Augmented reality

What is augmented reality?

The term Augmented Reality, or AR, translates as “addition to reality”. Virtual objects, such as illustrations, animations or text, are added to the real world, and the two worlds merge into a common augmented reality. Most people are familiar with this technology from the world of video games. Today, augmented reality is also increasingly used in the packaging industry.

The product as experience

The use of augmented reality on a label transforms the product into a real experience, thanks to interactive packaging. Shopping is becoming increasingly digital. Not only is e-commerce on the rise worldwide, but stationary commerce is also increasingly relying on digital solutions.

New technologies like augmented reality are a great marketing tool. They can help to communicate directly with customers and surprise them. Digital labels open up completely new possibilities for addressing the customer–also and above all on an emotional level–and thus building customer loyalty, as advertising messages can be addressed directly to the customer at any time and packaged in a fun way. In this way, brands can stand out from the competition and address the customer at every phase of the customer journey–and not just at the point of sale itself. Augmented reality labels also make it possible to appeal to entirely new target groups. But it’s also important that digital content is relevant and convincing to the customer. If this is not the case, digitized labels tend to work against successful customer loyalty.

Create your own augmented reality label

To create an augmented reality label, you first need a “creator”. There are many suppliers to choose from. For the Garden of Aja label, labelletiquette.fr worked with the Zappar application.

Here’s how it works: To expand your reality, you first need a modern device, such as a smartphone or tablet. You then need to install the application corresponding to the designer concerned, with which you create your digital object. Next, you need an object, such as a product with a label, which is fitted with a code. This is then scanned with the application on the cell phone. The application recognizes the code and triggers the digital content. This can be a simple object, a video, an animation or embedded text.

We’re here to help you

If you still have questions, you can of course contact our customer service team at any time. You can reach us Monday to Friday, 9 a.m. to 5 p.m., by telephone on +33(0)4 81 68 19 73 or by e-mail at info@labelletiquette.fr.

But Zappar isn’t the only one to enable the creation of augmented reality experiences. There are a host of other providers, such as Shazam, Apple’s ARKit or Google’s ARCore. Which app or program you use will certainly also depend on your own AR capabilities and experience in creating AR content.