Data in packaging design enables products to communicate with consumers
Implications - Though technology is more advanced than ever, and consumers have come to expect connectivity at every turn, not all brands can organically integrate smart tech into their products. This has been especially challenging in the CPG world. Smart packaging that learns from and communicates to consumers is a step in the right direction. Using technology to create a dialogue between product and customer strikes the perfect balance of necessity and novelty to both innovate within a given category, and provide use to consumers.
Workshop Question - If you had to categorize your product or service, would it be more of a necessity, or novelty to your customer? How can you better strike a balance?
Trend Themes
1. Smart Packaging - Brands are using technology to create a dialogue between product and customer via packaging and smart labels.
2. Blockchain-based Traceability - Businesses are leveraging blockchain technology to provide end-to-end traceability for their products, as well as a cost-effective solution for controlling the supply chain and managing real-time product recalls.
3. Interactive Labels - Brands are creating dynamic, interactive labels that enhance the consumer experience and engage shoppers, using augmented reality technology on everything from beverage bottles to candy wrappers.
Industry Implications
1. Consumer Packaged Goods (CPG) - CPG companies can create smart packaging that learns from and communicates with consumers, creating a dialogue between product and customer.
2. Food Industry - The use of blockchain technology in food packaging can bring transparency to the supply chain, allowing businesses to control the supply chain and manage real-time product recalls.
3. Beauty & Skincare - NFC beauty boxes allow brands to gain insights into when a customer opens a package, as well as providing an opportunity to inform customers of the product and its applications.
