Interactive packaging provides a simple way to create unique interactions with customers without having to spend thousands on hosting events or designing fancy product displays. You can incorporate new technologies that allow consumers to scan parts of a product’s packaging and get access to games, digital content, and more. In many cases, you simply print a QR (Quick Response) code on the exterior packaging, which is hardly an inconvenience. Other options include NFC codes and augmented reality apps. If you want to find a way to use interactive packaging for your company’s benefit, here’s what you need to know about it before you start designing your new packaging.
Interactive Packaging Requires Creativity
Interactive packaging, when done effectively, has to be creative. Companies can’t expect to slap a code on their packaging for customers to scan without intriguing them first. It’s hard to attract consumers to your product in today’s market, so the more creative your interactive features, the better chance you have at making an impact at the point of sale.
During the planning process, think of ways to engage customers with your product through interactive packaging. How can you catch their attention and entice them to pick up and scan the product? What will they receive for their willingness to cooperate? It has to be creative enough to make them want to know more, so you’ll have to figure out how your company can get customers to interact with your product and packaging. A great packaging design can help you amplify your interactive features, so that customers can quickly recognize there’s something unique about your product.
Interactive Packaging Should Be Simple
When using interactive packaging features, your goal should be making them simple to understand and use for consumers. No one is going to spend extra time figuring out how to interact with your packaging while they try to finish shopping. You need it to be as simple as possible to access the extra features using innovative technologies on your packaging.
This is one reason why QR codes, or quick response codes, became so popular. It was really easy for someone to walk into a store and use their phone to scan the code. There were no long, drawn out steps for figuring out the extra digital features associated with a product. NFC interactions can become even simpler by just having customers tap their phone at certain location. Using the simplest form of interactive technology will help customers make the decision to use those features much easier.
Interactive Packaging Should Provide Value
Interactive packaging should give customers extra value, whether it’s a digital recipe card that uses your product or a secret contest that can only be accessed when they buy and use the code on your packaging. There has to be some reason for consumers to want to interact with your product packaging.
When you start adding interactive features to your product packaging, think of unique ways that you can add value to a customer’s experience. This will be the key in making sure people actually want to pick up and figure out more about the interactive features you included. If there’s no good reason for them to follow through, they won’t be interested in what you have to offer. Make sure your extra offers are enticing enough to generate the interactions you want.
As you can see, there are some key things you should know about interactive packaging and how it can be used in your favor. Interactive packaging has to be creative enough to draw attention, but also simple enough to use that customers don’t get discouraged from figuring out the added benefits you’re providing. If you can combine all of the necessary elements for a good interactive packaging design, you will eventually see increased purchases and interactions with your products in the marketplace.