Future Of Packaging

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In this presentation, held for FEFCO (the European Federation of Corrugated Board Manufacturers), I present online trends and technologies that can and will influence packaging such as RF-ID, augmented packaging, printing on demand, eink and mobile devices.

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Future Of Packaging

  1. 1. Augmented Packaging online trends and technologies that can influence packaging 2009 Total Active Media © TOTAL IDENTITY Martijn Arts 1
  2. 2. Total Identity Areas Activities Consultancy Positioning Design Profiling Publishing Interaction Founded PR 1963 TOTAL DESIGN Campaign 2000 changed name Earnings TOTAL IDENTITY 2005 10,7 mln 2006 11,9 mln Group 2007 14,2 mln TOTAL IDENTITY 2008 13,4 mln - Amsterdam - The Hague Network partners TOTAL ACTIVE MEDIA Antwerp VERMEULEN Bolzano ALLCOMMUNICATION © TOTAL IDENTITY Bremen SOFTWARE Dubai Hamburg No staff Lisboa 112 Madrid 2
  3. 3. Martijn Arts Lives in Amsterdam Born in 1973 MsC Delft Tech. University marts@totalactivemedia.nl Total Active Media Managing Director. Total Identity Shareholder Board of directors © TOTAL IDENTITY Social Networks LinkedIn Hyves Twitter (arts118) 3
  4. 4. 4 © TOTAL IDENTITY online
  5. 5. WEB 1.0, 2.0, 3,0, … © TOTAL IDENTITY 5
  6. 6. 6 © TOTAL IDENTITY WEB 1.0
  7. 7. 7 © TOTAL IDENTITY WEB 2.0
  8. 8. 8 © TOTAL IDENTITY WEB 3.0
  9. 9. WEB 4.0 © TOTAL IDENTITY 9 petitinvention.wordpress.com
  10. 10. WEB 1.0 • 1997-2005 • “Everyones first time” • Network as broadcasting channel fort text and images • Paper publishing done on screen — no new concepts • One-size-fits-all or broadcasting • Contentmanagement • “the web of documents” — page based internet • Internet seen as antisocial • Internet as speciality • Use only on workstation © TOTAL IDENTITY 10
  11. 11. Just words... • world wide web — www • hyperlink • chatten • forum • newsgroups • Gopher • animated gif • imagemap • HTML • e-mail • homepage © TOTAL IDENTITY • banner • zoekmachine — googelen 11
  12. 12. WEB 2.0 • 2005-2009 • Hype or marketing term — possibilities were always there • Network as distribution channel — applications as modules • Users own data — user generated content • Best practices and archetypes have evolved in websites • WIKI’s, RSS and webservices — website as mashup • Open architectures invokes semantic web and free structures • Social-networks and social communities florish • Internet as part of everyones business • Use at different places and moments — information based © TOTAL IDENTITY 12
  13. 13. Just words... • User generated content • WIKI • Blogging — moblog, weblog • VOIP • RSS • AJAX • Profiling • Mashup • Open source • Tagging • Widgets © TOTAL IDENTITY • Social bookmarks 13
  14. 14. WEB 3.0 • 2009-2010 • Transformation to a more seamless and interoperable whole • Network as platform — integration of modules and channels • Distributed databases — the ‘World Wide Database’ • Open service business models — Webservice interoperability • Transformation to a more seamless and interoperable whole • Open X — OpenID, -APIs, -data formats, -source, DataLicense • “People are part of the web” • Internet is not mentioned anymore • Everywhere anytime — ubiquitous connectivity, X-chanel © TOTAL IDENTITY 14
  15. 15. Just words... • the intelligent web • Grid and cloud computing • Open Data License • Roaming portable reputation • Semantic web — folksonomy • Autonomous agents • Statement-based datastores • Machine reasoning • Twitteren • e-Ink © TOTAL IDENTITY Jan Chipchase (Nokia) 15
  16. 16. WEB 4.0 • 2010-? • Web-based information / -applications integrate in real world • Technology is becoming invisible — it really is a vehicle • Integrated streaming media — flow of emotions • Open media communication — psychology of machines • Location, information and time interoperate — the Borg • Any media is searchable / integratable — visual search etc. • Augmented reality — extensions to everything we know • Everything is touchable, communicative etc. • Beyond channels and semantics — rich content / rich media © TOTAL IDENTITY 16
  17. 17. Just words... • pocketable — wearables • extreme rich media • real time associations • associative learning • augmented reality • technology literacy • blurring boundaries • invisible, social cues • ambient technology • contextual profiling • serial-solitary © TOTAL IDENTITY 17
  18. 18. What about Packaging...? © TOTAL IDENTITY 18
  19. 19. © TOTAL IDENTITY package design is... sales & promotions 19
  20. 20. © TOTAL IDENTITY package design is... informing customers 20
  21. 21. © TOTAL IDENTITY package design is... containing contents 21
  22. 22. © TOTAL IDENTITY packaging design is... (bar-) coding products 22
  23. 23. © TOTAL IDENTITY package design could mean... fun, art and entertainment 23
  24. 24. © TOTAL IDENTITY package design could mean... social bonding & making friends 24
  25. 25. © TOTAL IDENTITY package design could mean... identity 25
  26. 26. © TOTAL IDENTITY package design could mean... high-tech 26
  27. 27. © TOTAL IDENTITY Packaging sends a message 27
  28. 28. Future? Sales turns into: creating an experience Informing turns into: educating Containing turns into: improving the contents Coding turns into: self regulating © TOTAL IDENTITY 28
  29. 29. (short) VIDEO ON FUTURISTIC PACKAGING © TOTAL IDENTITY 29
  30. 30. Technologies RF-ID: tagging the real world Augmented reality: enriching reality Printing on demand: customizing everything eInk: updateable paper Mobile devices: Everybody has appliances that scan Sensors: Everything senses everything © TOTAL IDENTITY 30
  31. 31. © TOTAL IDENTITY 31 RF-ID
  32. 32. (short) VIDEO ON RF-ID © TOTAL IDENTITY 32
  33. 33. RF-ID distribution & logistics: where is what when? self scanning: RF-ID scanner in mobile phone everything is tagged: information on everything tracking and tracing: for consumers and companies recognition: devices detect and recognize each other © TOTAL IDENTITY 33
  34. 34. Augmented Packaging © TOTAL IDENTITY 34
  35. 35. (short) VIDEO ON AUGMENTED PACKAGING © TOTAL IDENTITY 35
  36. 36. © TOTAL IDENTITY 36
  37. 37. Augmented packaging service: explanation on how it works sales & promotions: selling the product personal: explanation can be personalized communication: using multimedia to “tell a story” experience: interactivity & multimedia create a dream © TOTAL IDENTITY 37
  38. 38. Printing on Demand © TOTAL IDENTITY 38
  39. 39. (short) VIDEO ON PRINTING ON DEMAND © TOTAL IDENTITY 39
  40. 40. Printing on demand target groups: long tail small releases: collectables personal: printing personal messages mass customization: aiming at individuals presents: encouraging personal notes, social network © TOTAL IDENTITY 40
  41. 41. © TOTAL IDENTITY 41 eInk
  42. 42. (short) VIDEO ON eINK © TOTAL IDENTITY 42
  43. 43. eInk just in time information: correct info at the right time dialogue: Brand talks to users or amongst themselves context based promotions: right ad for each moment interactivity: information about the contents signalling: detecting the quality of the contents © TOTAL IDENTITY 43
  44. 44. © TOTAL IDENTITY 44 Mobile Devices
  45. 45. (short) VIDEO ON MOBILE DEVICES © TOTAL IDENTITY 45
  46. 46. Mobile devices no network needed: users have device that is needed augmenting everything: augmented reality information: connection to internet data sources geo positioning: location based services personal: profiling and personalization © TOTAL IDENTITY 46
  47. 47. offline 2009 Total Active Media © TOTAL IDENTITY Martijn Arts 47
  48. 48. © TOTAL IDENTITY 48 Me Augemented
  49. 49. (short) VIDEO ON eINK TATOO © TOTAL IDENTITY 49

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