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What role can augmented reality play in packaging?
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54 months ago
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Augmented reality (AR) builds upon the world around us by displaying information overlays and digital content tied to physical objects and locations. For instance, Google Translate is an existing smartphone app that provides real-time translations of words and phrases from a variety of languages just by holding up your smartphone and focusing on text. AR is a fast growing trend and is already being seen in food and beverage packaging providing content ranging from recipes to entertainment.

Over-the-counter (OTC) medicines are healthcare products sold directly to consumers without the need for a prescription. These products can range from pain management tablets for headache and body pain to topical gels for muscle and join pain; tablets or liquids for cold and flu relief for both adults and children.

What role can AR play in OTC medicine packaging to provide an enhanced consumer experience?


Help us predict how smart phones & tablets will enable AR to be used to better serve our consumers and create more personalized user experiences. Specifically, answer these questions in detail:

  1. How can smartphones & tablets interact with OTC packaging to facilitate consumer benefits like safe & recommended usage, repurchase, e-commerce, and other new features? Are these happening in-store or in-home?
  2. What benefits would you expect this to provide to consumers? Why would you