Bob Houghton reports
Earlier this year, visitors who attended the Packaging Innovations exhibition at Birmingham’s NEC went on a trip into the future. The Chesapeake/MPS team showed the audience how we will interact with packaging in a very different way to now. Carol Hammond, Head of R&D at Chesapeake, says: “We showed visitors how new technologies such as Touch Transfer Technology (3T), augmented reality, and printed electronics are providing an additional dimension to packaging. We were able to show how improved emotional and interactive packaging experiences can truly engage with all the senses.”
Interact to attract
3T is a groundbreaking technology that allows packaging and therefore the brand to interact directly with smart devices. The pack is used to activate the technology, engaging the consumer and providing a way to interact that is easy and intuitive. It also ensures that the brand’s identity is retained in the presence of the user.
“Packaging will talk to us, provide us with information, send reminders and tell us when it is the best time to use the product,” says Hammond. “The drivers for developing unique consumer experiences are very strong and in most cases the technology to deliver these changes is already here or just around the corner.”
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