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Augmented Reality is using computer software to create elements that work in connection with the physical world. Augmented Reality brings unlimited opportunities which help entice the viewer's senses such as sound graphics and videos.

Augmented Reality is used today in a range of different industries such as gaming with the popular release of 'Pokemon Go' which helped promote health benefits and increased user activity.

Augment Reality is being used in the education and health industry by creating apps that allow medical students valuable practice and training through visualisation. This means that the user has to use critical thinking for real-life scenarios such as the app 'TouchSurgery' allowing students to explore and learn through AR visualisations.

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Current uses for Augmented reality in packaging?

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Current uses for Augmented reality in packaging?

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"Augmented Reality is defined as a blend of the real world and digital information." A. Dirin et al (2018)

Through the growth of modern technology Augmented Reality is been more widely used from display screens to packaging design. Users are being introduced to a new digital narrative when purchasing a product. Companies such as 'Bombay Sapphire' have created new marketing campaigns for bottle releases allowing customers to scan bottles and learn more about different cocktail recipes and interact with different 3D animations. This is important as it creates a brand image, allowing a company to stand out amongst other products on a shelf.

There is also a sustainable benefit for companies to adopt Augmented Reality in their packaging as there is no additional printing cost, Augmented Reality allows a brand to not be limited to certain packaging design measurements.

Augmented Reality allows companies to reach different demographics and tune into consumer data.

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Augmented Reality for Packaging - Shazam x Bombay Sapphire

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How does Augmented reality improve customer engagement with a brand?

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How does Augmented reality improve customer engagement with a brand?

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A case study by A.Dirin et al (2018) explores the different effects that Augmented Reality may have on the consumer. Participants explored different advertising campaigns using Augmented Reality. The results it was concluded that Augmented Reality played a positive role in the participant's emotions with 73% finding the interaction exciting. This illustrates that individuals feel that the software used in modern advertisements is new and enticing, furthermore meaning this can positively impact a brand's image by becoming modern and appealing to different generations.

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The research illustrates that brands are starting to utilise Augmented Reality. From this project, I hope to further explore the ideas of customer engagement and user interface within packaging design. My next steps for this project would be to identify which area of packaging uses Augmented Reality and how this can affect different consumers, taking into account age and economic demographics.

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De Souza, A.G.M. (2021) Air (augmented intelligent reality) and packaging: Designing for Socially Sustainable Practices, YorkSpace Home. Available at: https://yorkspace.library.yorku.ca/xmlui/handle/10315/38462

Mohamudally, N. (2018). Introductory Chapter: Enhancing Augmented Reality User Experience (AR-UX) with Design Thinking. [pp.1–4. Available at: https://www.researchgate.net/publication/325336788_Introductory_Chapter_Enhancing_Augmented_Reality_User_Experience_AR-UX_with_Design_Thinking.

Mohebbi, B. (2014). The art of packaging: An investigation into the role of colour in packaging, marketing,  and branding. Researchgate. Available at: https://www.researchgate.net/publication/303285136_The_art_of_packaging_An_investigation_into_the_role_of_color_in_packaging_marketing_and_branding.

Morozova, A. (2019) Augmented reality for packaging, Jasoren. Jasoren. Available at: https://jasoren.com/augmented-reality-packaging/

N.E., By and - (2015) New study reveals the importance of innovation to consumers, CustomerThink. Available at: https://customerthink.com/new-study-reveals-importance-of-innovation-to-consumers/

Pesce, M. (2019). Augmented Reality – The Past, The Present and The Future. [online] The Interaction Design Foundation. Available at: https://www.interaction-design.org/literature/article/augmented-reality-the-past-the-present-and-the-future.

Potts, A. (2019) Ar– bringing brands and packaging to life - inside packaging: Issue 49: November 2019, AR– bringing brands and packaging to life - Inside Packaging | Issue 49 | November 2019. Available at: https://inside-packaging.nridigital.com/packaging_nov19/ar_bringing_brands_and_packaging_to_life

zappartv (2017) Augmented reality for packaging - shazam X bombay sapphire, YouTube. YouTube. Available at: https://www.youtube.com/watch?v=qcoPlvhi_LI