NFC tag awareness and its visual implementation on food packaging : case study in Slovenia

Žurbi, Tina (author), Gregor-Svetec, Diana (author)

Many companies are using smart packaging to provide consumers with more information about their products. The goal of our case study is to access the Near Field Communication (NFC) tag knowledge, as well as getting insights into tag positioning in food package design for better visibility in order to develop some guidelines for future tag implementations. A preliminary survey of professionals provided an overview of NFC tag usage, followed by an online survey that assessed knowledge and visibility of tag placements. These findings were further discussed in focus groups and measured using eye-tracking technology. For placement visibility assessments, well-known and fictitious packaging designs of milk were used. The results show that, due to the NFC tag’s low market penetration, consumer recognition is low, with only generations Y and Z being familiar with the NFC tag. Knowledge of the NFC tag does not significantly vary based on education level. When considering the use of NFC tags, it is crucial to define and understand the target market. If the target is younger generations, the potential to increase engagement with the product can be achieved. Additionally, to boost consumer interaction, NFC tags or other smart elements should include an activation prompt, positioned on the central right section of the packaging and distinguished by a distinct color. The influence of the design on tag visibility is essential to ensure its effectiveness.

• Language: English
• Keywords: NFC tag, eye-tracking, packaging design, visibility
• Work type: Article
• Typology: 1.01 - Original Scientific Article
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Publication status: Published
• Publication version: Version of Record
• Year: 2024
• Number of pages: 14 str.
• Numbering: Vol. 14, iss. 21, art. 9933
• PID: 20.500.12556/RUL-176022
• UDC: 686.1
• ISSN on article: 2076-3417
• DOI: 10.3390/app14219933
• COBISS.SI-ID: 213721859
• Publication date in RUL: 18.11.2025
• Collection: This document is a collection and includes 1 document.

Record is a part of a journal

• Title: Applied sciences
• Shortened title: Appl. sci.
• Publisher: MDPI
• ISSN: 2076-3417
• COBISS.SI-ID: 522979353

Licences

• License: CC BY 4.0, Creative Commons Attribution 4.0 International
• Link: http://creativecommons.org/licenses/by/4.0/
• Description: This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.

Secondary language

• Language: Slovenian
• Keywords: NFC oznaka, sledenje očesnim premikom, oblikovanje embalaže, vidnost

Projects

• Funder: ARIS - Slovenian Research and Innovation Agency
• Project number: P2-0213
• Name: Tekstilije in ekologija