Interactive Packaging - It's intelligent and fun.

The term 'interactive packaging' offers a whole lot to our imagination. In recent times, the talking Barbie has been a classic example of what the future of interactive packaging looks like (yes when you talk to Barbie, she sends your response to a data center which selects the appropriate response she is supposed to provide you with and she responds to you), and as AI improves over a period of time, it is sure to make its way into the world of packaging as well blurring the borders in meaningful ways. 

The very idea of interactive packaging, a natural offshoot of the internet of things revolution,  is that you can now talk to your packages and get relevant information in real time. However, interactive packaging, as it stands now, is mostly being used more for the 'stunt' factor rather than its actual value of providing relevant information and driving engagement. The other key aspect is that when you talk about interactive packaging you are talking about an interface through which you can talk to your package and through which it can communicate back to you, namely an app. 

Taking these two together will mean - that more and more people will be initially thrilled with the stunts provided by connected packaging and the chances of revealing one's personal information will only grow with each stunt. And the question of security will appear the moment your personal information goes online into an app which may or may not be fully secure. 

This opens up a volume of questions for packaging professionals as they open up from their design and weight calculations and enter the world of cyber technology. Take a talking dolls for example. What if a hacker sneaked in a malware into the backend response system and made your doll provide inappropriate responses, or someone stole your personal information from your food pack app and sold it to spammers. 

Depending on each product that you interact with through connected packaging, you are always vulnerable to providing information unwantedly into an app. The app might be intelligent enough to track your behavior, preferences and interests and create a pattern for it as well. But for every interactive package you buy, you are at the risk of the security protocol that the builders of the app have secured. According to the tech security firm Proofpoint, in the current IoT landscape hackers have found a target rich environment in poorly connected packaging and devices that might be easier to control than laptops and PCs. 

So, while connected packaging grows in its stunt as well as utility value, it will be imperative to concentrate on the security aspects of it in greater detail. And a wealth of opportunities will open up for the new age security expert as a new market opens up altogether. 

Interactive packaging is not only well designed in the visual realm but also serves a purpose such as entertainment or functionality and off course security . As the name implies, interactive packaging stands out on the shelves by establishing a "cool" factor through giving buyers something to do or an easier way to use the product.

While the practice is not currently widespread, this evolving trend is on the rise, capturing the imaginations of both designers and consumers alike. Here are some of our favorite examples:

1. Zube Squeezable wine

For those of us that can never get enough wine, Zube designed this useful squeezable wine box which not only allows you to get every last drop, but also lets you have fun while doing it.

2. Philips Hue Lamp

This packaging truly appeals to the child in all of us. Simply spin the wheel on the side to change the color of the light bulb. Philips’ Hue Lamp packaging creatively uses interactive elements, not only to entertain, but also to effectively advertise the product within.

3. Chalk Coffee and Tea

Who doesn’t enjoy doodling? For those of us that can’t get enough of drawing pretty pictures, Delilah has created chalkboard-like coffee and tea packaging, so you can essentially put your favorite doodles on your tea packaging.

4. Mad Libs Style Tea

Little beats the laughter and nostalgic value of mad libs. This fun verbal game has been a classic for decades. By cleverly bringing it into the realm of packaging, Mood Garden keeps the fun alive, making tea time happier than ever.

5. Wishbone Wine Label

The most exciting part of eating chicken was always breaking the wishbone. Now that simple pleasure is even greater because you can do it with wine. Wishbone’s wine label features a tab on each end so drinkers can blissfully enjoy this timeless competition.

6. Board Game Jam Packaging

Sugary cereals and candy use a lot of fun cartoony child-friendly packaging. Kissan takes it up a notch with its interactive board game packaging, which doesn’t only look fun, it also teaches children the value of healthy eatings.

7. Origami Beer Bottle

Though origami and beer don’t generally go together, this packaging certainly brings the two together in a manner that is both elegant and engaging.

8. Face Changing Coffee Cup

Connecting quirky humor with packaging is a winning combination. This take-away coffee cup, which was designed for Gawatt take-away coffee-shop, makes a bold statement wherever it goes: the faces on the cup reflect emotions.

9. Design Your Own Bag

This great interactive packaging concept designed for Kokoa Hut is all the rage. Shoppers can design any image they deem fit for their own shopping bag, making purchasing products even more enticing than it was before.

10. Corona’s Game Board Beer Packaging

Because college frat parties need more drinking games, Corona has come up with a clever board game with their beer packaging. The beer box opens up into a board game and you can use the bottle caps as game tokens.

11. Blk Water Packaging

This particular interactive packaging example goes right in line with the brand’s messaging. Drinking the black water uncovers a hidden message: "enjoy the dark side".

12. Mask Confectionery Packaging

There are few things that can be done to make baked-goods better than they already are. However, this particular packaging is up for the challenge. To reflect the brand’s animal-centric branding, the packaging can be turned into an animal mask.

13. Wine Puzzle Packaging

People love puzzles. Therefore, placing such games on a wine package was a clever way to combine class, fun, and intellectual prowess.

14. Wine "Glasses" Packaging

It seems that the wine industry may be the leaders of the interactive packaging trend. This quirky wine package lets consumers try amusing new glasses printed on the bottle, helping to add a bit more fun and pizazz into the mix.

Wrapping Up

Interactive packaging is a fascinating new trend for package designers, manufacturers, brands and consumers alike. With such innovative packaging strategies, the brand stands out on the shelves while empowering consumers to interact with their products on a whole new level and also securing the brand identity.

Developing such complex designs can be a real challenge, but the rewards certainly make it worth your while. By utilizing top-of-the-line packaging innovations, there’s no limit to your imagination and the exceptional packaging statements you create.

Source:  Hongkiat.com, bestinpackaging.com
Edited by: Prakash Jha, International Business, Manipal Digital