves as a catalyst for interactive packaging.


In 2013, Coca-Cola and Spotify music service platform co-operation, the cola bottle into a music player. Users download the AR app and scan the coke bottle. A headphone is superimposed on the Coke bottle and you can listen to the top 50 songs on the music chart. Data statistics, a total of 75,000 users download Coca-Cola AR applications for experience and participation, than the previous two-dimensional code promotion on Coca-Cola packaging promotion increased by 300%. At Christmas 2014, Coca-Cola launched the "Coca-Cola Magic" AR application in the American city of Armenia. When the user picks up the phone to scan the Coke bottle, a 3D virtual Santa Claus drinking Coke will be presented, and the user may also take a group photo with various poses. According to statistics, within one month of this AR advertisement, the number of magical AR applications downloaded reaches 50,000 times, a total of 250,000 users search related words.


Global product manager of global packaging giant SIG Combibloc SIG said: "With more interactive content, consumers are more likely to resonate and have a positive impression on the brand. With AR's help, brand owners can increase The opportunity for consumers to get in touch with consumers becomes more intimate and, ultimately, a long-term, positive return on the brand. "


Entertainment marketing tools


AR can create a new sales model that conveys product information, adapts to the environment, person, time, location and makes interactive, interactive content that makes offline and online sales even more close.


From the beginning of novelty to entertainment, the AR application in retail packaging continues to grow. Unlike other technology trends, AR relies on the user's sensory world to experience the joys of real and digital. It also needs a more sustainable non-digital design.


In addition to the basic functions of a product, the reason why a user selects a product or service is largely fun and interesting. With the "90" gradually become the main force of social spending, this trend becomes more apparent. AR technology can add a fun gaming experience to your package, appealing to consumers in a fun and engaging way. For example, during the 2010 FIFA World Cup, users were able to play soccer games by scanning their chips with a mobile phone and attracted a lot of fans at the time.

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