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Packaging+ What does online have to do with packaging TOTAL IDENTITY 2012 Total Active Media 1 Martijn Arts
© TOTAL ACTIVE MEDIA Power of Packaging Martijn Arts @arts118
TOTAL IDENTITY Activities Areas Positioning Consultancy Profiling Design Packaging Founded Publishing 1963 TOTAL DESIGN Interaction PR 2000 changed name Campaign TOTAL IDENTITY Network partners Group CDR TOTAL IDENTITY Gramma TOTAL PUBLIC WirDesign TOTAL ACTIVE MEDIA Vermeulen ALLCOMMUNICATION SOFTWARE Locations No staff Amsterdam © TOTAL ACTIVE MEDIA 85 Antwerp Berlin Braunschweig Den Haag Landgraaf Seoul
TOTAL ACTIVE MEDIA Activities Design Realisation Communication Ambition Mapping Mixing Moving people Founded 1996 ZaPPWeRK 2007 changed name TOTAL ACTIVE MEDIA No staff © TOTAL ACTIVE MEDIA 18
MARTIJN ARTS Details Lives in Amsterdam Born in 1973 MsC Delft Tech. University marts@totalactivemedia.nl Total Active Media Founder (1996) Managing director Total Identity Shareholder Board of directors Social networks LinkedIn: martijnarts Twitter: @arts118 © TOTAL ACTIVE MEDIA
why am I here ? I am an online guy... © TOTAL ACTIVE MEDIA
ÖSTERREICHISCHE POST AG 15.500 m2 10.000 per hour 170.000 a day (max) 40% is bought via web 20.000 from Amazon (max) © TOTAL ACTIVE MEDIA
© TOTAL ACTIVE MEDIA 3,0, … WEB 1.0, 2.0,
Web Everybody's first time © TOTAL ACTIVE MEDIA Web 1.0 Internet seen as antisocial 1997 - 2007 Internet as speciality Use only on workstation
Web Hype or marketing term © TOTAL ACTIVE MEDIA Web 2.0 User generated content 2007 - 2010 Social-networks flourish Different places and moments
Web People are part of the web © TOTAL ACTIVE MEDIA Web 3.0 More seamless & interoperable 2010 - 2012 Open X, -ID, -APIs, -Data, -source Everywhere anytime
Web © TOTAL ACTIVE MEDIA Web integrates in real world Web 4.0 Technology is becoming invisible 2013 - ... Everything is touchable
What about Packaging...? © TOTAL ACTIVE MEDIA
What is © TOTAL ACTIVE MEDIA package design is... sales & promotions
What is © TOTAL ACTIVE MEDIA package design is... containing contents
What is © TOTAL ACTIVE MEDIA package design is... intelligent design
What is © TOTAL ACTIVE MEDIA package design is... information design
What is © TOTAL ACTIVE MEDIA package design is... helping people understand
What is © TOTAL ACTIVE MEDIA package design is... helping people out
What is © TOTAL ACTIVE MEDIA package design is... imagination
What is © TOTAL ACTIVE MEDIA packaging design is... (bar-) coding products
What is © TOTAL ACTIVE MEDIA packaging design is... protecting products
What is © TOTAL ACTIVE MEDIA package design could mean... fun, art and entertainment
What is © TOTAL ACTIVE MEDIA package design could mean... social bonding & making friends
What is © TOTAL ACTIVE MEDIA package design could mean... identity
What is © TOTAL ACTIVE MEDIA package design could mean... high-tech
© TOTAL ACTIVE MEDIA but is this new ?
Trends in Packaging... © TOTAL ACTIVE MEDIA
Trends © TOTAL ACTIVE MEDIA Weight reduction Logistical trends Stronger packaging http://www.ecolean.com/
Trends © TOTAL ACTIVE MEDIA Improved temperature stability Containing trends Improved protection against ... Container that checks content! http://earth911.com/news/2010/03/19/future-packaging-could-actually-think-for-itself/
Trends © TOTAL ACTIVE MEDIA Sustainable packaging Environmental trends Cradle to cradle Biodegradable packaging http://www.earthshell.com/
Trends © TOTAL ACTIVE MEDIA Typography Graphical trends Simple graphics Retro-interpretation http://www.xymara.com/index/designerscorner/Spotlight/12806/Packaging-Trends.htm
Trends © TOTAL ACTIVE MEDIA Guerrilla Marketing trends Infographics Unboxing (movies)
© TOTAL ACTIVE MEDIA but is this me ?
TechTrends in Packaging... © TOTAL ACTIVE MEDIA
Tech © TOTAL ACTIVE MEDIA Logistics and coding: RF-ID, QRcode, HCCB, barcodes...
Tech © TOTAL ACTIVE MEDIA Community and word-of-mouth: Social media packaging http://www.psfk.com/2009/07/perriers-social-media-packaging.html
Tech © TOTAL ACTIVE MEDIA (multi) Sensory sales: Passive, active and intelligent packaging http://www.packagingconsultancy.com/food-packaging.html
Tech © TOTAL ACTIVE MEDIA Mobile first: Everything can be done and detected by iPhone
Tech © TOTAL ACTIVE MEDIA Detection and sensors: Electronically conductive ink http://www.xymara.com/index/news/TechnicalNews/5009/ciba_xymara_electra.htm en http://www.packaging-gateway.com/news/news1817.html
Tech © TOTAL ACTIVE MEDIA Informative: Augmented Reality (AR)
Tech © TOTAL ACTIVE MEDIA Personalization: Printing on Demand (PoD)
Tech © TOTAL ACTIVE MEDIA Ecomagination: Think different!
this is me! so more on this... © TOTAL ACTIVE MEDIA
© TOTAL ACTIVE MEDIA videos...
TOTAL IDENTITY http://www.youtube.com/watch?v=7tzB4a1AyJo Unboxing
TOTAL IDENTITY http://www.youtube.com/watch?v=eob532iEpqk RF-ID
TOTAL IDENTITY http://www.youtube.com/watch?v=tpuv1hAUaOU Printed electronics
TOTAL IDENTITY http://www.youtube.com/watch?v=_S_CekfLcug Augmented reality
TOTAL IDENTITY http://www.youtube.com/watch?v=deUDtw_GHew Gamification
TOTAL IDENTITY http://www.youtube.com/watch?v=gQBjJjpkjl0 Multipurpose
© TOTAL ACTIVE MEDIA Summary
TechTrends Logistics and coding Community and word-of-mouth (multi) Sensory sales Detection and sensors Informative Personalization Ecomagination © TOTAL ACTIVE MEDIA
TechTrends Logistics RF-ID: tagging the real world Community Mobile devices: Scanning everywhere (multi) Sensory e-Ink: updateable paper Detection Sensors: Everything senses everything Informative Augmented reality: enriching reality Personalization PoD: mass customization Ecomagination Minimal: classic becomes future © TOTAL ACTIVE MEDIA
Future? Logistics self regulation Community emerging mass markets (multi) Sensory creating an experience Detection improving the contents Informative educational Personalization maximizing margin Ecomagination new life © TOTAL ACTIVE MEDIA
so now I know this... what’s next? © TOTAL ACTIVE MEDIA
take care of the s ingle-parcel consumer © TOTAL ACTIVE MEDIA
© TOTAL ACTIVE MEDIA
© TOTAL ACTIVE MEDIA Power of Packaging Martijn Arts @arts118
Tnx TOTAL IDENTITY 2012 Total Active Media 60 Martijn Arts

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Packaging+: what does online have to do with packaging?

  • 1. Packaging+ What does online have to do with packaging TOTAL IDENTITY 2012 Total Active Media 1 Martijn Arts
  • 2. © TOTAL ACTIVE MEDIA Power of Packaging Martijn Arts @arts118
  • 3. TOTAL IDENTITY Activities Areas Positioning Consultancy Profiling Design Packaging Founded Publishing 1963 TOTAL DESIGN Interaction PR 2000 changed name Campaign TOTAL IDENTITY Network partners Group CDR TOTAL IDENTITY Gramma TOTAL PUBLIC WirDesign TOTAL ACTIVE MEDIA Vermeulen ALLCOMMUNICATION SOFTWARE Locations No staff Amsterdam © TOTAL ACTIVE MEDIA 85 Antwerp Berlin Braunschweig Den Haag Landgraaf Seoul
  • 4. TOTAL ACTIVE MEDIA Activities Design Realisation Communication Ambition Mapping Mixing Moving people Founded 1996 ZaPPWeRK 2007 changed name TOTAL ACTIVE MEDIA No staff © TOTAL ACTIVE MEDIA 18
  • 5. MARTIJN ARTS Details Lives in Amsterdam Born in 1973 MsC Delft Tech. University marts@totalactivemedia.nl Total Active Media Founder (1996) Managing director Total Identity Shareholder Board of directors Social networks LinkedIn: martijnarts Twitter: @arts118 © TOTAL ACTIVE MEDIA
  • 6. why am I here ? I am an online guy... © TOTAL ACTIVE MEDIA
  • 7. ÖSTERREICHISCHE POST AG 15.500 m2 10.000 per hour 170.000 a day (max) 40% is bought via web 20.000 from Amazon (max) © TOTAL ACTIVE MEDIA
  • 8. © TOTAL ACTIVE MEDIA 3,0, … WEB 1.0, 2.0,
  • 9. Web Everybody's first time © TOTAL ACTIVE MEDIA Web 1.0 Internet seen as antisocial 1997 - 2007 Internet as speciality Use only on workstation
  • 10. Web Hype or marketing term © TOTAL ACTIVE MEDIA Web 2.0 User generated content 2007 - 2010 Social-networks flourish Different places and moments
  • 11. Web People are part of the web © TOTAL ACTIVE MEDIA Web 3.0 More seamless & interoperable 2010 - 2012 Open X, -ID, -APIs, -Data, -source Everywhere anytime
  • 12. Web © TOTAL ACTIVE MEDIA Web integrates in real world Web 4.0 Technology is becoming invisible 2013 - ... Everything is touchable
  • 13. What about Packaging...? © TOTAL ACTIVE MEDIA
  • 14. What is © TOTAL ACTIVE MEDIA package design is... sales & promotions
  • 15. What is © TOTAL ACTIVE MEDIA package design is... containing contents
  • 16. What is © TOTAL ACTIVE MEDIA package design is... intelligent design
  • 17. What is © TOTAL ACTIVE MEDIA package design is... information design
  • 18. What is © TOTAL ACTIVE MEDIA package design is... helping people understand
  • 19. What is © TOTAL ACTIVE MEDIA package design is... helping people out
  • 20. What is © TOTAL ACTIVE MEDIA package design is... imagination
  • 21. What is © TOTAL ACTIVE MEDIA packaging design is... (bar-) coding products
  • 22. What is © TOTAL ACTIVE MEDIA packaging design is... protecting products
  • 23. What is © TOTAL ACTIVE MEDIA package design could mean... fun, art and entertainment
  • 24. What is © TOTAL ACTIVE MEDIA package design could mean... social bonding & making friends
  • 25. What is © TOTAL ACTIVE MEDIA package design could mean... identity
  • 26. What is © TOTAL ACTIVE MEDIA package design could mean... high-tech
  • 27. © TOTAL ACTIVE MEDIA but is this new ?
  • 28. Trends in Packaging... © TOTAL ACTIVE MEDIA
  • 29. Trends © TOTAL ACTIVE MEDIA Weight reduction Logistical trends Stronger packaging http://www.ecolean.com/
  • 30. Trends © TOTAL ACTIVE MEDIA Improved temperature stability Containing trends Improved protection against ... Container that checks content! http://earth911.com/news/2010/03/19/future-packaging-could-actually-think-for-itself/
  • 31. Trends © TOTAL ACTIVE MEDIA Sustainable packaging Environmental trends Cradle to cradle Biodegradable packaging http://www.earthshell.com/
  • 32. Trends © TOTAL ACTIVE MEDIA Typography Graphical trends Simple graphics Retro-interpretation http://www.xymara.com/index/designerscorner/Spotlight/12806/Packaging-Trends.htm
  • 33. Trends © TOTAL ACTIVE MEDIA Guerrilla Marketing trends Infographics Unboxing (movies)
  • 34. © TOTAL ACTIVE MEDIA but is this me ?
  • 35. TechTrends in Packaging... © TOTAL ACTIVE MEDIA
  • 36. Tech © TOTAL ACTIVE MEDIA Logistics and coding: RF-ID, QRcode, HCCB, barcodes...
  • 37. Tech © TOTAL ACTIVE MEDIA Community and word-of-mouth: Social media packaging http://www.psfk.com/2009/07/perriers-social-media-packaging.html
  • 38. Tech © TOTAL ACTIVE MEDIA (multi) Sensory sales: Passive, active and intelligent packaging http://www.packagingconsultancy.com/food-packaging.html
  • 39. Tech © TOTAL ACTIVE MEDIA Mobile first: Everything can be done and detected by iPhone
  • 40. Tech © TOTAL ACTIVE MEDIA Detection and sensors: Electronically conductive ink http://www.xymara.com/index/news/TechnicalNews/5009/ciba_xymara_electra.htm en http://www.packaging-gateway.com/news/news1817.html
  • 41. Tech © TOTAL ACTIVE MEDIA Informative: Augmented Reality (AR)
  • 42. Tech © TOTAL ACTIVE MEDIA Personalization: Printing on Demand (PoD)
  • 43. Tech © TOTAL ACTIVE MEDIA Ecomagination: Think different!
  • 44. this is me! so more on this... © TOTAL ACTIVE MEDIA
  • 45. © TOTAL ACTIVE MEDIA videos...
  • 46. TOTAL IDENTITY http://www.youtube.com/watch?v=7tzB4a1AyJo Unboxing
  • 47. TOTAL IDENTITY http://www.youtube.com/watch?v=eob532iEpqk RF-ID
  • 48. TOTAL IDENTITY http://www.youtube.com/watch?v=tpuv1hAUaOU Printed electronics
  • 49. TOTAL IDENTITY http://www.youtube.com/watch?v=_S_CekfLcug Augmented reality
  • 50. TOTAL IDENTITY http://www.youtube.com/watch?v=deUDtw_GHew Gamification
  • 51. TOTAL IDENTITY http://www.youtube.com/watch?v=gQBjJjpkjl0 Multipurpose
  • 52. © TOTAL ACTIVE MEDIA Summary
  • 53. TechTrends Logistics and coding Community and word-of-mouth (multi) Sensory sales Detection and sensors Informative Personalization Ecomagination © TOTAL ACTIVE MEDIA
  • 54. TechTrends Logistics RF-ID: tagging the real world Community Mobile devices: Scanning everywhere (multi) Sensory e-Ink: updateable paper Detection Sensors: Everything senses everything Informative Augmented reality: enriching reality Personalization PoD: mass customization Ecomagination Minimal: classic becomes future © TOTAL ACTIVE MEDIA
  • 55. Future? Logistics self regulation Community emerging mass markets (multi) Sensory creating an experience Detection improving the contents Informative educational Personalization maximizing margin Ecomagination new life © TOTAL ACTIVE MEDIA
  • 56. so now I know this... what’s next? © TOTAL ACTIVE MEDIA
  • 57. take care of the s ingle-parcel consumer © TOTAL ACTIVE MEDIA
  • 59. © TOTAL ACTIVE MEDIA Power of Packaging Martijn Arts @arts118
  • 60. Tnx TOTAL IDENTITY 2012 Total Active Media 60 Martijn Arts