Will packaging in the future be nothing more than unadorned protective covers for the products they contain? Will advertising product images and product information texts then only be displayed on screens provided or on shoppers„ smartphones? This is what the “Vir2pac - Digital Environmental Protection" project, which the Fraunhofer UMSICHT Institute is carrying out together with Videro AG, aims to investigate.
In the project „Vir2pac - Digital environmental protection“, the Fraunhofer-Institute for Environmental, Safety and Energy Technology (UMSICHT) and the Gronau Videro AG to see whether digital technologies can be used to reduce the amount of packaging waste and make packaging more recyclable. To this end, packaging for the increasing E-Commerce be reduced to their basic functions. This includes above all the protective function, but also the provision of legally required consumer information.
However, the project initiators have observed that Packaging increasingly serve as an advertising medium and in some cases have even become an end in themselves. „The design of packaging has changed - it has become large, complex and colourful and often consists of Multi-material systems, which provide for single-use instead of promoting a modern circular economy“, is how UMSICHT describes the phenomenon.
Advertising function of packaging plays no role in e-commerce
The Online mail order business This packaging design was no longer used. This is because customers hold the packaging in their hands for the first time after purchase. The advertising function is therefore hardly needed and can be outsourced. This is the basic idea behind „Vir2pac - Digital Environmental Protection“. The aim is to examine the extent to which the Advertising and information function from the packaging and replaced by a virtual packaging can be replaced.
The Product protection will continue to be provided by reduced or customised packaging. Information, brand image and advertising message are then linked via labelling and made available virtually via the existing digital infrastructure and transferred to digital surfaces. These can be smartphones or displays at the point of sale.
A welcome side effect of reducing packaging to its basic functions in this way is that it also improves the quality of the packaging. Recyclability with it. This is because they can now be designed for recycling right from the start. Saving material reduces packaging waste and energy consumption.
„The idea could revolutionise the packaging market and product purchasing and provide a viable solution to the packaging problem. However, it also harbours conflicting goals, such as the risk of increased use of information and communication technology.“
Jochen Nühlen, research associate in the Sustainability and Resource Management department at Fraunhofer UMSICHT
Packaging experience with augmented reality glasses
Fraunhofer UMSICHT has also developed visions of how digital packaging could develop further. Conceivable applications include Augmented reality glasses. With their help, customers could see all additional information directly on the product. The Digitisation in the form of virtual packaging offers further opportunities, according to UMSICHT. This includes additional information about previous purchases, but also the provision of data sheets, recipe suggestions or background information on production conditions or origin.
In the project, which is funded by the Ministry of Economic Affairs, Innovation, Digitalisation and Energy of the state of North Rhine-Westphalia, Videro AG is responsible for the Product recognition, The company is also responsible for the allocation, management and, above all, the platform-neutral presentation of all digital content with the help of its software.
[infotext icon]On the Project page of Vir2pac at Fraunhofer UMSICHT, you will find a video explaining the most important aspects of the project.
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