We have all seen the rise in Virtual Reality. An immersive experience that allows its users to connect with their created surroundings. The uprising in Virtual Reality has caused quite a stir throughout every industry, leading to questions of ‘what can we do?’ and ‘how can we become a part of this new movement?’.

However, it is Augmented Reality that has recently caught our attention and we’ve noticed that brands are now starting to adopt this technology more and more. Many people confuse the two, thinking they offer the same experience to users when in fact, they do very different jobs.

Virtual Reality (VR) vs Augmented Reality (AR)

So, what is the main difference between the two realities? The main difference is that VR builds a world in which the user can immerse themselves through a specific headset. Everything that can be seen, is artificially constructed by the creators, from images to sounds. In AR, however, the real world is used as the framework, within which objects and images can be placed. Take Pokémon Go as an example. Do you remember when everyone was glued to their phone chasing Pokémon? That was Augmented Reality. Characters were placed into our world through our phones, to create a new perspective and outlook.

Augmented Reality in packaging

Although Virtual Reality is probably the most well-known of the two, it is Augmented Reality that is becoming increasingly popular in our industries. We have seen a substantial increase in the use of technology to superimpose virtual information onto products. The more we think about it the more we have come to realise how useful this technology can be for the packaging industry. Using a unique and immersive tool like AR can help a brand improve brand loyalty, attract new customers, and ultimately stand out from their competitors.

Here are some benefits:

1. Additional information

Have you ever struggled between creating an eye-catching design and making sure all the relevant information is on your packaging? Well, AR has you covered. Through the simple use of a QR code, extra information can be added, that can’t be seen within the first look. Whether it’s facts, nutritional information, design ideas or contact information, there are no limits to what you can add virtually.

2. Increasing Brand Loyalty

Let’s delve into improving brand loyalty a bit more. In this digital age, AR is offering a new and exciting way to display your product to your consumers and giving them a new way to engage with you. Explain the back story of your product – take 19 Crimes as an example. They used AR to make the portraits on their bottles tell stories and explain the reason behind the company’s name. Knowing this extra information and the creativeness behind its technique will keep their customers coming back for more.

3. Attracting new customers

Now, what about new customers? Isn’t the whole idea of branding and packaging to attract new buyers? Adding a touch of AR to your packaging really will help you stand out from the crowd – remember, 86% of consumers are willing to pay more for a better experience.

4.  Standing out from the crowd

Introducing AR into your marketing materials would help separate you from your competitors. What can you provide your customers through this new reality that other companies can’t? Maybe it’s a full life cycle of your product or extra additions that are only possible via an app. Customers, especially now, like transparency. They like to know everything about a product, where it comes from and why. So, if you were able to provide all this information in an engaging way you will be sure to win over your customers and be leagues ahead of other businesses.

There is no limit to the style of packaging that can be used when it comes to Augmented Reality, especially within the glass packaging industry. If you look around, you will start to see it popping up everywhere. Just have a look at some of the major companies like Bombay Sapphire. Their glass gin bottle is now decorated with its usual paper label, however with the addition of a paper tag on the neck of the glass bottle. Scan this label with your phone and you will bring the bottle to life, with flowers and bees flying around. Not only that but you are introduced to different video recipes. Being able to open this up before purchasing the bottle, will help the products to be sold. Give your customer a reason (a delicious reason at that) to buy your product and they will.

We are excited to see what this new wave of technology will offer all industries in the future.

What about you, will you leap into the world of Augmented Reality?