11 February 2014

Three Ps of packaging

Packaging has long-performed the role of protecting products during transit, through the supply chain, and from the retail environment to the home.

Promotion is also a well-established role of printed packaging, capturing the consumer's eye at the "Moment of Truth" and facilitating purchasing decisions.

Performance is a growing element of modern packaging. From repurposing and secondary use, with champagne bottle cartons becoming an ice bucket for instance, to consumer engagement through AR and QR. The ABC Syringe is a concept that is generating plenty of interest, with a color-change label activated by opening modified atmosphere packaging and generating a chemical reaction between the inks and oxygen.

This might be a concept, but it is an indicator of the way packaging is still evolving as a tool to enhance the user experience, from at-home applications to medical scenarios.

Packaging Innovations 2014 at the end of the month promises to showcase a number of examples in smart and intelligent packaging, such as the CS Labels AR app, as does Ipex next month. Intelligent packaging is also shaping up to be part of the next Labelexpo Americas program.

Packprint World spring 2014 will provide more detailed analysis of smart and intelligent packaging developments.