Packaging as a marketing tool – The practical application of digital technologies
Digital technology, artificial intelligence, QR codes, and augmented reality open up new possibilities in packaging design. How can they be used specifically to make packaging not only a functional element but also an effective marketing tool? The workshop will show the connection between original ideas, functional design, and modern technologies and demonstrate how this can work in practice. Participants will gain immediately applicable inspiration—from creative marketing solutions to tips suitable for the 2025/26 Christmas campaigns, for example. They will be able to try out the technologies, learn about their possibilities in practice, and discuss their use for their own projects. The program will include specific practical examples, such as gift packaging for Stará žitná myslivecká, which, thanks to QR codes and digital content, has transformed packaging into a powerful marketing channel.