Are QR codes the Betamax of graphic technology?
20th July
QR codes: much discussed but in truth little used. This might be because so many of them are really just links to websites set up to sell us more stuff. The creative potential for their use on pack is quite big but creating bespoke content takes time and effort, and without proof that they are going to drive traffic (or sales), this is generally unforthcoming. So they typically continue to be underwhelming in terms of performance and creativity, so failing to ignite widespread use.
That said, this virtual QR powered store on a Korean subway is pretty amazing…
And here comes the new (to most of us) thing. Blippar doesn’t take you to a website, but rather adds new dimensions to packs and print via your phone screen. Basically it works like facial recognition to play content embedded in the graphics. Well, that’s my luddite interpretation anyway. The demo movie below has some interesting features at about two minutes in. At a glance it looks quite snazzy, offering the potential of more interactive and animated packaging.
But will it just be another techy gimmick? It feels as if there are so many of these kinds of technology emerging that it is hard to spot the Sapiens from the Neanderthals. Do we really want more visual clutter and crap in our already overcrowded world? Would you really bother to point your phone at an Aero bar to watch the bubbles come alive? Probably not. I think the smartest use of this new opportunity will be where the medium is not the message but rather the vehicle. For example, one could imagine an interactive game on the back of a cereal pack working pretty well. Exclusive animated Moshi monsters (just to car crash a few random trends) would generate plenty of pester power and I guess the technology could make these bespoke, adding an element of collectability which would generate repeat sales.
It’s an interesting time to be a packaging designer, as such creative opportunities open up the context and content of our work. But I guess we are still at the Zoetrope stage. It is literally a case of ‘watch this space’…
P.S. If you can’t watch the movies on your company computer, here are the links:
http://www.youtube.com/watch?v=fGaVFRzTTP4
http://www.youtube.com/watch?v=mpt7qAnQ6Z8
1 Comment
Stuart Chapman, The Big Picture
July 21, 2011 9:27 am
I think the two videos here clearly highlight where the application of new technologies does and doesn’t work.
The Tesco/Homeplus example seems to show technology applied to satisfy a consumer need – shopping becomes more convenient so consumers save time and suddenly every subway passenger is a Tesco customer.
On the other hand, the Blippar demo is impressive from a technical standpoint – but at present what consumer need does it satisfy?
It’s all well and good adopting new technologies but the principles which will decide their success are very old.
http://www.bigpicture.co.uk
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