A Study on the Application of Packaging and Augmented Reality as a Marketing Tool

Abstract

Packaging protects products and delivers information to consumers, and interacts with consumers using var-ious technologies such as NFC and QR Code. Recently, augmented reality technology is widely used in the marketing field, and augmented reality market is expected to continue to grow according to Gartner Hype cycle. However, augmented reality is only used by a few companies in the packaging field. By applying augmented reality to packaging, companies can move away from the limited packaging size and provide consumers with more information about their products. In addition, augmented reality can improve the understanding of the product to consumers by interacting with consumers through a variety of content, and positively attract consumers' interest in the brand. Therefore, this study sum-marized the definition, characteristics, advantages, and market status of packaging and augmented reality, and analyzed the characteristics and cases of content types of augmented reality. As a result, we confirmed the characteristics of marketing using augmented reality, and especially the necessity of applying augmented reality as a marketing tool in the field of packaging.