The first impression of a packaging can make the difference between success and failure of a product. Today more than ever it is necessary to stand out. Packaging design plays a key role. It is the first point of contact between the consumer and a brand and therefore represents a crucial moment in the choice of the user.
A creative and attractive packaging solution contributes significantly to increase the value of a product and in many cases, it is what captures the consumer’s attention and leads to conclude the sales process.
Today a nice packaging is not enough. The consumer is looking for a user experience. He needs and wants to be involved. He’s looking for something different and more stimulating that can make him or her feel involved even emotionally. This is where interactive packaging comes in which is an interesting way of offering this kind of experience to the consumer.
What is interactive packaging?
Interactive packaging is designed to excite and engage consumer. User’s curiosity is stimulated and it goes to create a kind of emotional connection between the consumer and the product. It is expressed in the ability to entertain the customers and invite them to interact with the packaging.
When we talk about interactive packaging, we mainly refer to two types of products. The packaging that requires physical or mental interaction by the user and the packaging that provides interactive information about the product being sold. For example, smart labels. The consumer becomes the protagonist of the experience of opening or using the interactive packaging before the product. It is precisely this interaction to make memorable his encounter with the packaging and the brand.
We have identified different types of interactive packaging. the customer has to interact actively with each of these. Each is different for its characteristics and purposes. Let’s see together what they are.
Inclusive packaging.
Inclusive packaging refers to all packaging design for people with disabilities, whose goal is to make the product more accessible in this. We can see packaging designed for blind people. The embossed printing allows people to easily distinguish the product even for who are not able to see. We can define it as an interactive packaging because it requires the involvement of the consumer through touch. He is able to connect the information he needs. This type of packaging is referred to as braid labels packaging and augmented reality.
Another type of interactive packaging is represented by all those packages that use augmented reality to engage the consumer in a direct experience.
Thanks to it, packaging comes to life and becomes interactive. They can turn into game elements or provide useful information about product. Pepsi and DC comics have assembled a collection of cans with Justice league characters by using a smartphone. You can unlock pixel graphics on the can and play with the revealed hidden superheroes who can fight each other with this interactive packaging. It is offered to the customer an immersive consumer experience.
Packaging and storytelling.
Those are interactive packaging that literally tell a story. It involves the user and makes him the protagonist. It establishes a relationship in which product story and uniqueness are highlighted and they can lead the consumer to choose the brand in an interactive packaging. The tools to tell a story are two types, visual and verbal. There are some concepts that can be expressed through images shapes and colors while others must be described through words.
Multi-sensory packaging.
This interactive packaging offers to the consumer a multi-sensory experience through touch and smell. We are used to observing packaging of products and not to touching and sniffing them or to listening to them. This type of interactive packaging leads the customer to do so and to be fully involved during his shopping experience. I am talking about boxes designed to emit sounds or products whose label smell of what it contains.
Reusable packaging.
Another type of interactive packaging that includes all those packages designed for a second use. They are designed not only to contain and show the product but to turn it into something else. To do this it needs the intervention of the consumer who is therefore led to interact with the packaging. There are many examples of this type of interactive packaging and it is an excellent solution in terms of sustainability because once opened the package, we are not inclined to throw it away but we are encouraged to continue to use it.
Stimulating and entertaining the consumer with a personalized experience is an extra boost to make him buy the product especially in a market where the user is increasingly looking for new and unexpected urges. Many brands are pushing in this direction with the aim of producing interactive packaging able to conquer the consumer.
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