The Art of Packaging – Part 5

Digital connectivity as a driver: Connectivity is changing our consumer behaviour and business

The megatrend of connectivity describes the rapidly growing networking of people, devices and systems through digital technologies. This development is revolutionising our communication, work methods, consumption habits and the organisation of our daily lives. It becomes clear that the digital transformation is less driven by technical innovations and more by social resonance. Digital connectivity is breaking up old societal structures, exploding the possibilities of communication and creating an unprecedented level of complexity.

The fifth part of our series 'The Art of Packaging' therefore deals with connectivity and its effects on consumer behaviour, packaging and design.

The trend continues to grow

According to the Global Digital Report 2023 by 'We Are Social und Hootsuite', over five billion people worldwide use the internet, which is about 63% of the global population. In Germany, Internet penetration is about 96%. According to the same source, 92% of internet users worldwide use it via mobile devices. In Germany, the proportion of mobile internet users is about 88%.

To conclude: Consumers are more informed, connected and demanding than ever before, forcing companies to be more agile, transparent and customer-oriented.

The younger generation is especially open to new technologies. According to Kantar Profiles / Mintel, February 2024, over a third of 16- to 34-year-olds would follow the recommendations of artificial intelligence on healthy eating. Almost half of them would have no problem being supported by it in choosing life partners.

Artificial intelligence on the rise

These statistics clearly illustrate how connectivity profoundly influences our consumer behaviour. Considering the rapid learning ability of artificial intelligence and the continuous improvement of its results, it is likely that these numbers will continue to rise. Future generations will also give AI more space in their lives. Just as the internet had many sceptics in its early days, who were ultimately convinced by its practicality and speed, AI will likely find its place in our daily lives.

For this reason, today's consumers are more informed, connected and demanding than ever before. This development has forced companies to continuously adapt and establish an agile, transparent and customer-oriented way of working. 

Design and AI – a connection for the future?

In the packaging industry, the integration of design and AI goes far beyond aesthetics. This connection drives innovation and creates added value for consumers and businesses alike. According to McKinsey's ‘Global Survey on AI’, the use of AI has more than doubled since 2017. In the packaging industry, the use of AI reached a value of 2.3 billion US dollars in 2022, and is expected to continue to increase over the next ten years.

The benefits of artificial intelligence can be felt throughout the packaging industry. Technologies such as machine learning, natural language processing and computer vision will revolutionise the industry in several areas, including production, environmental responsibility and packaging design.

Why AI takes packaging design to the next level 

In his article on packreport.de, editor Matthias Laux describes how artificial intelligence will significantly change packaging design. Many creators and designers see AI as a pioneer for more efficient processes and better results. According to him, the use of artificial intelligence allows repetitive tasks of the development process to run automatically, analyses can be carried out more efficiently and innovative solutions are found more quickly. And AI can respond more quickly to changing market requirements, promising a real competitive advantage for brands. 

Thanks to data-driven approaches, packaging can be individually designed to address specific target groups or convey personalized messages. Here, consumers can create packaging online for a personalized iced tea with their likeness. The flavor components are selected with a click. AI puts the drink together according to the selection criteria. The image is uploaded. The packaging is then digitally printed. 

Interactive packaging with QR codes:

Consumers could gain exciting insights into the product with the help of QR codes, such as information about its origin, ingredients or possible uses. This would not only promote trust, but could also strengthen brand loyalty. A good example of this is the ‘fitness shake’, which would be linked to a fitness portal and thus serve as a useful service and complement to a healthy lifestyle.

Interactive packaging supported by augmented reality (AR):  

By scanning the packaging, AR provides additional information or brings the product to life with animations. In this example, the figure explains the benefits of fermented kefir water directly on the packaging. This would save customers and companies the need for special apps or websites, and the beverage experience would become even more colourful.

Outlook

In the next article in our series “The Art of Packaging”, we look at the topic of packaging psychology and the strategies and considerations behind successful packaging design.