Packaging is no longer just about protecting the contents. It usually helps to attract consumers through interaction, provide environmental protection functions or have ideal material characteristics. All these improvements are largely due to the progress of packaging technology. The following is the latest progress of some technologies that may still be influential in the foreseeable future.
Augmented reality provides better interactivity
When customers look at the shelves filled with packages, their eyes may fall on dozens of possibilities before deciding which product to buy. Of course, the package is not the only thing that affects them. Maybe they have bought a certain brand or been recommended by friends before. However, packaging usually plays a role, especially if it has bright colors or promotes a limited edition design.
Marketers must constantly break through boundaries to maintain customer interest. Some people do this by building augmented reality (AR) capabilities in packaging. A person usually only needs a smartphone to make this technology work, making it easy for them to see its actual effect.
General Mills recently produced ar cereal boxes, which turn into drum machines or synthesizers once someone points a mobile phone at them. The specific location of the cereal on the box determines the results people get. In another case, wana brands, an edible product company, released an AR package to promote its new cannabis product line. This technology brings people into 3D animation experience, which is applicable to Android and apple phones. Consumers activate it by scanning the QR code.
Sometimes, AR experience occurs in supermarkets. Bothwell cheese recently demonstrated the possibility of promoting its new lactose free product line. People scanned the QR code on the package and saw a hologram of the cheese chef fixed on the floor appeared in front of them. He browsed through the lactose free categories and explained the benefits of these products, which the brand launched in hundreds of Canadian supermarkets.
Improve sustainability through creative solutions
ongoing scientific research warns that society must undergo major changes as soon as possible in order to avoid widespread climate disasters. There is no simple solution, but packaging experts have studied many ways to focus on sustainability. Sometimes, this is achieved by changing the material. For example, more than 400 organizations have signed the global commitment to a new plastic economy. This indicates that they intend to use 25% more recyclable packaging by 2025. However, some sustainable development efforts are taking place.
Pacific Northwest grocery chain new seasons market recently changed the packaging of its own brand pasta. The new packaging reduces the plastic consumption by 91%, and can eliminate more than 120000 clamshell packaging from the waste stream every year. Scientists are also studying the possibilities of edible packaging. Biopolymers made from seaweed and chemically modified materials made from exoskeletons of marine organisms are some options being considered. In most cases, the idea is to make an edible film to cover many foods sold to consumers.
An Irish Cafe even started using edible coffee cups made of wafer like materials when its owner was looking for a more sustainable way to operate after the pandemic lockdown. The consumable material can withstand heat for half an hour before starting to dissolve.
Chanel also launched its first refillable beauty package to the UK market. The product does not include an outer box, and the glass can is lighter, with a bio based cover and an inner cover. People can switch internal containers for replenishment when needed. This is a sustainable decision and will save them money. The replenishment costs £ 13 less than buying a brand new product.
Better packaging decision guided by artificial intelligence
It's not always easy to figure out what size of box to use or how much bubble film to use to ensure the safety of products before reaching their destination. However, packaging technology is reducing the relevant speculation. Artificial intelligence (AI) algorithms draw conclusions that humans cannot easily draw without help.
Most people may recall that they ordered a relatively small item from an e-commerce website and noticed that it reached a carton that was too large or was surrounded by too much filler. Artificial intelligence can help prevent such situations.
Amazon's data scientists have created a statistical model that can predict the best way to package a specific product, reducing product damage by 24%, while reducing transportation costs by 5%. During the prime days activity in 2021 alone, Amazon achieved $11.19 billion in sales. This shows that any significant progress it has made in packaging through artificial intelligence or other means will have a significant impact.
DHL, a logistics brand, is also using artificial intelligence to improve the packaging workflow and limit excessive packaging. It has an algorithm that provides real-time advice. Ditmar stans, executive vice president of DHL supply chain global solution design, explained how it works. "Depending on the product, volume and size involved, the software will not only recommend the best size of the outer package, but also provide personalized visual instructions on how to ideally use the inner space of the carton."
AI is also good at analyzing data from connected sensors to alert people to problems they may miss. The leader of Singapore based federal packaging is working with a technology company to study the option of using AI to predict downtime and other problems in the production of packaging boxes. The algorithm needs 6-12 months of information from the factory equipment to work. However, the return should be worthwhile.
"When we have data on our machines, we will soon know whether artificial intelligence has detected abnormalities. This allows us to take action earlier on any problems that occur," said Liu Zhiheng, chief vision officer of federal packaging. These are just a few ways for AI to expand the possibilities of packaging. As more and more companies test their functions in real-life use cases, other brand decision makers should also be encouraged to try them.
