Augmented Reality (AR) is one of the key technologies that industry pundits are watching as it emerges in the intelligent packaging space. AR has the potential to open a world of possibilities for brand owners who are seeking to drive immersive consumer interaction with their products.

AR adds contextual layers of information to customer experiences in real time. When applied to packaging, digital information is visible through mobile or tablet devices and is enabled by an app. The app enables the user to access and browse interactive digital experiences. These apps are available for download and are compatible with most smartphones and tablets. The user points the device’s camera at the “target” area on a package (which can be printed logos, icons, pictures, or the entire package itself), and the app will scan automatically and immediately activate the content.

The phenomenal success of the AR game Pokémon Go in 2016 provided a clear demonstration of how open today’s customers have become to an interactive, 3D experience. Savvy brand owners are leveraging their packaging to build AR into the customer experience. AR can add a new dimension to on-package communications; it provides the customer with enriched content because the information no longer needs to be contained to what can be printed in the limited space on the package. The app can be linked to essential nutritional/allergy information, and an additional layer of “infotainment” can also be provided for specific products. For example, consumers can view videos of cooking demonstrations, obtain recipe ideas, receive additional information about how to use the product, or be alerted about a special feature of the packaging.