Steve Osborne talks about AUGMENTED PACKAGING.
Packaging is your brand's primary user interface and the good news is that it already augments reality. By a little-known but extremely important process known as sensation transference, the impressions created by the form, colours, feeling and symbols of the pack are transferred to the user's experience of the product.
Now digital technology is set to transform packaging's communication potential, with Augmented Reality applications being launched from the pack to provide extra content and new experiences. The challenge is to ensure that all of this is seamless, relevant and adds true value, not a bolted-on gimmick that quickly becomes boring or even annoying.
At OP it's always been our mission to help clients build brands you can believe in, and we're using this new technology to unlock the storytelling power that is already built in to packaging, but perhaps undiscovered until now.