Packaging design for the metaverse
The Internet has already had a huge impact on packaging design, which no longer aims solely to catch the eye of shoppers browsing supermarket shelves, but also to appeal to those who are seeing a product for the first time on a screen.
But a new challenge is on the horizon for packaging: the metaverse. While the concept of a network of interconnected virtual and augmented realities has been around for decades, the idea entered the mainstream in 2021 when Mark Zuckerberg announced Facebook’s intention to take the company in that direction. But while the metaverse may feel like science fiction at this point, the reality is that VR is currently a 4.8 billion dollar market - meaning that wandering through a virtual shopping mall may not be so far off in the future.
What will a new e-commerce era mean for packaging design?
The metaverse will likely offer a lot in terms of flexibility. Brands will be able to test out new concepts on a select number of customers or for a limited amount of time, and launch new products or packaging concepts based on consumers’ reactions. Precise, detailed data will enable marketers and designers to make increasingly informed choices, and maybe in time to customise packaging to customers’ individual preferences.
What’s more, post-pandemic consumers tend to be health-conscious and concerned about what goes into the products they buy. Augmented reality (AR) will enable brands to provide detailed, interactive information about their products without making labels too text-heavy.
However, it’s worth keeping in mind that products will still have to be physically shipped. Packaging that’s designed for virtual shelves will nonetheless have to stand up to punishing physical storage, transport and even refrigeration conditions - all while maintaining a coherent brand image. Put simply, the packaging design of the future will involve materials that offer both aesthetic appeal and technical performance.
Nissha Metallizing Solutions offers innovative packaging products based on 100% recyclable metallized paper that offer a wide range of applications for food, beverage, e-commerce and labelling applications. To find out more, get in touch with our team!