Augmented reality in packaging

The immersive technology of augmented reality (AR), previously easily associated with entertainment, gains expressive space in the business of companies. One of the marketing strategies of many of them is to bet on packaging. Tetra Pak, a packaging company of the Tetra Laval Group, which develops the best possible food processing and packaging solutions, recorded R?190 billion in packaging sales in 160 countries in 2019.
In addition, according to the company, 91% of consumers often look for environmental logos in purchases, prioritizing recyclable and responsible packaging. This means that the wrapper is an item of important value to the consumer, since it functions as a true communication mechanism since its manufacture.
Today the packages bring recipes, characters, collectible cards, nutritional curiosities, information about product benefits, differentials in composition, among other attractions that can be associated or enhanced through the experience of AR. With augmented reality, all packaging becomes a channel of distribution of content to brands. In addition to attracting the attention of the customer, integrating the virtual world with the real, increases the chances of sale, adds value to the product and enhances the business.
One of the features to enable this experience is the use of a QR Code ('Quick Response Code' on the packaging itself, which will allow a real-time scan with the smartphone camera to activate the action in AR, which can be a game, specific information about the product, a promotion, among other messages transmitted in an unusual way.
The great differential of augmented reality is to compose a journey to the consumer that makes sense for his experience in relation to a given product.
The consumer who is invited to participate in a journey and effectively accepts this experience has much more chance of completing a purchase than the one who did not participate. That's because the context in which he was inserted seduced him, whether by the product, discount or benefit he will receive.
Holographic projections of augmented reality allow interaction with animations, objects and products as if they were really there, providing an experience closer to the real, jumping from the screens to the real world.
More than a trend, this is already a reality for most brands that value and invest more and more in a digital packaging, minimizing noise with their target audience and enhancing sales through the relevance of the content generated.
-Marcos Trinca