Consumer Experience in Packaging Design

Consumer Experience in Packaging Design Connected packaging developed with QR codes or AR technologies enables two-way communication between brand and consumer, transforming how users interact with brands. Recent research shows that two out of three consumers make a purchase after experiencing branded AR, according to Tasarist Creative Director Musa Çelik, who points out that contemporary packaging design should focus on the value and experience created for consumers rather than product features alone.   Connected packaging that bridges physical access with the digital world is growing in popularity. Through the integration of various technologies such as QR codes, augmented reality and NFC into packaging, a digital bridge is created between consumer and brand. Connected packaging offers numerous opportunities including entertainment, information and ease of use. By keeping pace with the times through such packaging, brands not only secure a place in the consumer's mind but also significantly increase the likelihood of positive experience. Tasarist Creative Director Musa Çelik emphasizes that packaging, as the consumer's first and direct point of contact with a product, must have creative design to capture attention and create value. He notes that connected packaging is expected to bring groundbreaking innovations in the coming period.

Unlimited Paths for Brand and Consumer Interaction

In today's marketing world, brand-product competition has given way to consumer perception and customer experience concepts. While packaging qualities play a major role in consumer perception, packaging stands out as a complementary value for the brand. Musa Çelik notes that consumers are shifting away from products with many different features toward those focused on experience or different social benefits such as sustainability, pushing brands to differentiate through packaging design. He states that packaging design not only has a direct impact on product sales but also changes the satisfaction derived from the product. Emphasizing that brands come to life through the experiences presented in packaging, Çelik points out that connected packaging that maximizes interaction between consumers and brands can offer consumers many engaging experiences—from useful information on how to recycle the product to promotions, from portals leading to online stores to digital games.

Purchase Rate Increases Following AR Experience

Each generation of consumers has its own preferences and experiences. All of these shape thinking, decision-making, brand interaction and action activities. Therefore, focusing on Generation Z, which is on its way to becoming the largest consumer group in the near future, and not falling behind the times is of serious importance in today's world. Attitudes and habits toward this generation also show particular differences. While young consumers watch videos to see the latest technologies, search online recipes to cook, and use augmented reality technologies to decide on hair color, they expect similar experiences both online and offline. According to research conducted by AlterAgents research firm, two out of three people purchase a brand's product following a branded AR experience, notes Tasarist Creative Director Musa Çelik. He points out that connected packaging deepens the relationship between consumers and brands by offering both entertaining and useful experiences, and accelerates the next step in purchase journeys.

Packaging Attracted Over 50,000 People

Design trends are constantly evolving. Adapting to this process of change requires staying on top of current trends. Recently, as QR code usage has grown in popularity, Tasarist combined QR codes with AR filters to create a design that would maintain high consumer interest. The QR code placed on Lezita's Stuffed Chicken product packaging directs users to an AR filter on Instagram. The design, which aims to combine the sales point and digital experiences of users who transform into one of the characters on the packaging through the filter, strengthened the bond between the brand and its target audience. Within a month following the product's initial launch, the AR filter was used by over 50,000 people. The Lezita Stuffed Chicken design won "Silver" awards at both the Muse Design Awards and the NY Product Design Awards.