PERSPECTIVE
Brand Owners Capture QR’s Potential QR codes link consumers to a plethora of info, all with the point of a smartphone lens. The codes hold promise for right-sizing packaging, brand protection, and educating consumers. Even if you’ve been living under a rock, you’ve likely emerged enough to use a QR code a time or two in your personal life. The 2D code is capable of linking people to a treasure trove of information from a small footprint on packaging, leaflets, signage, and more. Due in large part to the pandemic, consumers are accustomed to capturing the codes for touchless menus, easy access to info/apps, and more—and brand owners are taking advantage. In our profile of a high-end nutricosmetic’s packaging and shippers, QR codes deliver on consumer engagement, geolocation and tracking, anti-counterfeiting, and brand protection (pp. 18). Daniella Foster discusses Bayer Consumer Health’s sustainability
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strategy (pp. 22), and highlights that the government-approved use of leveraging QR codes in certain Latin American markets helps the company educate users on a range of health topics. It also allows more dynamic and sustainable content vs. printing educational materials on paper. Beyond consumer-facing applications, many manufacturers are using enhanced labeling solutions such as QR codes, NFC labels, and RFID markers on tertiary packaging for visibility into production and distribution of products. For more, check out our story on pp. 34. Finally, the evolution of the connected consumer is leading to innovations that provide insights remotely and conveniently to patients. From smartphone ultrasounds to T-shirt ECGs, pp. 36 features medical winners from the Good Design Awards. KEREN SOOKNE is the Director of Editorial Content of Healthcare Packaging. She may be reached at ksookne@pmmimediagroup or at linkedin.com/in/kerensookne
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