The Digimarc Blog

Know the 3 Types of Connected Packaging

Understanding the characteristics of certain technologies can help brands make more informed decisions about enabling connected packaging. These definitions and insights about high-tech packaging solutions will help you speak directly to shoppers in store aisles, at home or wherever they are ready to buy.

  • Active Packaging
    Active packaging allows customers to engage with products that include additional product information and exclusive content controlled by the brand. Active packaging often involves special symbols like QR codes or advanced barcodes such as Digimarc Barcode, and generally doesn’t require expensive technology or special substrates.
  • Interactive Packaging
    Interactive packaging includes specialty substrates and technologically advanced materials that are capable of communicating information. For example, some brand-name batteries can communicate whether they still contain a charge. These unique features deliver additional value to consumers, and help dissuade counterfeiting.
  • Intelligent Packaging
    Intelligent packaging sends and receives information for dynamic interaction with sensors. Whether using radio-frequency identification (RFID), near-field communication (NFC) or similar two-way communication technologies, intelligent packaging comes at a considerable cost but can add huge value in the manufacturing and distribution processes and across the supply chain.

There are advantages to each type of advanced packaging. Whichever type you choose, enhanced product packaging can provide big benefits for your business, customers and partners.

Learn how to encourage consumers to engage with enhanced packaging when you download the free guide to “5 Tips for Getting Shoppers to Scan Product Packaging.”

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