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The Connected Package: The Next Generation in Brand Efficiency, Interaction and Appeal

Since the beginning, the primary purpose of packaging has always been to create brand appeal. But in recent years, a secondary purpose has become just as important: Conveying information.

These two functions are increasingly at odds, as barcodes, QR codes and copy-heavy product details competing for space against package design. What if all that information could be linked from an easily scanned watermark embedded invisibly within the design itself?

Welcome to the new connected package. Learn about it in our latest issue of Patterns. 

For this and four more articles from SGK’s global marketing experts, read Making Connections: Brand Insights from Around the World.