Talking Packaging

The focus is on the "Extended Packaging" trend.                                                     

Digitalisation makes packaging interactive and provides shoppers with information and infotainment beyond the analogue package.  This is illustrated using the example of the Digimarc code, a technology from the US company Digimarc, which invisibly encrypts the GTIN and a URL in the package image, so to speak as an "invisible watermark". Compared to sensor-based systems such as NFC or RFID, which require additional hardware, this approach is much lower threshold and can be detected with any commercially available smartphone.