Global CPG and Retail ExpertAndres Siefken

Top 5 Trendsin Smart PackagingAs disruptive technology propels us forward faster than ever, brands are looking at how they might utilize these technologies to forge a stronger connection with consumers. Smart packaging may just be the answer. Convetit brought together six experts in the field of packaging to delve into the trends and drivers that define the space of smart packaging. This technology is exciting because it poses the ability to positively change the way consumers interact with the product, making all of our lives easier.

C O N V E T I T F O R E S I G H T S

Perhaps one of the most talked about trends in smart packaging is the

implementation of labeling on food packaging that tracks and marks the product's freshness. Expiration dates

stamped onto products do not instill the most confidence in the consumer, but a

label that is able to concretely convey freshness is an easy and obvious

system that customers can trust. For example, OnVu’s labels tell you if a

product is no longer safe to eat due to changes in temperatures. It also tells

you how much life the product has with a color code that changes according to the product climate exposure and time.

“I look at technology improvements and innovation as an enabler for us to communicate the value proposition of the product in ways that can create a wow factor in consumers. I am not talking about flashing led lights or even QR codes, but features that are integrated and provide an instant benefit to me as a consumer.”

Global CPG and Retail Expert

Here are five trends that our expertshave identified as driving industry:

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Labels that trackproduct freshness

The improvement in OLED (Organic Light-Emitting Diode) technology can allow for printing materials on flexible

substrate, which has great potential for packaging design. For example, flexible

films on the bottle will have the ability to be designed and changed from a

handheld app to convey the personalized message the user wishes at that given time. Another ripe area for

OLED technology is in the clothing sector, wherein items such as

backpacks can incorporate solar cells for charging cell phones and other

personal devices.

OLED Flexible Display Technology

The most notable example of augmented reality packaging is Lego’s “Digital Box”. The idea behind the Digital Box is to show consumers in-store what a completed set looks like. Stores are outfitted with kiosks that scan the barcode of any product before projecting a 3d rendering of the finished product on screen. The Digital Box is an excellent example of brands connecting with consumers in a fun, interactive way that also proves to be useful for the shopper looking to make a decision between multiple products.

AugmentedReality Packaging

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Andres Siefken

“Personalization connecting with emotional experience is a key trend in packaging, from food products, containers, clothing and other devices.”

Technology Development Manager

“Luis Fanor Vega

“Smart packaging in food and clothing are in or on trend and will expand as

consumers become more engaged and cost/prices come down.”

Product Developer

“Maria Leo

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In pharma specifically, smart packaging is making a strong case for itself. There are implications for security, in which smart technology can be used by companies to reduce or prevent counterfeiting. More forthcoming, however, is the use of intelligent foil developed by The Compliers Group Objective therapy Compliance Measurement (OtCM) that includes electronic circuitry to register the removal of pills from packaging. This foil can also monitor patient condition and therapy behavior, collect and transmit the data, and subsequently send it off for analysis. This sort of data collection could prove to be especially useful for patients who have difficulty in keeping track of their habits.

Intelligent Foil“Integrating a tech tool or tech function into packaging has to have a real useful

purpose to enhance our lives, and provide a necessary function that we

cannot do without.”

Design Director

“Davar Azarbeygui

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Speaking of data collection, intelligent packaging has the ability to create an

enormous benefit for brands through the collecting and storing of critical data, and is likely implementable in all of the trends

mentioned in this list. A rising driver in the entire sphere of packaging is tailoring

products to specific regions; The capacity to collect data from multiple sectors will

allow companies to learn what sort of designs and functions are the biggest hit

in differing regions. The integration of IoT and packaging means that companies

can create products that track customer usage, like Fitbit, and adjust their outreach

at much greater speeds, leading to a much more personal relationship between

brand and consumer.

Data Collection“In most cases, although consumers are different throughout the world, they do have a consistency of wanting to feel connected, having a personal impact or influence and wanting to be independent but a part of the masses.”

Senior Development Scientist

“Marc Hirsch

Senior Development ScientistMarc Hirsch

Contributors

Technology Development Manager

Luis Fanor Vega

Product DeveloperMaria Leo

Design DirectorDavar Azarbeygui

Graphic DesignerEverett Manns

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