Brasil Pack Trends 2020

BrasilPackTrends2020 158 qual ity and new technologies FIGURE 6.23 CoolVu Active Barcode and CoolVu RF technologies Source: Press Release In the field of traceability, communication and interactivity, although the printed electronics is more promising, there are other simpler options, such as the bidimensional codes, for example the Quick Response Code – QR Code and the Data Matrix, capable of containing much more data than the unidimensional codes. They are called mobile codes (Picture 6.24). They can carry various information interesting to retailers and consumers, being able to be updated even after production without messing up the printing on the package. It has been revealed as a tool to aggregate new experiences to the product consumption and brings consumer and manufacturer closer to each other. The QR Code allows interconnecting real world objects with information and services available on internet. That bidimensional code can be read by most of the smartphones equipped with a camera, since they have a software for QR Codes reading. The app allows the user to take a picture of the QR Code printed on the package, or even point the camera at it and get the URL to access the information and services indexed by the code. The Campo Largo winery, in Brazil, uses the QR Code to interact with the consumer (Figure 6.24), allowing the visualization of further information, in digital format, at the supermarket shelf , about the company, the products line, beverage harmonization recipes and videos about the wine production. The American company Great Day Farms uses the QR Code on their eggs packages (Figure 6.25). The code allows basic information about the product, such as origin, name and location of the package plant, date and time of the eggs collection and even further data such as general information about eggs, safety tips and the company quality standards. FIGURE 6.24 Bidimensional codification technologies: DataMatrix and QR Code Source: Press Release FIGURE 6.25 QR Code for interactivity with the consumer Source: Press Release