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The future of Packaging & Labels: You need more!
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The future of Packaging & Labels: You need more!

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Keynote speech during the EskoWorld Benelux event, covering opportunities of QR-codes, Augmented Reality for packaging and label printers.

Keynote speech during the EskoWorld Benelux event, covering opportunities of QR-codes, Augmented Reality for packaging and label printers.

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The future of Packaging & Labels: You need more! The future of Packaging & Labels: You need more! Presentation Transcript

  • ideas.inspire.growth The future ofpackaging & labels: You need more! Eddy Hagen VIGC – 06/02/2013
  • VIGC • Flemish Innovation Center for Graphic Communication • Activities • Trendwatching • Seminars • Consulting • Networking • Research06/02/2013 You need more!
  • QR, AR, etcWhat is it?
  • QR, AR, etc. What is it? • QR-codes • 2-dimensional code: higher data capacity • Also other types, but QR most common • Can be used for: • Plain information • URL • SMS Contents • Geolocation • QR, AR, etc • Event • WHY???? • vCard • Some examples • Many, many tools available • Other ideas • i-Nigma, Beetagg, Kaywa, QR Stuff, … • Some tips • An anecdote • Including tracking services! • Conclusions • Not necessarily ugly...06/02/2013 You need more!
  • QR Code Aztec Data matrix MaxiCode MS Tag Beetagg Shotcode SnapTag
  • Anatomy of QR code1 square = module Must be at least 4 modules!
  • Anatomy of QR code: VersionsImage: Wikipedia
  • Anatomy of QR code: Redundancy/Error Correction QR Code Error Correction Capability Level L Approx.7% Level M Approx. 15% Level Q Approx. 25% Level H Approx. 30%Image: Wikipedia
  • QR, AR, etc. What is it? • AR: Augmented Reality • Embed extra ‘stuff’, via app • From very complex, to very simple • E.g. hotels.com: virtual visit to city • Examples: • 3D images • Animations Contents • Link to music, videos, … • QR, AR, etc • Custom developped apps vs general tools • WHY???? • E.g. Layar, Metaio, Blippar, Netpage, BrowsAR • Some examples • Other ideas • Some tips • An anecdote • Conclusions06/02/2013 You need more!
  • http://youtu.be/_uBI9GXvqLY
  • QR, AR, etcWhy should you care?
  • Yes, WHY????
  • QR, AR, Why should you care? • QR, AR: that’s for commercial printing! • Only for fun, only for marketing purposes! • We’re packaging! We’re special! • Really??? Contents • QR, AR, etc • WHY???? • Some examples • Other ideas • Some tips • An anecdote • Conclusions06/02/2013 You need more!
  • QR, AR, Why should you care? • What is the principal use of packaging? • And the secondary? Contents • QR, AR, etc • WHY???? • Some examples • Other ideas • Some tips • An anecdote • Conclusions06/02/2013 You need more!
  • QR, AR, Why should you care? • What is the principal use of packaging? • Getting stuff sold! • The amount of choices is so huge, we decide at the last moment what we buy • More attractive, more persuasive packaging will sell more! • So: adding extra info can be appealing… Contents • Information on product itself (e.g. origins) • QR, AR, etc • Information on how to use it • WHY???? • Some examples • Other ideas • Some tips • An anecdote • Conclusions06/02/2013 You need more!
  • A look into the future…
  • QR, AR, Why should you care? • That’s the reason why! • Hundreds of potential competitors are coming your way • And your technical expertise alone won’t make the difference • You need more! Contents • To be different, to offer more to your • QR, AR, etc customers • WHY???? • Some examples • Other ideas • Some tips • An anecdote • Conclusions06/02/2013 You need more!
  • QR, AR, Why should you care? • Your best sales pitch? • Understand your customers business, their issues and provide a solution for their issues • E.g. support calls • E.g. missed sales Contents • QR, AR, etc • WHY???? • Some examples • Other ideas • Some tips • An anecdote • Conclusions06/02/2013 You need more!
  • Some examples
  • Test it yourself: http://m.pattex.com/A4
  • http://www.engadget.com/2011/09/18/legos-augmented-reality-at-idf-eyes-on-video/
  • http://babyliss.fr/i-control
  • Some other ideas…
  • Some other ideas… • Cross selling! • Accessories! • Part of marketing campaign • Community building • Product registration Contents • Legal information • QR, AR, etc • Fraud prevention • WHY???? • Some examples • Other ideas • Some tips • An anecdote • Conclusions06/02/2013 You need more!
  • Some tips on QR, AR…
  • Some tips on QR, AR… • QR-codes: really easy to start with it! • Unless you want to provide ‘full service’ • Designing mobile websites • Tracking and reporting • AR: more complex • Depending on the type of AR Contents • Just a link to a movie, to a website, … • QR, AR, etc • 3D animations, … • WHY???? • Partner with someone who has that expertise! • Some examples • Other ideas • Some tips • An anecdote • Conclusions06/02/2013 You need more!
  • Some tips on QR, AR… • Do something useful with it! • And test it! With different tools! • The complete experience has to be right! • Tell users what to do with it, what it is • E.g. “Use a QR-code reader to discover interesting recipies” Contents • QR, AR, etc • WHY???? • Some examples • Other ideas • Some tips • An anecdote • Conclusions06/02/2013 You need more!
  • Some tips on QR, AR… • Size does matter! • And also print quality… Contents • QR, AR, etc • WHY???? • Some examples • Other ideas • Some tips • An anecdote • Conclusions06/02/2013 You need more!
  • An interesting anecdote: missed sales
  • Conclusions
  • Conclusions • You need more! • A package is much more than just protection: packaging = sales tool • Much more competition ahead • Be different: offer additional, useful tools • New expertises, new alliances Contents • Everything is in place, just do it! • QR, AR, etc • Use your imagination! • WHY???? • Be inspired! • Some examples • Other ideas • And inspire your customers! • Some tips • Be clever… • An anecdote • Conclusions06/02/2013 You need more!
  • Thanks :-)PS: presentation available at http://slideshare.net/VIGCbe
  • Titel seminarieideas.inspire.growth
  • Strategic partners VIGC