Revolutionize Packaging: Unlock Brand Potential with QR CodesRevolutionize Packaging: Unlock Brand Potential with QR Codes
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Jeff Sugarman
pro
• Jun 5
Consumer packaging is about to get a second code — a QR code. Most brands will treat that as a compliance headache. I think it's the most interesting thing to happen to a package in years.
Here's why. A barcode rings up the sale and then goes quiet. A QR code is a door. A shopper standing in the aisle, phone in hand, can open it — and what's behind it is ours to design.
Plenty will aim that door at their homepage. That's like opening it and leaving someone on the sidewalk, staring at the front of the house. The package in their hand already told them more.
So point it somewhere better. Ask one question: what does this shopper want to know right now? Maybe it's the origin story that justifies the price. A thirty-second video of the product in use. The allergen detail that turns a maybe into a yes. A first-purchase offer. Real customer testimonials.
The code does one of two jobs. For the shopper still deciding, it's the nudge. For the one already sold, it's a small delight they didn't see coming. Either way, the brand keeps talking past the edge of the label — and we decide what it says.
The code costs nothing. What's behind it is a design decision. That's the fun part!
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