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Reinterpreting Design through Augmented Reality: The Role of AR in Packaging Design
Abstract
This chapter examines the integration of Augmented Reality (AR) technology into packaging design and its transformative role in brand-consumer interaction. AR enhances physical packaging with digital content, offering consumers interactive experiences such as product information, usage instructions, and brand storytelling. Additionally, it supports sustainability by minimizing the need for physical packaging materials. The study analyzes AR's historical evolution, its impact on marketing, and successful applications like the Heinz case study, highlighting its contributions to design processes. AR transforms traditional packaging into dynamic communication tools, providing brands with advantages such as increased customer loyalty, cross-selling opportunities, and real-time feedback. The study also addresses AR's technical limitations while discussing its future potential. In conclusion, AR-enhanced packaging is shown to enrich consumer experience and create competitive advantages for brands.
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