Millennial consumers are transforming the economy as we speak. Born between 1980 and 1999, they represent a large part, 30 percent by 2020 to be precise, of total retail sales. But while Millennials represent the so-called digital generation
and will dominate consumption for decades to come, the majority of brand owners and packaging designers fail to grasp what these tech-savvy consumers expect from digital packaging design.
Reforming the retail experience
are used to having continuous access to virtually all the information in the world, no matter where they are, with the click of a button
. Also the generation who grew up with playful learning tools a plenty, Millennial consumers prefer interactive experiences
over one-way information streams. To meet these two expectations, innovative packaging designers are increasingly reforming the retail experience using digital technologies.
Looking to get inspired yourself? These cool digital packaging design examples
are food for thought!
Sharing a virtual chocolate bar
One of Greece’s favorite chocolate brands, Lacta
proved itself ahead of the digital packaging game when they launched their augmented reality app back in 2011. It enabled consumers to send someone a secret message
that would appear only when the recipient viewed a Lacta chocolate bar through their phone’s camera.
Invisibly digital packaging design
When someone says “digital packaging design”, QR codes
are often the first thing to spring to mind. Then again, they’re so 2011 … Not to mention ugly. Enter the Digimarc Barcode
, which is invisibly embedded in the graphics by modulating the color data in the pixels.
Interactive packaging design
The presence of digital packaging is growing rapidly not only in the food industry, but in the healthcare sector
as well to improve patient compliance
and help fight counterfeit medicine
on multiple levels.
Inspired by Interpack