How can augmented reality packaging create immersive and interactive storytelling and branding experiences?

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Augmented reality (AR) is a technology that overlays digital content on the real world, creating a mixed reality experience. AR can be accessed through devices like smartphones, tablets, or glasses, and can enhance the way consumers interact with products and brands. In this article, we will explore how AR packaging can create immersive and interactive storytelling and branding experiences, and what are some of the benefits and challenges of this emerging trend.

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Daryl Woods

Principal | Creative Director | Consultant at Pitchcork Marketing
Muna Lallas

?? ???????? ???????? ?????? ???????????????? ???????????? ?? Private Label creative | Packaging Design | Sustainability…
Tambi Ha?pak

Brand Strategist | Pharmacist | Transforming supplement companies into trusted, memorable brands that drive sales…

1 What is AR packaging?

AR packaging is a type of packaging that uses AR technology to add an extra layer of information, entertainment, or engagement to the product. AR packaging can be activated by scanning a QR code, a logo, or a trigger image on the package, or by using a dedicated app. AR packaging can display various types of content, such as animations, videos, games, recipes, tutorials, reviews, or social media feeds.

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Vadym Ostrovskyy
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Augmented reality (AR) packaging merges the physical and digital realms, creating immersive storytelling experiences. Users scan the package to unlock AR content, like animations or videos, engaging them in a memorable brand interaction. This dynamic storytelling platform allows brands to convey narratives, showcase product features, and share behind-the-scenes content. AR packaging enhances consumer connections, fostering brand loyalty through innovative storytelling. It also provides valuable data insights, enabling brands to understand user behavior for future optimizations. Overall, augmented reality packaging transforms the consumer experience by offering captivating and interactive brand narratives.

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Jayakumar (Jay) K S

Director | Co-Founder | B2B Packaging Innovator | Sustainability Advocate
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Augmented Reality (AR) packaging is revolutionizing customer engagement compared to traditional packaging: -Enhanced Interaction --Traditional: Static designs, limited information. --AR: Immersive, interactive experiences via smartphone scanning, offering dynamic content, tutorials, promotions. -Engaging Storytelling --Traditional: Printed graphics and text. --AR: Brings stories to life with videos, animations, and 3D models, deepening emotional connections. -Unboxing Experience --Traditional: Focus on protection and aesthetics. --AR: Adds excitement, leaving a lasting impression & encouraging repeat purchases. -Bridging Worlds --Traditional: Separate, physical touchpoint. --AR: Integrates digital platforms for a cohesive brand experience.

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2 Why use AR packaging?

AR packaging can offer several advantages for both consumers and brands. For consumers, AR packaging can provide a more fun, memorable, and personalized experience, as well as more information and value. For example, AR packaging can show how the product is made, how to use it, or how to recycle it. For brands, AR packaging can help to differentiate their products, increase brand awareness and loyalty, and collect data and feedback. For example, AR packaging can showcase the brand's story, values, or social impact, or encourage consumers to share their experience on social media.

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Muna Lallas

?? ???????? ???????? ?????? ???????????????? ???????????? ?? Private Label creative | Packaging Design | Sustainability ???
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I agree. I think AR can really help connect the package and its information with the consumer. Especially on packages that have small labels. You can tell stories about the brand, or the people who were involved in making the product. Like farmers and their background. Maybe provide recipes even. It's a very inexpensive and intelligent way to tell your brand's story. To also communicate what to do with that package once you are ready to throw it away.

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3 How to create AR packaging?

To create AR packaging, there are some steps and tools that are needed. First, the packaging design should include an AR trigger, such as a QR code or a logo, that is visible and easy to scan. Second, the AR content should be relevant, engaging, and interactive, and match the brand's identity and message. Third, the AR platform should be chosen, either a web-based or an app-based solution, depending on the budget, the target audience, and the type of content. Fourth, the AR packaging should be tested and optimized for different devices and environments.

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4 What are some examples of AR packaging?

AR packaging is used in many industries and categories. For instance, in the food and beverage sector, AR packaging can provide recipes, nutritional information, or origin stories. A wine brand used AR packaging to show the history and characteristics of each wine bottle, and a cereal brand used AR packaging to display games and puzzles for kids. In the beauty and personal care sector, AR packaging can offer tutorials, tips, or product recommendations. A makeup brand used AR packaging to demonstrate how to apply different products and shades, while a shampoo brand used AR packaging to suggest hair styles and treatments. Additionally, in the entertainment and media sector, AR packaging can offer previews, trailers, or behind-the-scenes content. For example, a movie studio used AR packaging to show exclusive scenes and interviews from a blockbuster film, and a book publisher used AR packaging to display the author's commentary and illustrations.

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Daryl Woods

Principal | Creative Director | Consultant at Pitchcork Marketing
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I've seen several wine brands implement AR in their packaging. The problem, from my perspective, is they all require the consumer to download their dedicated app to access the experience.

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Tambi Ha?pak

Brand Strategist | Pharmacist | Transforming supplement companies into trusted, memorable brands that drive sales, profits, and sustainable growth—without competing on price.
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A couple of years ago, I teamed up with a supplement brand. Challenge: Conveying purity & potency. Scan the label of a turmeric capsule, and suddenly, you're in an Indian turmeric farm. A farmer details the harvest, and a nutritionist elucidates the health perks. Outcome? A 250% boost in engagement! It wasn't just a purchase; it was an experience of the product's journey. Key takeaway: In the supplement realm, AR packaging isn't just aesthetics—it’s a trust-building tool.

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5 What are some challenges of AR packaging?

AR packaging has its own set of challenges and limitations. Technically, the quality and compatibility of devices, the internet connection, and the AR platform all play a role in the success of an AR experience. Additionally, user adoption is reliant on consumer awareness, education, motivation, and the design and promotion of the AR packaging. Lastly, creating content that appeals to consumers while aligning with brand goals requires a lot of creativity and resources, which can be difficult for small or new brands with limited expertise or budget.

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Tambi Ha?pak

Brand Strategist | Pharmacist | Transforming supplement companies into trusted, memorable brands that drive sales, profits, and sustainable growth—without competing on price.
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In the evolving realm of AR packaging, two challenges stand out prominently: ensuring a consistent, high-quality experience across varied devices and crafting Engaging content that truly embodies the brand's voice. While the technology promises transformative engagement, maintaining the quality of this interaction is where the real task lies. By addressing these hurdles, we pave the way for truly immersive AR experiences.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can augmented reality packaging create immersive and interactive storytelling and branding experiences?

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1 What is AR packaging?

2 Why use AR packaging?

3 How to create AR packaging?

4 What are some examples of AR packaging?

5 What are some challenges of AR packaging?

6 Here’s what else to consider

Packaging Design

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