Consumers are faced with an abundance of products, and packaging only has 2-5 seconds to grab attention. They are designed to create a strong connection between product, brand and consumer. Smart packaging has become popular as it extends purchase interactivity and provides better information and product tracking. We investigated the familiarity, technical limitations and placement of QR codes, NFC tags and temperature indicators in Slovenia.
To review the knowledge of the elements, they initially conducted a preliminary survey of the professional public and used an online survey, interviews and focus groups to check the knowledge. At the same time, we explored the possibility of technical placement of all elements and, in the case of the thermochromic indicator, carried out an actual application and measured the performance of the indicator in relation to exposure to specific influences - measured the hysteresis. We have provided technical recommendations and limitations for the QR code and NFC tag. For the purpose of design placement, we checked the aforementioned by measuring eye movements. The obtained results were statistically evaluated. QR codes are the most recognizable (97%), the most useful for information to be obtained via the QR code were the source of raw materials for the consumer. NFC tags are less recognizable (53.5%) and are rarely used. In terms of costs, they represent at least 5 cents per product unit; at the same time, it is necessary to establish the entire operating ecosystem. The use of thermochromic indicators is found useful by as many as 94% of consumers and is at the same time as cost-effective as the placement of a QR code. Graphically, all elements should be visible with included invitation and in contrast colour. If placed on the front, it should be in the middle on the right side of the packaging. Depending on the sides of the packaging, the thermochromic indicator should be positioned on the front, and the QR code and NFC tag on the side.
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