Interactive packaging
is a fascinating new trend amongst packaging brands, designers,
manufacturers, and consumers. With the help of interactive packaging
strategies, the brand stands out on the shelves and empowers users to
interact with their products on an entirely new level. Interactive
packaging can create a permanent, lasting dialogue between a product and
the customer. It makes brand recall easier for the customer, and the
customer retains the brand image for a longer time.
Interactive packaging is a new type of
packaging and the demand for such packaging is poised to develop in the
coming years. Interactive packaging enables physical interaction with
the product, by which people become bound to remember it more readily.
The use of interactive packaging in
taking a product’s branding to the next level is fueling the growth of
its market, as interactive packaging makes a physical as well as a
visual impact on the consumer. The need for reducing the advertising and
sales promotion cost; is fueling the growth of the interactive
packaging market as it makes the product advertise itself. The demand
for playful packaging of children’s toys, chocolates, and accessories,
is fueling the market growth. The need to understand consumer behavior,
in which interactive packaging is a cost-effective method; contributes
to the growth of its market.
However, the high initial cost involved
in interactive packaging is restraining the growth of its market. The
use of non-recyclable materials in interactive packaging; increases the
carbon footprint and therefore such products cannot attain GMP (Good
Manufacturing Practices) and other certifications. Moreover, the
comprehensive benefits of the interactive packaging can’t be obtained
until the time different kinds of packaging technologies are integrated
into one system.
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Inclusion of NFC (Near Field
Communication) technology and RFID (Radio Frequency Identification) tags
in interactive packaging helps in reducing the operational as well as
the logistic cost; thus widens the scope of the interactive packaging
market. One of the prominent trends in the global interactive packaging
market is the usage of BLE (Bluetooth Low Energy) and QR (Quick
Response) codes. The application of IoT (Internet of Things) and AI
(Artificial Intelligence) in interactive packaging is one of the
emerging trends. Various products get connected to their respective
applications in the smartphones; briefing customers about usage
instructions and product attributes.
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