Augmented Packaging

online trends and technologies that can influence packaging

2009
Total Active Media
© TOTAL IDENTITY

Martijn Arts
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 Total Identity
Activities Areas
Positioning Consultancy
Profiling Design
Publishing
Founded Interaction
1963 TOTAL DESIGN PR
Campaign
2000 changed name
TOTAL IDENTITY Earnings
2005 10,7 mln
Group 2006 11,9 mln
TOTAL IDENTITY 2007 14,2 mln
- Amsterdam 2008 13,4 mln
- The Hague
TOTAL ACTIVE MEDIA Network partners
VERMEULEN Antwerp
ALLCOMMUNICATION Bolzano
© TOTAL IDENTITY

SOFTWARE Bremen
Dubai
No staff Hamburg
112 Lisboa
2
Madrid
 Martijn Arts
Lives in Amsterdam
Born in 1973
MsC Delft Tech. University
marts@totalactivemedia.nl

Total Active Media

Managing Director.

Total Identity
Shareholder
Board of directors
© TOTAL IDENTITY

Social Networks
LinkedIn
Hyves
Twitter (arts118)
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online
 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
 WEB 4.0
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9 petitinvention.wordpress.com
 WEB 1.0

• 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
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 Just words...

• world wide web — www

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

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 WEB 2.0

• 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
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 Just words...

• User generated content

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

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 WEB 3.0

• 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
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 Just words...

• 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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 WEB 4.0

• 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
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 Just words...

• 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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© TOTAL IDENTITY

package design is...

informing customers

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© TOTAL IDENTITY

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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 Future?
Sales turns into: creating an experience
Informing turns into: educating
Containing turns into: improving the contents
Coding turns into: self regulating
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 (short) VIDEO ON FUTURISTIC PACKAGING
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 Technologies
RF-ID: tagging the real world
Augmented reality: enriching reality
Printing on demand: customizing everything
eInk: updateable paper
Mobile devices: Everybody has appliances that scan
Sensors: Everything senses everything
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RF-ID
 (short) VIDEO ON RF-ID
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 RF-ID
distribution & logistics: where is what when?
self scanning: RF-ID scanner in mobile phone
everything is tagged: information on everything
tracking and tracing: for consumers and companies
recognition: devices detect and recognize each other
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 Augmented
Packaging
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 (short) VIDEO ON AUGMENTED PACKAGING
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 Augmented packaging
service: explanation on how it works
sales & promotions: selling the product
personal: explanation can be personalized
communication: using multimedia to “tell a story”
experience: interactivity & multimedia create a dream
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 Printing on
Demand
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 (short) VIDEO ON PRINTING ON DEMAND
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 Printing on demand
target groups: long tail
small releases: collectables
personal: printing personal messages
mass customization: aiming at individuals
presents: encouraging personal notes, social network
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eInk
 (short) VIDEO ON eINK
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 eInk
just in time information: correct info at the right time
dialogue: Brand talks to users or amongst themselves
context based promotions: right ad for each moment
interactivity: information about the contents
signalling: detecting the quality of the contents
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Mobile
Devices
 (short) VIDEO ON MOBILE DEVICES
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 Mobile devices
no network needed: users have device that is needed
augmenting everything: augmented reality
information: connection to internet data sources
geo positioning: location based services
personal: profiling and personalization
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 offline
2009
Total Active Media
© TOTAL IDENTITY

Martijn Arts
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Me
Augemented
 (short) VIDEO ON eINK TATOO
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