Works Design Group’s very own Director of Business Development, Kory Grushka, wrote this article about augmented reality that was published in Brand Packaging Magazine last week. The article looks at how marketers and packaging managers can use this technology to create some truly innovative package design concepts.
Below is an excerpt from the article that gets to the bottom line:
Though still in its infancy, AR is a transcendent technology that has the potential to revolutionize the consumer experience. At a minimum, you should be monitoring the development of this technology, familiarizing yourself with the key industry players and tracking its use in the marketplace. While a discussion about Google Glass is beyond the scope of this article, you should be paying particularly close attention to its progress, as it has the potential to completely revolutionize the AR landscape (and much sooner than you might expect).
At this stage, it may be worthwhile to dip your toes in the water with short-run or seasonal packaging to become acquainted with the integration process and the many benefits that it can introduce (unique consumer insights, social media buzz and other earned media, among others). Alternatively, if you are able to incorporate AR into your packaging with truly value-added content, it may well be time to jump in head first. As of this writing, the best examples of this technology come in contexts unrelated to package design.
At some point, however, a truly remarkable AR experience will arrive in the packaging context, and when it does, it will be built around value-added content. If you can identify that type of content and you can commit to the integration process, it might be time to jump in.