packaging+: what does online have to do with packaging?

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2012Total Active MediaMartijn Arts

PackagingWhat does online have to do with packaging

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Power of PackagingMartijn Arts @arts118

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TOTAL IDENTITY

ActivitiesPositioningProfiling

Founded 1963 TOTAL DESIGN

2000 changed nameTOTAL IDENTITY

GroupTOTAL IDENTITYTOTAL PUBLICTOTAL ACTIVE MEDIA ALLCOMMUNICATION SOFTWARE

No staff85

AreasConsultancyDesignPackagingPublishingInteractionPRCampaign

Network partnersCDRGrammaWirDesignVermeulen

LocationsAmsterdamAntwerpBerlinBraunschweigDen HaagLandgraafSeoul

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TOTAL ACTIVE MEDIA

ActivitiesDesign RealisationCommunication

AmbitionMappingMixingMoving people

Founded 1996 ZaPPWeRK

2007 changed nameTOTAL ACTIVE MEDIA

No staff18

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MARTIJN ARTS

DetailsLives in Amsterdam Born in 1973MsC Delft Tech. [email protected]

Total Active Media Founder (1996)Managing director

Total IdentityShareholderBoard of directors

Social networksLinkedIn: martijnartsTwitter: @arts118

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why am I here ?I am an online guy...

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ÖSTERREICHISCHE POST AG

15.500 m210.000 per hour170.000 a day (max)40% is bought via web20.000 from Amazon (max)

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WEB 1.0, 2.0, 3,0, …

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Web 1.01997 - 2007

Everybody's first timeInternet seen as antisocialInternet as specialityUse only on workstation

Web

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Web 2.02007 - 2010

Hype or marketing termUser generated contentSocial-networks flourishDifferent places and moments

Web

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Web 3.02010 - 2012

People are part of the webMore seamless & interoperableOpen X, -ID, -APIs, -Data, -sourceEverywhere anytime

Web

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Web 4.02013 - ...

Web integrates in real worldTechnology is becoming invisible Everything is touchable

Web

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What about Packaging...?

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package design is... sales & promotions

What is

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package design is...containing contents

What is

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package design is...intelligent design

What is

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package design is...information design

What is

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package design is...helping people understand

What is

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package design is...helping people out

What is

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package design is...imagination

What is

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packaging design is...(bar-) coding products

What is

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packaging design is...protecting products

What is

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package design could mean... fun, art and entertainment

What is

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package design could mean...social bonding & making friends

What is

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package design could mean... identity

What is

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package design could mean... high-tech

What is

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but is this new ?

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Trends in Packaging...

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Logistical trends Weight reductionStronger packaging

http://www.ecolean.com/

Trends

http://www.xymara.com/index/designerscorner/Spotlight/12806/Packaging-Trends.htm


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Containing trendsImproved temperature stabilityImproved protection against ...Container that checks content!

http://earth911.com/news/2010/03/19/future-packaging-could-actually-think-for-itself/

Trends



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Environmental trendsSustainable packagingCradle to cradleBiodegradable packaging

http://www.earthshell.com/

Trends



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TypographySimple graphicsRetro-interpretation


Graphical trends

Trends



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Marketing trendsGuerrillaInfographicsUnboxing (movies)

Trends

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but is this me ?

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TechTrends in Packaging...

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Logistics and coding: RF-ID, QRcode, HCCB, barcodes...

Tech

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Community and word-of-mouth: Social media packaginghttp://www.psfk.com/2009/07/perriers-social-media-packaging.html

Tech



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(multi) Sensory sales: Passive, active and intelligent packaginghttp://www.packagingconsultancy.com/food-packaging.html

Tech



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Mobile first: Everything can be done and detected by iPhone

Tech

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Detection and sensors: Electronically conductive inkhttp://www.xymara.com/index/news/TechnicalNews/5009/ciba_xymara_electra.htm en http://www.packaging-gateway.com/news/news1817.html

Tech



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Informative: Augmented Reality (AR)

Tech

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Logistics and codingCommunity and word-of-mouth(multi) Sensory salesDetection and sensorsInformativePersonalizationEcomagination

TechTrends

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RF-ID: tagging the real worldMobile devices: Scanning everywheree-Ink: updateable paperSensors: Everything senses everythingAugmented reality: enriching realityPoD: mass customizationMinimal: classic becomes future

TechTrendsLogisticsCommunity(multi) Sensory Detection InformativePersonalizationEcomagination

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self regulationemerging mass markets creating an experienceimproving the contentseducationalmaximizing marginnew life

Future?LogisticsCommunity(multi) Sensory Detection InformativePersonalizationEcomagination

packaging+: what does online have to do with packaging?

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