Insights / Perspectives

Leveraging Interactive Packaging

Today’s consumers crave unique experiences, and package design plays an increasingly important role in creating these moments. Packaging is evolving beyond product protection and visual appeal to help engage and connect with consumers through interactivity. Here are some interactive packaging strategies that can help drive consumer trial, brand loyalty, and differentiation.

Smart Labels

With information at their fingertips, consumers scrutinize products and brands before making purchase decisions. Digital tools like QR codes and near-field communication (NFC) technology allow consumers to interact with brands in more robust and engaging ways. A quick phone scan redirects shoppers to a brand’s website to view product tutorials, browse products, read reviews, discover ingredient information, learn about a company’s social or environmental initiatives, and more. These packaging solutions help consumers save time and money, select the right products for their needs, reassure them of product quality and safety, and create unique user experiences that differentiate from the competition.

Remus Babe Ruth

Added Functionality

While a package’s primary function may be to protect and preserve the product inside, it can also take on additional functionalities that allow consumers to interact with the brand in new ways. Package design that can be repurposed in fun or functional ways not only creates interactive experiences but also promotes sustainability. Think about cereal boxes that have games and activities on the back. Or a beautiful beverage bottle that can be transformed into a vase or reusable drinking glass. La Mer partnered with Berlin Packaging on a custom package for their Regeneration Serum that also acts as a terrarium that can grow mint or lavender.

La Mer Terrarium

Unboxing Experiences

Secondary packaging and shipping cases can create memorable, interactive engagement that drives trial and promotes brand loyalty. Consider how the package opens – does it create a sense of excitement and anticipation? How is the product displayed – does it feel special and unique? Do the materials and finishes elevate the experience? How can you add an element of surprise for added delight? Berlin Packaging creates inspired and interactive secondary packaging solutions for distilleries, personal care brands, and more.

Bobbi Brown

Sensory Engagement

Packaging can be more than just visually appealing; it can engage the senses through interactive elements that engage various senses. Consider a scratch-n-sniff feature for fragrance products in air care, home cleaning, and beauty care. Tactile elements like soft touch, unique textures, and engravings encourage consumers to engage with the package in unique ways. Color-changing technology can be used to demonstrate freshness, efficacy, or playfulness. Berlin Packaging has extensive experience developing packaging solutions with custom shapes, unique textures, pop-up elements, LED lights, and more to help brands create sensory engagement.

Ready Set Glow

By: Moira Stein
Date: November 4, 2024