While the digital world is expanding uncontrollably, packaging, in its most basic sense, remains almost unchanged. Although both are fundamentally different, there exists a massive need to seamlessly connect a brand’s touch points across all media. The question that remains is: beyond the base purpose of packaging, how do you integrate technology?

1. Digital integration in
packaging
An offline to online fact sheet

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Shikatani Lacroix is a leading branding and design firm
located in Toronto, Canada. The company wins
commissions from around the world, across CPG, retail and
service industries, helping clients achieve success within
their operating markets. It does this by enabling its clients’
brands to better connect with consumers through a variety
of core services including corporate identity, naming and
communication, brand experience, packaging, retail,
wayfinding and product design.
About the Author
Brendon Sargent, Account Manager at Shikatani Lacroix
As an account manager at Shikatani Lacroix, Brendon
oversees packaging projects for clients such as PepsiCo
Food Canada. Brendon has extensive account management
experience in the areas of design, digital (web, mobile and
social media), print, retail, packaging, OOH, radio,
sponsorship, sports marketing, and events.
Prior to joining Shikatani Lacroix, Brendon managed
accounts for top-tier brands, such as Stella Artois, Visa and
P&G, at GMR Marketing and Grip Limited.

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Packaging and
mobile: where the
two intersect is
where you’ll find
the “sweet spot”
While the digital world is expanding uncontrollably,
packaging, in its most basic sense, remains almost
unchanged. Although both are fundamentally different,
there exists a massive need to seamlessly connect a brand’s
touch points across all media. The question that remains is:
beyond the base purpose of packaging, how do you
integrate technology?
The world is quickly becoming more portable and therefore
more convenient. Smartphones, tablets, and wearable
technology are all becoming extensions of our bodies, and
consequently making our lives more mobile. We must
consider where we most commonly interact with
packaging: at the moment of purchase. It’s not likely that
the average person will have access to anything but a
mobile device in that moment. Where the two intersect is
where you’ll find the “sweet spot.”
There are several technologies that have come and gone,
and several that are here to stay. Below I’ve outlined a few.
The purpose of this article is not to explain how the
technology works (I’ve included handy links for your own
personal research), but more of a quick reference guide
about integrating technology with packaging.

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#1 QR Codes
You may have seen these around town. Then, all of a
sudden, you didn’t. Unfortunately, QR codes simply did not
have the wide adoption that was originally projected. While
being able to contain information within a simple scan
seemed convenient, in reality there were too many barriers
that existed. Consumers are more predisposed to enter a
URL in a browser they’re accustomed to, rather than
opening a separate application.
If you still feel inclined to use a QR code on your packaging,
make sure you do so with the following in mind:
• You’re asking the consumer to use their smartphone, so
make sure the destination is mobile-optimized.
• Despite what some might think, it’s not easier to scan, so
make it worth their while. Provide additional incentive for
using the QR code versus a URL.
• QR codes take up a lot of real estate on packaging, so
ensure you’re adding value to the consumer, something
that can’t easily be accomplished via a URL.
• Size matters. Make sure the QR code is large enough to
scan.

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#2 Augmented Reality
Like QR codes, Augmented Reality (AR) has fairly low
penetration in the marketplace. It is, however, very cool. If
done well, AR not only can add the “wow factor” to your
brand, but it can even be interactive with the packaging.
Lego has great examples of this, both in-store and at home.
Some pointers:
• Some people don’t understand AR—having an in-store
demonstration really helps.
• For similar reasons as above, instead of asking consumers
to download an app on their smartphone, an Augmented
Reality in-store installation can remove some of the
barriers.
• Don’t expect thousands of visits to your experience.
Instead, plan some media and/or PR around it to get
some of this “buzz” you always hear about. That’s where
you’ll find the return.
• Make the AR creative make sense. While it might be fun to
have a gorilla climb your bottle like King Kong on the
Empire State Building, it doesn’t exactly connect or add
anything to the brand.

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#3 URLs
While often underestimated, the URL is the easiest, most
basic way to digitally integrate your packaging, and the
technology isn’t going to disappear anytime soon. Plain and
simple, if you want consumers to know more about you,
you need to direct them to your website. If you tout it, they
will come.
#4 Social Media
There is no right or wrong answer to whether
you should include social media mentions on
packaging. It all depends on your brand’s goals.
While it’s not always necessary, if your brand is
actively using social media, and there’s enough
room to include it without jeopardizing design,
then add a Facebook or Twitter icon in there.
Alternatively, there are some details to consider
before blemishing your designer’s masterpiece:
• Tell the consumer what you want them to do. A blue “F”
or Larry the Bird (yes, that’s its name) can have many
alternative calls-to-action: “Follow us,” “Tweet,” “Tell us...”
• Don’t make the consumer jump through hoops. Usually
one request is all you get.
• Make sure to keep your fans or followers interested. After
they complete whatever action you’ve asked them to do,
they’ll be looking for something in return.
• If you can, have some way of tracking those who have
read and followed the instructions. Not only is it helpful in
measuring your annual KPIs, but it also informs where the
consumer is looking on your packaging.

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#5 Electronic Devices
This category is a free-for-all. There are no rules. If you
include an electronic device in your packaging, it’s almost
always a win. Think about how much fun simple musical
greeting cards can be. The key is to be new and different.
Heineken lends a great example with their flashing light
technology. While they’re not the first to have implemented
this gimmick, they hit the nail on the head in terms of
integrating with the surroundings. It has different flash
settings for when it’s at rest, when you’re drinking, and
when you cheers with another bottle. It can also be
remotely activated to flash in time with music. With this
wireless element, there are so many more possibilities for
the technology.

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#6 NFC
While it’s still in its infancy in terms of market penetration,
there remains a massive amount of opportunity for nearfield communication. In time, this will require little to no
effort by the consumer, and could ultimately replace the
wallet as we know it today. So how could we integrate this
into packaging?
•We could have the product send
pertinent information to our
phones.
•It could alert us when we’re
nearby a product on our shopping
list.
•It could even record our purchase
habits to provide us with a more
personalized shopping experience.
The future holds many
opportunities. When technologies
become standardized and cheaper
to mass produce, the possibilities
are endless and packaging will be a unique experience for
each individual. Brands will only show us what they want us
to see, and it will look completely different for the next
person walking down the aisle. It’s both exciting and
daunting. We’ll have boundless opportunity, but how will a
single brand differentiate itself? It only forces us to be more
creative and more innovative as we progress. So the
questions is: where will it go next?

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Reference materials
QRStuff.com - What’s a QR Code?
http://www.qrstuff.com/qr_codes.html
Wikipedia.org - Augmented reality
https://en.wikipedia.org/wiki/Augmented_reality
YouTube.com - Lego Augmented Reality Demo
http://www.youtube.com/watch?v=nYNkVKKOxW4
DesignTaxi.com - LEGO Story Builder: Concept
Augmented-Reality App For Kids
http://designtaxi.com/news/356952/LEGO-Story-BuilderConcept-Augmented-Reality-App-For-Kids/
Mashable.com - Why Is Twitter's Logo Named After Larry
Bird?
http://mashable.com/2012/03/02/twitter-bird-name/
CNET.com - High-tech Heineken bottles light up when you
say 'cheers'
http://news.cnet.com/8301-17938_105-57579600-1/hightech-heineken-bottles-light-up-when-you-say-cheers/
TUAW.com - Apple is silently telling us to stop asking for
near-field communication
http://www.tuaw.com/2013/09/19/apple-is-silently-tellingus-to-stop-asking-for-near-field-commu/

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For more information contact:
Brendon Sargent, Account Manager
Shikatani Lacroix
387 Richmond Street East
Toronto, Ontario
M5A 1P6
Telephone: 416-367-1999
Email: bsargent@sld.com