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Augmented Packagingonline trends and technologies that can influence packaging

2009 Total Active Media

Martijn Arts

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Total Identity

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ActivitiesPositioningProfiling

Founded 1963 TOTAL DESIGN

2000 changed nameTOTAL IDENTITY

GroupTOTAL IDENTITY- Amsterdam- The HagueTOTAL ACTIVE MEDIA VERMEULENALLCOMMUNICATION SOFTWARE

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AreasConsultancyDesignPublishingInteractionPRCampaign

Earnings2005 10,7 mln2006 11,9 mln2007 14,2 mln2008 13,4 mln

Network partnersAntwerpBolzanoBremenDubaiHamburgLisboaMadrid

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Martijn ArtsLives in AmsterdamBorn in 1973MsC Delft Tech. Universitymarts@totalactivemedia.nl

Total Active MediaManaging Director.

Total IdentityShareholderBoard of directors

Social NetworksLinkedInHyvesTwitter (arts118)

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online

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WEB 1.0, 2.0, 3,0, …

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WEB 1.0

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WEB 2.0

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WEB 3.0

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9 petitinvention.wordpress.com

WEB 4.0

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• 1997-2005• “Everyones first time”• Network as broadcasting channel fort text and images• Paper publishing done on screen — no new concepts• One-size-fits-all or broadcasting• Contentmanagement• “the web of documents” — page based internet• Internet seen as antisocial• Internet as speciality• Use only on workstation

WEB 1.0

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• world wide web — www• hyperlink• chatten• forum• newsgroups• Gopher• animated gif• imagemap• HTML• e-mail• homepage• banner• zoekmachine — googelen

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• 2005-2009• Hype or marketing term — possibilities were always there• Network as distribution channel — applications as modules• Users own data — user generated content• Best practices and archetypes have evolved in websites• WIKI’s, RSS and webservices — website as mashup• Open architectures invokes semantic web and free structures• Social-networks and social communities florish• Internet as part of everyones business• Use at different places and moments — information based

WEB 2.0

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• User generated content• WIKI• Blogging — moblog, weblog• VOIP• RSS• AJAX• Profiling• Mashup• Open source• Tagging• Widgets• Social bookmarks

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• 2009-2010• Transformation to a more seamless and interoperable whole• Network as platform — integration of modules and channels• Distributed databases — the ‘World Wide Database’• Open service business models — Webservice interoperability• Transformation to a more seamless and interoperable whole• Open X — OpenID, -APIs, -data formats, -source, DataLicense• “People are part of the web”• Internet is not mentioned anymore• Everywhere anytime — ubiquitous connectivity, X-chanel

WEB 3.0

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• the intelligent web• Grid and cloud computing• Open Data License• Roaming portable reputation• Semantic web — folksonomy• Autonomous agents• Statement-based datastores• Machine reasoning• Twitteren• e-Ink

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Jan Chipchase (Nokia)

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• 2010-?• Web-based information / -applications integrate in real world• Technology is becoming invisible — it really is a vehicle• Integrated streaming media — flow of emotions• Open media communication — psychology of machines• Location, information and time interoperate — the Borg• Any media is searchable / integratable — visual search etc.• Augmented reality — extensions to everything we know• Everything is touchable, communicative etc.• Beyond channels and semantics — rich content / rich media

WEB 4.0

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• pocketable — wearables• extreme rich media• real time associations• associative learning• augmented reality• technology literacy• blurring boundaries• invisible, social cues• ambient technology• contextual profiling• serial-solitary

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What about Packaging...?

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package design is... sales & promotions

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package design is...informing customers

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package design is...containing contents

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packaging design is...(bar-) coding products

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package design could mean... fun, art and entertainment

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package design could mean...social bonding & making friends

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package design could mean... identity

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package design could mean... high-tech

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Packaging sends a message

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Sales turns into: creating an experienceInforming turns into: educatingContaining turns into: improving the contentsCoding turns into: self regulating

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Future?

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(short) VIDEO ON FUTURISTIC PACKAGING

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RF-ID: tagging the real worldAugmented reality: enriching realityPrinting on demand: customizing everythingeInk: updateable paperMobile devices: Everybody has appliances that scanSensors: Everything senses everything

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Technologies

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RF-ID

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(short) VIDEO ON RF-ID

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distribution & logistics: where is what when?self scanning: RF-ID scanner in mobile phoneeverything is tagged: information on everythingtracking and tracing: for consumers and companiesrecognition: devices detect and recognize each other

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RF-ID

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AugmentedPackaging

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(short) VIDEO ON AUGMENTED PACKAGING

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service: explanation on how it workssales & promotions: selling the productpersonal: explanation can be personalizedcommunication: using multimedia to “tell a story”experience: interactivity & multimedia create a dream

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Augmented packaging

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Printing on Demand

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(short) VIDEO ON PRINTING ON DEMAND

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target groups: long tailsmall releases: collectablespersonal: printing personal messagesmass customization: aiming at individualspresents: encouraging personal notes, social network

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Printing on demand

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eInk

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(short) VIDEO ON eINK

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just in time information: correct info at the right timedialogue: Brand talks to users or amongst themselvescontext based promotions: right ad for each momentinteractivity: information about the contentssignalling: detecting the quality of the contents

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eInk

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Mobile Devices

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(short) VIDEO ON MOBILE DEVICES

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no network needed: users have device that is needed augmenting everything: augmented realityinformation: connection to internet data sourcesgeo positioning: location based servicespersonal: profiling and personalization

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Mobile devices

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offline2009 Total Active Media

Martijn Arts

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Augemented Me

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(short) VIDEO ON eINK TATOO