Crossing the labyrinth

The rise in popularity of interactive printed signage has not been surp-rising. It is, however, still a relatively niche market, and we are expecting to see the likes of QR codes, NFC, and phone applications, such as Documobi and Blippar, continue to grow in popularity. Brands need to be aware of this technology and think carefully about using it to encourage customers, and potential customers, to interact with their product. In turn, manu-facturers need to be aware of how to work with their customers to create signage which incorporates these emer-ging technologies.

Successful campaigns that use this technology will consider first and foremost what it offers the audience—interactive print, signage, and point-of-sale (POS) is worthless if customers are not interested in what is on offer. Sign-makers and print-service-providers must spend time learning about the technology and what it can offer to companies, as this expertise will set them apart and position them as an expert in their field. A QR code is easy to add to printed marketing materials and does not require specialist printing, making it a popular choice for any brand wanting to add an element of interactivity to their marketing campaigns. The code is easy to create and can be used across multiple platforms, including posters, print adverts, and leaflets. It can link to a brand’s website, a specific offer or even a social media account, enc-ouraging the consumer to interact directly with that brand.

With the ease of QR codes being favoured by companies, NFC has remained a far less mainstream technology, mainly being used to establish a link between two gadgets. Yet there are some big companies that have used NFC as part of marketing campaigns to great success. Samsung launched its Share to Go campaign in the USA, offering users exclusive content by simply tapping their phone on the NFC tag. These tags contain small microchips with aerials, which can store a small amount of information to be transferred to another device, and can be integrated into stickers and posters.

Whether it is through a shelf talker placed next to a product, or a bespoke stand created to promote it, POS displays need to encourage consumers to buy. Interactivity is becoming more of a focus in terms of design and marketing than ever before. Whether it is simply including a Twitter URL on a poster, or using QR codes that link to a video, to really bring a product to life, it is an important way of setting a brand apart from the pack in a crowded marketplace.