Packaging without the barcode

16 May 2016
Digimarc Barcode

The European Article Number (EAN) symbol has served the packaging industry well since 1977 when it was first used commercially. But times have changed, and packaging must change with it. Because packaging has a finite amount of physical space, it’s become challenging for manufacturers to comply with increasing regulation that cuts into packaging design. It also slows the checkout process for retailers when either a cashier or consumer has to repeatedly scan the EAN symbol on the package to get it to work. It frustrates consumers and blunts retailers’ profits.

The Digimarc Barcode provides an alternative, it appears almost imperceptibly many times on a package, making scanning much faster and opening up a whole new virtual world, full of information, coupons, and even entertainment. It represents packaging that is responsive to consumer behavior, retail experiences and cultural phenomena. It creates greater value for consumers, retailers, and manufacturers.

Digimarc Barcode gives brands unique opportunities to succeed in the store by directing consumers back to retailer and brand-owned sites and providing additional product information, a growing expectation of customers tethered to their smartphones while browsing store shelves.

The Digimarc Barcode, is being demonstrated by SGK at the drupa trade fair in Dusseldorf May 31- June 10.


SKG, May 2016