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What is QR code packaging and what will the digital product passport mean for our design? Let’s take a look at how QR codes on products can become innovative packaging.
Brands have been experimenting with QR codes since the beginning of the millennium. In many cases QR code packaging plays have been used by marketing, often to get consumers to a campaign website or loyalty app as quickly as possible.
But the little code can do so much more. In recent years it’s been paving the way for concepts like the digital product passport for reusable packaging and ushering in an era of smart packaging qr codes.
In recent years the demand for transparency and sustainability has increased.
From a regulatory perspective the EU Packaging & Packaging Waste Regulation (PPWR) requires manufacturers, brands and retailers to account for packaging waste and sustainability.
From a consumer perspective the demand for transparency is often tied to political shifts and green initiatives. They want to know what they buy, and who they’re supporting when they buy. Where did the product come from, how was it made, what is the environmental impact, and even how to recycle it responsibly.
A QR code on packaging can be used to deliver this information efficiently and interactively, while also combating counterfeiting and optimizing supply chains, and the EU PPWR regulation even requires a digital product passport on packaging in the form of a QR code.
Unlike traditional barcodes, QR codes offer many advantages and a much wider range of information than what can be contained on an ordinary label. For instance, it means consumers can scan a product and instantly access ingredient list, nutritional information, allergen warnings, or even a video showcasing the product's origin. For fashion items, a scan could reveal the ethical sourcing of materials and the sustainability practices of the brand.
But effective QR code packaging design is crucial when using QR codes on packaging.
While the technology is powerful, a poorly placed or illegible code can hinder adoption. So, adhering to QR code packaging design best practices should be followed to ensure readability and a seamless user experience. This includes maintaining appropriate size, contrast, and error correction levels, as well as integrating the code aesthetically into the packaging design.
As manufacturers and brand owners we need to see the QR code as a part of the product experience and packaging, and not treat it as an afterthought.
With the new Packaging and Packaging Waste Regulation (PPWR), the European Union has put an added demand on transparency of how products are packaged and positioned when it comes to sustainability, and the Digital Product Passport (DPP) is a central pillar of this.
This new regulation is intrinsically linked with QR code packaging the DPP, and is set to redefine transparency, circularity, and accountability across industries.
This means that smart packaging QR codes go from a marketing and customer experience tool to a requirement, and will mean that brands will be required to rethink their packaging design best practices.
At its core, a digital product passport for packaging will serve as a repository of information related to recyclable and reusable packaging.
The PPWR explicitly outlines requirements for products to carry digital information, often accessible through a physical data carrier on the packaging or product itself.
This is where qr code on products becomes indispensable. The Digital Product Passport is designed to provide unprecedented traceability and transparency, offering detailed insights into a product's composition, durability, repairability, and end-of-life management options.
For instance, the regulation emphasizes criteria for packaging design to be recyclable, and the digital product passport will provide the necessary data to verify these claims. It will detail material composition, presence of hazardous substances, and instructions for proper waste sorting. This level of information, readily available through a quick scan, shifts the burden of information provision from static labels to dynamic digital platforms.
Brands must move beyond basic branding to incorporate QR code packaging design that not only looks good but serves as a gateway to compliance as well as enhanced consumer engagement.
Depending on which regulations your organization is subject to, the digital product passport (DPP) is required to include different data.
If you’re subject to the Ecodesign for Sustainable Products Regulation (ESPR), you need to include product information in the DPP such as:
If you’re subject to the Packaging and Packaging Waste Regulation (PPWR), you need to include product packaging information in the DPP such as:
In addition to this, the DPP should include unique identifiers for both the product/packaging and the manufacturer/manufacturing facility, for traceability, as well as instructions on use and safety, repair information, disposal instructions etc.
As part of the process for generating a QR code for the digital product passport involves collecting product information, creating a digital twin with the help of a DPP platform, and then generating the QR code, which will act as a digital key to access the passport when scanned. The QR code can be generated through specialized platforms, some of which integrate with your existing systems, and can be downloaded as an image to be placed on the product.
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