An integrated future

摘要

The January, 2011 Academic Angle column detailed the consumer side of packaging and its growing ability to communicate more directly with consumers. More and more, packaging plays a key role in consumer experiences by integrating with other media such as product pages and social media sites. But it doesn't end there. The information that packaging carries is critical to full "integration." Without the ability to integrate into the product's manufacturing, distribution, and retail systems, packaging quickly fails to deliver the goods. A package that does not accurately and efficiently communicate with its manufacturing, distribution, and retail systems puts it at risk of never arriving where it is needed.