Web3 and Packaging
The bloggers at Packaging Connections have spoken about the growing use of augmented reality, virtual reality, and smart and interactive packaging technology on numerous occasions.
In 2022, as we observe an almost cult-like shift towards decentralized systems, trending NFTs, the “metaverse” and its realization in the physical world, a new era of marketing, branding, and by association, the packaging seems to emerge.
Customer engagement drives the powerhouse behind the heightened digitization of the most commonplace systems. The ideas of transparency, protection against counterfeiting, and automation have also lent to the induction of the digital realm as well as digital assets at all stages of the supply chain. While barely any of these technologies are entirely novel, the hype around Web3 and Metaverse is leading to the slow yet steady assimilation of all independently existing digital spaces supported by the IoT.
From large multinational corporations to small businesses, all have hopped on the bandwagon called Metaverse.
Now, QR codes on your packaging are scanned to enter a unique digital world. Businesses create these digital spaces to promote their brand by providing exclusive offers, games, and much more. By engaging their customer base in such a manner, companies are able to establish their brand identity and encourage customers to integrate their imagery and symbols into their digital footprints.
Since such capabilities are still received with great enthusiasm by the common man, brands that incorporate them now will have an edge over others.
A shift to shopping in the Metaverse will draw increased attention to design. Communication will be at the forefront of packaging design. Virtual unboxing might entirely be about the experience it creates rather than showing Metaverse shoppers what the packaging will look like when the product is received at their doorstep. People’s interest in using AR and VR while shopping will only aid the growth of this sector.
There are endless possibilities and both benefits and drawbacks of the growing synergies between the physical and digital world. Many are yet to be explored. For now, as the market experiences rapid changes, the packaging industry too will try to adapt and mold itself accordingly.
