Interactive Packaging
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Successful companies know quickly getting the word out about game-changing new products is crucial, and the way in which we market goods has changed drastically. Product and packaging design have soared to the forefront in terms of getting items seen and used, and catching consumers’ attention requires skillful strategizing in both the online and physical worlds. A product’s packaging is really the only constant in such a fragmented marketing landscape, and the functions, structure, and appearance of the package is just as important as the item inside. More and more, innovators are realizing how essential printed pouch packaging can be to get the masses excited about a new item and eager to get their hands on it.


Modern consumers tend to tune out mass amounts of messaging and prefer to seek their own experiences, whether they are in a store or online. Now, technology and packaging make it easier than ever to connect customers from retail locations to the Internet – and vice versa – via packages (like printed stand bags)and mobile devices. A new report shows 88 percent of shoppers are using retail apps, with many even looking at an online review of a product they see in a store or actually purchasing an item via a mobile app or website while they’re on the go. Brands today have an incredible opportunity to bring the physical and online worlds together through product packaging alone.

Scanning Packaging

Digimarc is one company introducing exciting new technology that embeds barcodes into product packaging designs that connect shoppers to special offers and information via their mobile devices. The great thing about these barcodes is that they are invisible, and certain flexible retail packaging styles allow for vibrant artwork that can trigger online content this way. This print-to-mobile aspect is similar to a traditional barcode or QR code, but it doesn’t take up any retail space on a product’s packaging, which allows companies more room for branding and distinctive designs that draw shoppers in.

This type of technology is similar to apps like Shazam, but instead of listening to and identifying a piece of audio, it uses a phone’s camera to trigger online content that is beneficial to the consumer. Embedding barcodes into the printed pouch packaging turns consumer desire into action. It’s simply a natural extension of a user’s interactionwith shopping apps, and this goes to show the incredibly important role product packaging can play in a brand’s overall marketing strategy. Companies today are already using more sophisticated packaging designs for their products, and consumers are noticing. Allowing them to integrate their smartphones into the physical shopping experience creates unforgettable moments people will remember.

The only way for this type of connective technology to really work is byplacingcareful attention on the structure and printed process involved in the product and packaging design. Whereas many graphic designers use CMYK printing for their various projects, modern flexible packaging uses a Pantone matching system to produce colorful, vibrant printed stand bags and pouches. Just as flexible packaging is truly the future of protectingand marketing a product, it’s also unique in that it can be custom printed with nine (sometimes 12) colors that utilize PMS printing for crisp logos and various graphics that can be easily seen and scanned.

Remember: If the graphic designs and printing process aren’t correctly utilizedfor your type of packaging, unique innovations like invisible barcodes and other triggers that connect shoppers to the digital world simply will not work.
Innovativeproduct and packaging design helps brands drive availability of their products while making them as memorable as possible. Using invisible barcode technology allows for fast checkouts and increased sales driven by a quick scan of your product packaging. This technology can be embedded right into the artwork of the package or into a sticker that can be placed on the exterior of your flexible retail packaging or product itself. With the vibrant Pantone matching system, brands can ensure their printed stand bags perfectly display their custom branding, while still offering plenty of retail space for those future-forward embedded technologies that excite and delight consumers.

Companies now have more opportunity than ever to turn prospects into lifelong customers, and custom-printed product packaging has been key to connecting people to your product, your online store, your brand, and each other through highly unforgettable user experiences.

(Image Sources: Bakery and Snacks, StoreBrands)

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