Packaging+: what does online have to do with packaging?

Packaging+ What does online have to do with packagingTOTAL IDENTITY 2012 Total Active Media 1 Martijn Arts

TOTAL IDENTITY Activities Areas Positioning Consultancy Proﬁling Design Packaging Founded Publishing 1963 TOTAL DESIGN Interaction PR 2000 changed name Campaign TOTAL IDENTITY Network partners Group CDR TOTAL IDENTITY Gramma TOTAL PUBLIC WirDesign TOTAL ACTIVE MEDIA Vermeulen ALLCOMMUNICATION SOFTWARE Locations No staff Amsterdam© TOTAL ACTIVE MEDIA 85 Antwerp Berlin Braunschweig Den Haag Landgraaf Seoul

TOTAL ACTIVE MEDIA Activities Design Realisation Communication Ambition Mapping Mixing Moving people Founded 1996 ZaPPWeRK 2007 changed name TOTAL ACTIVE MEDIA No staff© TOTAL ACTIVE MEDIA 18

MARTIJN ARTS Details Lives in Amsterdam Born in 1973 MsC Delft Tech. University marts@totalactivemedia.nl Total Active Media Founder (1996) Managing director Total Identity Shareholder Board of directors Social networks LinkedIn: martijnarts Twitter: @arts118© TOTAL ACTIVE MEDIA

why am I here ? I am an online guy...© TOTAL ACTIVE MEDIA

ÖSTERREICHISCHE POST AG 15.500 m2 10.000 per hour 170.000 a day (max) 40% is bought via web 20.000 from Amazon (max)© TOTAL ACTIVE MEDIA

Web Everybodys ﬁrst time© TOTAL ACTIVE MEDIA Web 1.0 Internet seen as antisocial 1997 - 2007 Internet as speciality Use only on workstation

Web Hype or marketing term© TOTAL ACTIVE MEDIA Web 2.0 User generated content 2007 - 2010 Social-networks ﬂourish Different places and moments

Web People are part of the web© TOTAL ACTIVE MEDIA Web 3.0 More seamless & interoperable 2010 - 2012 Open X, -ID, -APIs, -Data, -source Everywhere anytime

Web© TOTAL ACTIVE MEDIA Web integrates in real world Web 4.0 Technology is becoming invisible 2013 - ... Everything is touchable

What about Packaging...?© TOTAL ACTIVE MEDIA

What is© TOTAL ACTIVE MEDIA package design is... sales & promotions

What is© TOTAL ACTIVE MEDIA package design is... containing contents

What is© TOTAL ACTIVE MEDIA package design is... intelligent design

What is© TOTAL ACTIVE MEDIA package design is... information design

What is© TOTAL ACTIVE MEDIA package design is... helping people understand

What is© TOTAL ACTIVE MEDIA package design is... helping people out

What is© TOTAL ACTIVE MEDIA package design is... imagination

What is© TOTAL ACTIVE MEDIA packaging design is... (bar-) coding products

What is© TOTAL ACTIVE MEDIA packaging design is... protecting products

What is© TOTAL ACTIVE MEDIA package design could mean... fun, art and entertainment

What is© TOTAL ACTIVE MEDIA package design could mean... social bonding & making friends

What is© TOTAL ACTIVE MEDIA package design could mean... identity

What is© TOTAL ACTIVE MEDIA package design could mean... high-tech

Trends in Packaging...© TOTAL ACTIVE MEDIA

Trends© TOTAL ACTIVE MEDIA Weight reduction Logistical trends Stronger packaging http://www.ecolean.com/

Trends© TOTAL ACTIVE MEDIA Improved temperature stability Containing trends Improved protection against ... Container that checks content! http://earth911.com/news/2010/03/19/future-packaging-could-actually-think-for-itself/

Trends© TOTAL ACTIVE MEDIA Sustainable packaging Environmental trends Cradle to cradle Biodegradable packaging http://www.earthshell.com/

Trends© TOTAL ACTIVE MEDIA Typography Graphical trends Simple graphics Retro-interpretation http://www.xymara.com/index/designerscorner/Spotlight/12806/Packaging-Trends.htm

Trends© TOTAL ACTIVE MEDIA Guerrilla Marketing trends Infographics Unboxing (movies)

TechTrends in Packaging...© TOTAL ACTIVE MEDIA

Tech© TOTAL ACTIVE MEDIA Logistics and coding: RF-ID, QRcode, HCCB, barcodes...

Tech© TOTAL ACTIVE MEDIA Community and word-of-mouth: Social media packaging http://www.psfk.com/2009/07/perriers-social-media-packaging.html

Tech© TOTAL ACTIVE MEDIA (multi) Sensory sales: Passive, active and intelligent packaging http://www.packagingconsultancy.com/food-packaging.html

Tech© TOTAL ACTIVE MEDIA Mobile ﬁrst: Everything can be done and detected by iPhone

Tech© TOTAL ACTIVE MEDIA Detection and sensors: Electronically conductive ink http://www.xymara.com/index/news/TechnicalNews/5009/ciba_xymara_electra.htm en http://www.packaging-gateway.com/news/news1817.html

TOTAL IDENTITY http://www.youtube.com/watch?v=7tzB4a1AyJo Unboxing

TOTAL IDENTITY http://www.youtube.com/watch?v=eob532iEpqk RF-ID

TOTAL IDENTITY http://www.youtube.com/watch?v=tpuv1hAUaOU Printed electronics

TOTAL IDENTITY http://www.youtube.com/watch?v=_S_CekfLcug Augmented reality

TOTAL IDENTITY http://www.youtube.com/watch?v=deUDtw_GHew Gamiﬁcation

TOTAL IDENTITY http://www.youtube.com/watch?v=gQBjJjpkjl0 Multipurpose

TechTrends Logistics and coding Community and word-of-mouth (multi) Sensory sales Detection and sensors Informative Personalization Ecomagination© TOTAL ACTIVE MEDIA

TechTrends Logistics RF-ID: tagging the real world Community Mobile devices: Scanning everywhere (multi) Sensory e-Ink: updateable paper Detection Sensors: Everything senses everything Informative Augmented reality: enriching reality Personalization PoD: mass customization Ecomagination Minimal: classic becomes future© TOTAL ACTIVE MEDIA

Future? Logistics self regulation Community emerging mass markets (multi) Sensory creating an experience Detection improving the contents Informative educational Personalization maximizing margin Ecomagination new life© TOTAL ACTIVE MEDIA

TnxTOTAL IDENTITY 2012 Total Active Media 60 Martijn Arts

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Packaging+: what does online have to do with packaging?

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