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Application of Augmented Reality in Product
Packaging: Challenges and Development
Opportunities
Augmented reality is considered to be one of the fastest growing and most promising trends in marketing.
is paper analyses the use of augmented reality for advertising purposes by integrating augmented reality
into product packaging. ere are solutions for the application of augmented reality in product packaging
around the world, but in Lithuania, the application of augmented reality in product packaging is still rare.
Research problem is formulated as the question: what are the challenges and development opportunities for
the application of augmented reality in product packaging? Expert opinion and the results of a customer
survey, which show at which stages of the AIDA model using augmented reality in product packaging
could be effective, are presented in this article.
Keywords: augmented reality, product packaging, AIDA.
Papildytoji realybė laikoma viena iš sparčiai besivystančių ir perspektyvių marketingo tendencijų. Straips-
nyje analizuojamas papildytosios realybės taikymas reklamos tikslais, integruojant šią realybę produkto
pakuotėse. Pasaulyje jau yra papildytosios realybės pritaikymo produktų pakuotėse sprendinių, tačiau
Lietuvoje ji taikoma vis dar retai. Tyrimo problema formuluojama taip: kokie yra papildytosios realybės
taikymo produktų pakuotėse iššūkiai ir plėtros galimybės. Straipsnyje pateikiama ekspertų nuomonė,
remiantis vartotojų apklausos rezultatais, analizuojama, kuriuose AIDA modelio etapuose papildytosios
realybės taikymas produktų pakuotėse galėtų būti veiksmingas
Raktiniai žodžiai: papildytoji realybė, produktų pakuotė, AIDA.
Asta KYGUOLIENĖ,
Reda BRAZIULYTĖ
Asta KYGUOLIENĖ – associate professor at Marketing Department, Faculty of Economics and Management,
Vytautas Magnus University, Lithuania. Address: K. Donelaičio str. 58, LT-44248, Kaunas, Lithuania.
Phone: +37037327852. E-mail: asta.kyguoliene@vdu.ltt
Reda BRAZIULYTĖ – MBA, Faculty of Economics and Management, Vytautas Magnus University, Lithuania.
Address: K. Donelaičio str. 58, LT-44248, Kaunas, Lithuania. Phone: +37067324951. E-mail: reda.braziulyte@gmail.com
© 2022 Asta Kyguolienė, Reda Braziulytė published by Sciendo.
is work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
ISSN 1392-1142 (Print), ISSN 2335-8750 (Online)
ORGANIZACIJŲ VADYBA:
SISTEMINIAI TYRIMAI 2022.88
https://doi.org/10.2478/mosr-2022-0014
Introduction
Augmented reality creates new value
for the business. Advertising is one of
the areas where augmented reality is
being used. According to Wunderman
ompson creative agency (2022), the
use of augmented reality in advertising
is one of the most promising areas. e
number of augmented reality custom-
ers is predicted to reach 4.3 billion by
2025. July 2021 survey showed that 70%
of cus tomers say they want to see more
augmented reality advertising integra-
tions. According to the agency, the emer-
gence of augmented reality advertising is
driving the new era of digital marketing
and advertising for customer-engaged
advertising (Wunderman ompson,
2022). According to scientific sources,
augmented reality is considered to be
one of the fastest-growing and most
Asta KYGUOLIENĖ, Reda BRAZIULYTĖ86
promising trends (Vilkina, Klimovets,
2020). It is argued that in the future, this
area will be chosen more and more oen
aiming to make an impact on customers.
Product packaging is one of the ad-
vertising channels where augmented re-
ality can be applied. Product packaging is
the primary mean of capturing custom-
ers’ attention and triggering purchase
intent. Advances in technology have led
to possibilities to create more innovative,
smarter, and interactive product pack-
aging solutions. e application of aug-
mented reality technology in product
packaging can help to attract attention,
generate interest, and arise the desire
to take action, and purchase a product.
Augmented reality in product packag-
ing can create a connection between the
brand and the customer, providing an
extraordinary customer experience and
engagement. Customer engagement can
have a positive impact on a customer’s
attitude towards a brand, and build trust
and long-term customer relationships.
e use of augmented reality not only
improves customer engagement, and
generates interest and willingness to
purchase products, but can also provide
an interactive and authentic advertising
experience (Seiler & Klaas, 2016). Cus-
tomers are more likely to activate aug-
mented reality experiences compared to
passive forms of advertising.
ere are solutions for the application
of augmented reality in product packag-
ing around the world, but in Lithuania,
the application of augmented reality in
product packaging is still rare. ere
are two cases in Lithuania (“Kalnapilis”
and “KitKat Lietuva”) where this tech-
nology has been used. Seldom usage of
augmented reality in product packaging
in Lithuania encourages exploring the
topic deeper, thus, the research problem
is formulated by a question: What are the
challenges and development opportuni-
ties of application of augmented reality
in product packaging?
e object of the research – the ap-
plication of augmented reality in pro-
duct packaging.
e aim of the research to identify
challenges and development opportuni-
ties of application of augmented reality
in product packaging.
Methods of the research: scientific
literature analysis, expert interview, ques-
tionnaire survey, data analysis, systema-
tization, comparison, and generalization.
Information sources: scientific lite-
rature articles, interviews, and survey
data.
Augmented reality application
Rapid advances in technology and the
increasing use of smart devices have in-
fluenced the application of augmented
reality technology in business. Augment-
ed reality in the context of advertising
is an innovative advertising tool that
integrates virtual information and gives
the customer a sense of the real world
(Rauschnabel, Felix, Hinsch, 2019). Aug-
mented reality consists of virtual objects,
which can include any useful informa-
tion about a product, and its unique fea-
tures, and the customer can see them on
the screen of a smartphone or tablet. Vir-
tual information or objects are intercon-
nected and made available to the cus-
tomer in real-time (Vilkina & Klimovets,
2020), thus, augmented reality helps to
demonstrate in real-time what for some
APPLICATION OF AUGMENTED REALITY IN PRODUCT PACKAGING: CHALLENGES AND
DEVELOPMENT OPPORTUNITIES 87
reason is difficult or impossible to do in
real time. Augmented reality offers new
ways of interacting with products and
services or extending established mar-
keting techniques that increase brand
awareness and encourage purchase.
e main goal of augmented reality
in advertising is to extend the customer’s
interaction with the environment, not
to separate it from reality, placing it in a
virtual environment. With augmented
reality, advertising is more attention-
grabbing and memorable (Udayan,
Kataria, Yadav, & Kothari, 2020), provides
more information about the product or
brand, and maintains the novelty of the
product. Augmented reality advertis-
ing differs from traditional advertising
methods in terms of vividness, informa-
tiveness, novelty, and representational
richness. M. Vilkina and O. V. Klimovets
(2020) identify that this technology has
great potential for providing a sustainable
competitive advantage. However, in aug-
mented reality marketing, a company’s
capabilities and the required financial and
organizational resources become crucial.
Augmented reality applications may not
be affordable for all organizations.
As in advertising, there is constant
competition for customers’ attention
(Sung, 2021), the use of augmented rea-
lity can attract customers’ attention to a
brand’s products or services, and trig-
ger a desire to buy more than passive
traditional forms of advertising (Feng,
Mueller, 2019). Scholars more oen dis-
tinguish interactive advertising from
traditional advertising as a two-way
communication between advertisers and
customers due to its interactivity (Li,
2019). Interactivity is highlighted as one
of the most important features (Javornik,
2016) and has a significant impact on
customer response, mainly linked to ex-
perience, trust and enjoyment. A high
level of interactivity leads to a better ex-
perience, and subsequently to a higher
level of customer satisfaction and will-
ingness to buy, on the opposite, a low
level of interactivity leads to a weaker
customer experience and affects the sub-
sequent stages of customer satisfaction
and willingness to buy.
Considering using augmented reali-
ty to achieve advertising objectives, it
is important to focus on the customer’s
understanding of the technology. Cus-
tomers may have negative experiences
due to the complexity of the app, misuse,
or technical errors (e.g., installation, long
waiting times) and this may interfere to
achieve a positive impact (Seiler, Klaas,
2016). Customers who are not innova-
tive may not enjoy learning how to use
new media formats offered by augment-
ed reality (Feng & Mueller, 2019), and
some customers may perceive to the ins-
tallation of augmented reality applica-
tions on their smart devices as a rather
complex and annoying process.
As the integration of augmented rea-
lity may lack the practical application
experience, first of all, it becomes im-
portant to generate customers’ interest
in using the technology and experienc-
ing its benefits. Aiming to attract the at-
tention of customers and adapt the use
of the technology, it becomes essential
to focus on customers’ habits, and tech-
nological skills, as well as to communi-
cate about augmented reality technology
itself. Y. Feng and Q. Xie (2018) confirm
that more attention is paid to custom-
ers’ direct interaction with augmented
reality technologies rather than to the
characteristics of the content itself.
Asta KYGUOLIENĖ, Reda BRAZIULYTĖ88
e function of product packaging
as an advertising channel is usually un-
derstood as a way to protect the pro duct
from environmental influences and to
communicate the product-related infor-
mation to the customer. Growing cus-
tomer demand and various economic
and environmental issues have led to
the development of more innovative and
interactive product packaging methods,
resulting in the use of more advanced
product packaging forms (Lydekaityte &
Tambo, 2018). Interactive product packa-
ging is one of the forms, which enables a
two-way relationship between the cus-
tomer and the product packaging. e
purpose of such product packaging can
be to enhance the customer experience,
engagement, and functionality of pro-
ducts (Lydekaityte & Tambo, 2018). In-
teractive product packaging can include
quick response codes (QR) or augment-
ed reality. Quick Response (QR) codes
can help integrate augmented reality in
packaging with no requirement of dedi-
cated mobile applications, thus, it makes
it easier for customers to activate and ex-
perience additional content. Augmented
reality technology delivers content by
pointing a smart device at the product
packaging and scanning the augmented
reality material using a downloaded ap-
plication on their smart device.
When designing interactive prod-
uct packaging, it becomes important to
consider customers may find the new
type of product packaging difficult to
use. erefore, it is necessary to develop
product packaging to meet customer’s
habits and ensuring the ease of usage
(Li, 2021). Greater attention needs to be
paid to communication aiming to stimu-
late the customer’s willingness to buy
products in packages with integrated
augmented reality and encourage them
to try out augmented reality content.
Augmented reality in product packa-
ging supports decision-making at the
point of sale. Pointing the camera of a
smart device at the product packaging of
a particular product and the appearance
of virtual objects or information related
to the product triggers interactivity and
thus the customer’s decision to purchase
the product. e decision to buy is in-
fluenced by the information provided,
thus, information should match custo-
mers’ interest and consumption patterns
(Joerß, Hoffmann, Mai, Akbar, 2021).
Relevant augmented reality content can
increase purchase intentions, which is
why the application of augmented reality
in product packaging is superior to other
technologies used at the point of sale.
The link between augmented reality
in product packaging and the AIDA
model
e classic model of advertising impact
is called AIDA. e AIDA model helps
advertisers to create vibrant, memo rable,
and persuasive advertising across all
forms of media. e AIDA model is used
by practitioners as a tool to understand
the psychological behaviour of an indi-
vidual, the impact of advertising com-
munication (Song, Ruan, Jeon, 2021).
AIDA model has four main stages
for achieving advertising objectives: at-
tention, interest, desire, and action. In the
attention stage it is aimed to get the cus-
tomers’ attention (Song, Ruan, & Jeon,
2021); in the interest stage it is assessed
the customers’ interest in finding out
APPLICATION OF AUGMENTED REALITY IN PRODUCT PACKAGING: CHALLENGES AND
DEVELOPMENT OPPORTUNITIES 89
more about the product, especially when
customers are not highly engaged (Song,
Ruan, & Jeon, 2021); in the desire stage
customers are motivated to have a specific
product that meets their needs (Seiler &
Klaas, 2016); in the action stage it is as-
sessed the process of learning about the
brand to ensure that customers will pur-
chase the product (Seiler & Klaas, 2016).
Based on the stages of the AIDA model,
i.e., the rate of progress of a customer
moving from one stage to the next, it is
possible to evaluate advertising (Seiler &
Klaas, 2016; Pashootanizadeh & Khalilian,
2018). M. Pashootanizadeh and S. Khalil-
ian (2018) uses 12 items for assessing each
stage of the AIDA model, which can be
generalized (Table 1).
e identified items can be applied
for the assessment of augmented reality
applications in product packaging, be-
cause the focus remains the same – use
of augmented reality in product packag-
ing aims to increase attention, arise inter-
est, desire and action. Some of the items
remain the same, others are modified in
the context of peculiarities of augmented
reality technology. In the attention stage,
creativity of the object remains important
both in packaging and in the content of
augmented reality solution; desirability
of the object is achieved through innova-
tiveness, because by applying augmented
reality in product packaging, the brand is
already one step ahead in attracting the
customer, as the novelty of the techno-
logy, i.e., its innovativeness, and the cus-
tomer’s curiosity to try it out stimulates
the transition to the next stage; meeting
customers’ needs can be achieved through
attractiveness of the product packag-
ing, which relates to attention-grabbing.
In the interest stage, mainly concerned
with maintaining the attention gained
in the first stage, memorability item re-
mains the same; interestedness can be
measured through interactivity, because
interactive content that fits the custo mer’s
ha bits triggers desire; desire to repeat
may be achieved through simplicity, be-
cause the aim of augmented reality is to
provide the customer with a simple and
easy-to-understand way to activate
augmented reality. In the desire stage
Table 1. Items for assessing the stages of the AIDA model
Stage of AIDA model Item for assessment of a stage
Attention Creativity of the object
Desirability of the object
Meeting customers’ expectations
Interest Memorability of the content
Interestedness of the object
Desire to repeat
Desire Positive mental image
Gaining customers’ confidence
Object alignment with customers’ needs and interests
Action Enticing to act
Recommending for others to try
Persuading to act
Source: based on M. Pashootanizadeh & S. Khalilian (2018).
Asta KYGUOLIENĖ, Reda BRAZIULYTĖ90
positiveness is measured through evoked
emotions, as they make the customer
want the product; gaining customers’
confidence and alignment with cus-
tomers’ needs and interests remain un-
changed items. In the action stage enticing
to act may depend on the attractiveness
of content; recommendations are modi-
fied to sharing experience, which helps
the augmented reality solution to spread
from person to person; persuasion to act
may depend on benefits gained, which
can be both hedonic and utilitarian. Fi-
gure 1 shows the link among AIDA mod-
el stages, augmented reality, and modified
assessment items (Figure 1).
Assessing the items, presented in Fig-
ure 1, may allow to understand at which
stages of the AIDA model using aug-
mented reality in product packaging is
effective, this way providing insights for
further application opportunities.
Research methodology
Aiming to identify challenges and devel-
opment opportunities of application of
augmented reality in product packaging,
qualitative and quantitative approaches
where chosen. Mixed me thods design
is useful when strength of both qualita-
tive and quantitative me thod can pro-
vide the best understanding. As there is
still a lack of exploring and understand-
ing application of augmented reality in
product packaging, still little research
done on it, qualitative approach merits
(Creswell, 2014). Expert interview was
used for qualitative approach. Quantita-
tive approach allows to analyze big set of
data and provide generalizations, thus,
questionnaire was useful aiming to un-
derstand customers.
An expert interview was used to iden-
tify the main challenges and develop-
ment opportunities of application of
augmented reality in product packaging
from the practitioners’ point of view. e
experts were selected based on their ex-
perience in visual design, with at least
5 years of experience, related to product
packaging and label design. e number
of experts is a limitation of the research,
but as the application of augmented rea-
lity in product packaging is not yet wide-
ly developed in Lithuania, the choice of
the experts is limited. Expert A is a de-
sign strategist who has been working in
graphic design for 17 years, including
Fig. 1. The link among AIDA model stages, augmented reality, and modified assessment items
AIDA
Attention
Interest
Desire
Action
Creativity, Innovativeness, Attractiveness
Memorability, Interactivity, Simplicity
Positive emotions, Confidence, Alignment with needs and interests
Attractiveness of content, Sharing experience, Benefits
Augmented reality
APPLICATION OF AUGMENTED REALITY IN PRODUCT PACKAGING: CHALLENGES AND
DEVELOPMENT OPPORTUNITIES 91
5 years in a strategic packaging agency.
Expert B is a graphic designer who has
been working for 6 years, currently in a
media agency. Expert C is a brand designer
and creative director with a long expe-
rience in brand and product packaging
in his own company. A semi-structured
questionnaire was used. e interviews
were conducted either in a live meeting
or remotely using Zoom platform.
e questionnaire was used to gather
data from customers. Respondents had
to match three criteria: they had to have
an opportunity to use a laptop or desk-
top computer for participating in the re-
search, they had to have a smart device
(mobile phone or tablet), and they had
to have an account in Instagram social
media network. Respondents were pro-
vided with three examples of augmented
reality in product packaging of the well-
known brands, which they had to activate
independently using their smart device.
e first example was “N estle’s”
“KitKat” chocolate wafer bar. e brand’s
augmented reality had to be activated by
selecting a specially designed filter on
Instagram and scanning the “KitKat”
packaging. When the augmented reality
was activated, elements of red palm trees
appeared on the screen of the mobile
phone with the product itself – the wafer
strips and a message encouraging people
to relax and take a short break. Each time
the package was scanned, a different phrase
appeared, urging to take a break and eat
your “KitKat” bar. Respondents could take
a photo of this message and share it with
friends via the Instagram Stories section.
e second example was an aug mented
reality solution between two brands –
“Pizza Hut” and the Japanese video game
„PAC-MAN“. By scanning the Quick
Response (QR) code on a pizza box and
pointing the device’s camera at the pizza
box, where labyrinth is shown, the ob-
jects in the labyrinth became alive on the
mobile phone. Respondents could start
to control the movements and play the
game “PAC-MAN”.
A third example was an augmented
reality integration of “Dr. Pepper” and
American football. Augmented reality had
to be activated by scanning the Quick
Response (QR) code on the can. Aer
scanning it, the respondent was asked to
enter his/her date of birth and select the
desired football team. Once selected, the
respondent was visually transported to
a football field where he/she had to pick
up a ball and hit a “Dr. Pepper” can with a
hole in it. e object of the game was to
get as many balls into the can as quickly
as possible before the opponent did so.
Each example was followed by
13 statements that the respondent had
to rate using Likert scale from 1 to
5 (1 – strongly disagree, 5 – strongly
agree). e statements were formulated
based on the items, given in Figure 1. e
formulated statements were assigned to
each stage of AIDA model, some of the
statements corresponded to the charac-
teristics of several stages and were there-
fore assigned to several stages.
To summarise the results of the sur-
vey, the average value of each statement
and each stage was calculated. Based on
these values, conclusions were done at
what stages of AIDA model impact on
customer can be achieved, i.e., at what
stages of AIDA model lies main applica-
tion and development opportunities.
Asta KYGUOLIENĖ, Reda BRAZIULYTĖ92
According to the Department of Sta-
tistics (2020), 99% of the population aged
16–34 in Lithuania used the internet in
2020, so the research was focused on this
group. e respondents of this age group
are more likely to use and try out the po-
tential of technologies, they are increas-
ingly becoming the main purchasing
power holders. In total 199 respondents
participated in the research, of which
131 were female and 68 were male. e
sample was determined using a sample
size calculator with a confidence level of
95% and a margin of error of 7%. e
data was collected in April 2022.
Challenges and development
opportunities: experts’ position
e analysis of the experts’ interviews
showed that, augmented reality in prod-
uct packaging is a tool that can reinforce
and convey an idea of advertising. Aug-
mented reality in product packaging
allows to provide additional content to
customers in a different format, either
in an entertaining, informative, or both
formats. However, experts believe that it
is not a tool that can achieve all advertis-
ing objectives, so it is important to know
what the goals are.
Key challenges. According to experts,
there are three main challenges in apply-
ing augmented reality in product pack-
aging. e first challenge is technologi-
cal. e application of new technologies
requires expertise in design, 3D anima-
tion, game programming, or other vir-
tual content creation. e technological
challenge is also related to the availabil-
ity of augmented reality. Different ways
of activating augmented reality have
been implemented in practice, which
experts consider to be a technological
challenge that hinders the accessibility
of augmented reality. If a specific mobile
application from a brand or augmented
reality developer is chosen to be used for
activation, this becomes an additional
challenge for the customer. e second
challenge relates to communication. One
expert identifies that the use of aug-
mented reality is rare on the market, and
therefore the use of this tool requires an
additional advertising campaign on the
technology itself to engage the customer
with the content of the advertising cam-
paign. An advertising campaign requires
an explanation of how to use augmented
reality. If this technology is chosen, how-
ever, social media opinion leaders could
be used as the people who would intro-
duce the functioning of the technology.
e third challenge is to deliver value to
the customer. When developing the idea
and content of the advertisement, it is
important to present the benefits that
the customer receives from the activa-
tion of the augmented reality in product
packaging. e benefits can be hedonic,
utilitarian, or both. Experts identify the
creation of various promotions, compe-
titions, and discounts could be the solu-
tions. Identifying the benefits to be de-
livered is essential and becomes one of
the challenges, which has to be solved
seeking the customer to use the solution.
e cost of implementation and budget
restrictions. Experts state that this tech-
nology as an advertising tool requires
more financial resources than other ad-
vertising tools which are usually used in
the market. One of the experts says that
decision whether to use this technology
depends on the budget available and the
APPLICATION OF AUGMENTED REALITY IN PRODUCT PACKAGING: CHALLENGES AND
DEVELOPMENT OPPORTUNITIES 93
objectives of the campaign. Two of three
experts emphasized that costs would de-
pend on advertising idea. Experts note
that the choice of technology is not avail-
able to every brand to create impactful
content. One of the experts identifies
that having a small budget may not be
enough to create a unique and exclusive
experience for the customer. Another
agrees, stating that if there is a limited
budget, the first thing to look at is whether
augmented reality is the right tool to
use. A third expert points out that aug-
mented reality technology is easier to ap-
ply to well-known or even international
brands that can execute an augmented
reality campaign on product packaging
and have bigger advertising budgets.
Main principle of application of aug-
mented reality in product packaging. To
identify the main principle of application
of augmented reality in product packag-
ing, the first expert argues that there is no
one principle, principles may vary and de-
pend on the product, the advertising idea,
and the resources available. e second
expert emphasizes the analysis of the tar-
get audience in order to understand their
needs becomes crucial. It would be valu-
able to create the content of augmented
reality related to the needs. e third ex-
pert states that main principle is to start
from the content, which provides value to
the customer, i.e., only understanding the
value it is worth to go into details deve-
loping the content.
Stages where impact on customer can
be made. Analysing the experts’ answers
on which stage of the AIDA model im-
pact on customers can be made, the first
expert states that the first two stages - at-
tention and interest - are determined by
the appearance of the product packaging
(colours, shapes, text), while in the desire
and action stage, the augmented reality
can have influence. e second expert
argues that impact can be done in the
second - interest stage, if the content is
chosen by aligning with customers’ ex-
pectations. It can lead to a desire to ex-
plore and learn more about augmented
reality solution and the brand itself. e
third expert argues that the idea of the
advertising that will be placed on the
product packaging is the most important
and that augmented reality has a wide
range of possibilities that can cover each
of the stage of the AIDA model. ere
is therefore no clear consensus on which
stages can have the greatest impact. is
variation in answers can be result of still
rare usage of augmented reality in pro-
duct packaging and yet unclear effect.
Summarizing interview results, it can
be concluded that augmented reality in
product packaging could be chosen as a
promotional tool to achieve advertising
objectives and could impact customers
at different stages of the AIDA model. It
is important to assess both the human
and financial resources available. e
application of augmented reality in pro-
duct packaging requires a significant in-
vestment and therefore the organization
needs to calculate the feasibility of the
technology being available to them. Next
to that, it is important is to understand
the customer, their habits, interests, and
needs, it could help to create content that
brings the customer closer to the brand.
As augmented reality is a novelty in the
market, it is important to deliver value to
the customer. According to the experts,
the provision of hedonic benefits alone
is not sufficient. e short-term hedonic
benefits of augmented reality may lead
Asta KYGUOLIENĖ, Reda BRAZIULYTĖ94
to frustration and scepticism for a custo-
mer who is exposed to the technology for
the first time. A customer who is willing
to activate augmented reality content on
his/her smart device needs both hedonic
and utilitarian benefits for a positive ex-
perience and engagement. e idea itself
needs to be interactive, then augmented
reality will help to strengthen the brand
positioning and achieve the objectives
set. If the advertising idea is not interac-
tive, experts say that a high level of ef-
fectiveness will not be achieved. Finally,
augmented reality applications in pro-
duct packaging should be technologi-
cally simple. Since customers are curious
to try out innovations but are reluctant to
take further action without knowing what
the benefits are, it is important to con sider
the customer’s time for activating the
content. If the customers are willing to try
it, the augmented reality content should
be easily accessible to them. Especially
when targeting a wider audience, having
in mind that not all customers are tech-
savvy, it is important not to overwhelm
customers, but to provide a simple way
to activate the augmented reality content.
According to the novelty of augmented
reality in product packaging, it is impor-
tant to provide additional communica-
tion on how it works. Communication is
an important part not only it introduces
the customer to the technology but also
encourages them to try it out.
Development opportunities:
customer perspective based on
the stages of the AIDA model
According to the survey results, 37% of
respondents say they have heard of or
used augmented reality and 63% are ex-
periencing augmented reality for the first
time. ese results show that the applica-
tion of augmented reality and usage is still
limited, customers do not know about it
a lot. When respondents who said they
have heard of or used augmented reality
technology were asked where they had
encountered augmented reality, the most
frequent answers were related to the inter-
net, the popular Pokémon Go augmented
reality game on a mobile phone, and the
virtual try on function in cosmetic stores,
where it is possible to try on cosmetic
products on your face in a mirror without
using the cosmetics.
Aer activating and trying the
examples of “KitKat”, “ Pizza Hut”, and
“Dr. Pepper” augmented reality examples,
respondents assessed provided statements.
e results are presented in Table 2.
All three solutions were rated as crea-
tive (“KitKat” – 3.98; “Pizza Hut” – 4.3;
“Dr. Pepper” – 4.33) and the augment-
ed reality in product packaging was
rated as immersive and fun to explore
(“KitKat” – 3.9; “Pizza Hut” – 4.36;
“Dr. Pepper” – 3.93). In terms of attrac-
tiveness and engagement of the con-
tent, it is noticeable that those solu-
tions that were based on more in-
teractivity were rated higher (“Pizza
Hut” and “Dr. Pepper” solutions had
a game to play) – “KitKat” was evalu-
ated by score 3.83; “Pizza Hut” – 4.13
“Dr. Pepper” – 4.17. A similar result is
also reflected in the extent at which aug-
mented reality aroused curiosity to learn
more about the brand. Solutions with
more interactivity (“Pizza Hut” – 3.58;
“Dr. Pepper” – 3.65) have higher scores
than solutions with less interactivity and
APPLICATION OF AUGMENTED REALITY IN PRODUCT PACKAGING: CHALLENGES AND
DEVELOPMENT OPPORTUNITIES 95
only 3D visualization (“KitKat” – 3.18).
is leads to conclusions about the im-
portance of interactivity to ensure the
attractiveness and engaging nature of the
content, to arouse curiosity to learn more
about the brand at the attention stage.
e fact that the product packaging is
engaging and interesting to explore was
confirmed by the same question asked
in the interest stage. e ease of use of
augmented reality proved to be impor-
tant. In all three examples, customers
rated the technology as easy enough to
use (“KitKat” – 3.97; “Pizza Hut” – 3.86;
“Dr. Pepper” – 3.92). When developing
augmented reality content, ease of use is
Table 2. Results of the evaluation of augmented reality in provided product packaging
AIDA model stage strength (average)
“KitKat” “Pizza Hut” “Dr. Pepper”
Atte ntion (average 3.94) 3.72 4.09 4.02
Product packaging was creative 3.98 4.30 4.33
Product packaging design and augmented reality
content were attractive and engaging
3.83 4.13 4.17
Augmented reality in product packaging was
immersive and fun to explore
3.90 4.36 3.93
Augmented reality aroused curiosity to learn more
about the brand
3.18 3.58 3.65
Inter est (average 3.46) 3.34 3.69 3.37
Augmented reality in product packaging was
immersive and fun to explore
3.90 4.36 3.93
Augmented reality was simple and easy to use 3.97 3.86 3.92
Augmented reality had generated additional interest
in the product
3.48 3.70 3.48
Augmented reality was memorable 2.01 2.83 2.17
Desire (average 3.94) 3.79 4.03 4.01
Augmented reality in product packaging did not
disappoint me
3.84 3.94 3.93
Augmented reality experience evoked positive
emotions
3.84 4.11 3.96
Augmented reality met my expectations 3.74 3.91 3.95
I would repeat trying augmented reality and would
like to try on other packages
3.75 4.15 4.18
Actio n (average 3.66) 3.56 3.77 3.66
Product packaging design and augmented reality
content were attractive and engaging
3.83 4.13 4.17
I would recommend to my friends and acquaintances
to try this novelty
3.74 3.99 3.84
Augmented reality technology convinced me to buy
a product
3.09 3.21 3.12
I found augmented reality useful 3.59 3.76 3.50
Asta KYGUOLIENĖ, Reda BRAZIULYTĖ96
one of the most important aspects to en-
sure that it is not too difficult for the cus-
tomer to access and operate the augment-
ed reality content. However, in all three
examples, the memorability of augmented
reality was rated low (“KitKat” – 2.01;
“Pizza Hut” – 2.83; “Dr. Pepper” - 2.17).
e higher memorability rating of “Pizza
Hut”, although not high but the highest
of all, can be explained by the associa-
tion of the solution with the childhood
game “PAC-MAN”, i.e., the game may
have been known from before, resulting
in a higher memorability.
In the desire stage, all statements
scored highly, suggesting that the aug-
mented reality solutions met expecta-
tions and did not disappoint. It is also
evident that the solutions evoked posi-
tive emotions, with the “Pizza Hut” so-
lution, which is associated with a well-
known game, scoring the highest. e
“Dr. Pepper” solution (3.96) also evoked
positive emotions, which again shows
that solutions with more interactivity
are more positively evaluated. Although
respondents would be willing to repeat
and try solutions on other packages, they
would prefer to do so with similar solu-
tions to “Pizza Hut” (4.15) and “Dr. Pepper”
(4.18). is evaluation suggests that the
content providing hedonic benefits pro-
vides positive emotions that custom-
ers would like to experience more than
once. Longer-lasting augmented real-
ity content, the entertainment provided,
and the possibility for the customer to
control the content, all contribute to
stronger positive emotions and a desire
to explore.
In the action stage, respondents would
recommend to friends and acquaintances
to try the augmented reality in product
packaging, but overall, none of the solu-
tions persuaded them to buy the product
(“KitKat” – 3.09; “Pizza Hut” – 3.21;
“Dr. Pepper” – 3.12). is suggests that
the application of augmented reality in
product packaging may achieve adver-
tising objectives other than acquisition.
Summarising the results, augmented
reality in product packaging solu-
tions have the highest scores in the first
stage – attention (“KitKat” – 3.72; “Pizza
Hut” – 4.09; “Dr. Pepper” – 4.02) and
the third stage – desire (“KitKat” – 3.79;
“Pizza Hut” – 4.03; “Dr. Pepper” – 4.01).
e interest stage is the least affected
(“KitKat” – 3.34; “Pizza Hut” – 3.69;
“Dr. Pepper” – 3.37). is suggests that
the use of augmented reality in product
packaging may not only be unsuitable for
the action stage mentioned above, i.e., to
take action to purchase the product, but
also may not be the best solution for
generating interest in the product. e
examples analysed are excellent for at-
tracting attention and generating desire,
but to achieve the objectives of interest
and acquisition, either other advertising
solutions should be chosen or a differ-
ent solution than the examples analysed
should be sought for the implementation
of augmented reality, linking it to utili-
tarian and not just hedonistic benefits.
Summarising questionnaire results, it
can be concluded that the examples giv-
en are creative and attractive, designed
to build brand image or awareness, but
do not convince customers to take con-
crete action and purchase the product.
e use of augmented reality in product
packaging has the biggest impact on the
two stages of the AIDA model – atten-
tion and desire. is means that the ap-
plication of this technology is perfectly
APPLICATION OF AUGMENTED REALITY IN PRODUCT PACKAGING: CHALLENGES AND
DEVELOPMENT OPPORTUNITIES 97
suited to advertising campaigns that aim
to attract attention or to create a desire
to purchase a product. It is also seen that
augmented reality content with low lev-
els of interactivity is rated weaker in all
stages of the AIDA model compared to
content with higher levels of interactiv-
ity. Augmented reality content with a
higher level of interactivity, where the
customer can control the content or play
games, has a bigger impact on the cus-
tomer’s attention, willingness, and mem-
orability. us, it is important to not only
implement a technological solution but
also to think about the interactivity of
the content, ensuring the ease of access
and use of augmented reality.
Conclusions
Augmented reality offers new ways of
interacting with products and services,
which increase brand awareness, pro-
vide more information about the prod-
uct or brand, are more memorable for
the customer, maintain product novelty,
and have a high potential for sustainable
competitive advantage. In augmented
reality marketing, the company’s ca-
pabilities, financial and organizational
resources become important. To adopt
augmented reality, it becomes important
to take into account the customers’ needs
and habits, technological skills, to com-
municate about augmented reality. e
use of augmented reality can provide
customers interactive experience. High
level of interactivity leads to a better cus-
tomer experience, and subsequently to a
higher level of customer satisfaction and
willingness to buy.
Interactive product packaging ena-
bles a two-way relationship between the
customer and the product packaging.
e purpose of such product packaging
can be to enhance the customer experi-
ence and engagement. e application of
augmented reality in product packaging
is superior to other technologies used at
the point of sale.
e AIDA model helps advertisers to
create vibrant, memorable, and compel-
ling advertising. ere are items, which
can be used for the assessment of aug-
mented reality applications in product
packaging: Creativity, Innovativeness,
Attractiveness, Memorability, Inter-
activity, Simplicity, Positive emotions,
Confidence, Alignment with needs and
interests, Attractiveness of content, Shar-
ing experience, Benefits. Assessment of
these items may allow to understand at
which stages of the AIDA model using
augmented reality in product packaging
is effective, providing insights for further
application opportunities.
e analysis of the interview results
shows that augmented reality in product
packaging, as a technological novelty,
can be used in product packaging for ad-
vertising purposes. e main challenges
applying the augmented reality in prod-
uct packaging are related to technologi-
cal issues, communication, and deliver-
ing the value. Oen, the application of
this technology can be costly, which is
why augmented reality in product pack-
aging is more easily adapted to big, well-
known brands. Not only do they have
a larger budget, but they can also reach
customers more easily and make them
aware of the adapted augmented reality
in product packaging. In any case, ap-
plying augmented reality always requires
additional communication, including
both communicating the solution and
Asta KYGUOLIENĖ, Reda BRAZIULYTĖ98
explaining how to use the technology.
Opinion leaders could be used in com-
munication about augmented reality
technology in product packaging.
Augmented reality in product pac-
kaging can be used to build brand image
and awareness, as it encourages custo-
mers to pay attention, and creates a desire
to buy, but does not create more interest,
does not persuade them to take a specific
action, and buy the product. To achieve
the latter objectives, it may be necessary
to provide not only hedonistic but also
utilitarian benefits, to find another aug-
mented reality fulfilment or other adver-
tising solutions. e level of interacti vity
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Asta KYGUOLIENĖ, Reda BRAZIULYTĖ
PAPILDYTOSIOS REALYBĖS TAIKYMAS PRODUKTŲ PAKUOTĖSE: IŠŠŪKIAI IR
PLĖTROS GALIMYBĖS
Santrauka
Šiame straipsnyje siekiama identifikuoti papil-
dytosios realybės taikymo produktų pakuotėse
iššūkius ir galimybes. Aptariami papildytosios re-
alybės taikymo marketinge ir produktų pakuotėse
ypatumai remiantis moksliniais literatūros šalti-
niais. Pateikiamas papildytosios realybės produktų
pakuotėse ir AIDA modelio susietumas, išskiriant
elementus, pagal kuriuos vertinamas kiekvienas
AIDA modelio etapas. Tyrimo tikslui pasiekti
pasirinkti du metodai: ekspertų interviu ir var-
totojų apklausa. Ekspertų interviu metu įvardinti
pagrindiniai iššūkiai ir praktinės galimybės taikyti
papildytąją realybę produktų pakuotėse. Tyrimui
atlikti pasirinkti trys reklamos srities ekspertai.
Antrasis tyrimo metodas – apklausa, kurios metu
respondentai vertina savarankiškai aktyvintą pa-
pildytąją realybę, esančią ant produktų pakuotės
pagal išskirtus AIDA modelio etapų vertinimo ele-
mentus. Tyrimui pasirinkti trys papildytosios rea-
lybės produktų pakuotėse pasaulinio lygio prekės
ženklų pavyzdžiai (KitKat, Pizza Hut, Dr. Pepper).
Testuojant kiekvieną pavyzdį siekiama įvertinti,
kuriam AIDA modelio etapui papildytoji realybė
turi didžiausią poveikį.
Remiantis tyrimo rezultatais, įvardinami pa-
grindiniai iššūkiai, su kuriais susiduriama taikant
papildytąją realybę produktų pakuotėse. Pirmasis
yra technologinis, nes papildytosios realybės sukū-
rimas ir pritaikymas reikalauja naujesnių techno-
logijų panaudojimo; antrasis – komunikacija. At-
sižvelgiant į tai, kad papildytoji realybė yra nauja
technologija ir retai naudojama reklamos srityje,
vartotojams reiktų pasirinkti papildomas komu-
nikacijos priemones pristatant, kas yra ši realybė
ir kaip šia technologija reikia naudotis. Trečiasis
iššūkis, su kuriuo susiduriama taikant papildytąją
realybę produktų pakuotėse, yra naudos teikimas
vartotojui. Kuriant ir taikant papildytąją realybę
svarbu atsižvelgti, kad ši technologija teiktų nau-
dą vartotojui (hedoninę, utilitarinę arba abi). Pa-
pildytoji realybė reikalauja daugiau išteklių negu
kitos dažnai rinkoje taikomos reklamos priemo-
nės, o investicijos į ją priklauso nuo prekės ženklo
tikslų reklamos strategijoje. Be to, neturint didelio
biudžeto gali nepakakti sukurti unikalią ir išskir-
tinę patirtį vartotojui. Interviu metu įvardinti ir
esminiai papildytosios realybės kūrimo principai:
tikslinės auditorijos analizė, turinio ir jo teikiamos
Asta KYGUOLIENĖ, Reda BRAZIULYTĖ100
vertės vartotojui identifikavimas. Ekspertų nuo-
mone, pagal AIDA modelį papildytoji realybė
didžiausią poveikį vartotojams daro noro ir su-
sidomėjimo etapuose, tačiau išskiriama ir tai, kad
jos galimybės gali apimti ir visus AIDA modelio
etapus.
Antrojo tyrimo rezultatai parodė, jog pateikti
pavyzdžiai buvo įvertinti kaip kūrybiški ir patrau-
klūs, skirti prekės ženklo įvaizdžiui formuoti arba
žinomumui didinti, tačiau neįtikina vartotojo im-
tis konkrečių veiksmų ir įsigyti produktą. Nustaty-
ta, kad respondentą išbandyti sprendimai stipriau-
siai veikia dėmesio ir noro etapuose. Taigi daroma
išvada, jog papildytosios realybės pritaikymas yra
tinkamas reklaminėms kampanijoms, kurių tikslas
atkreipti dėmesį arba sukelti norą įsigyti produk-
tą. Nustatyta, kad papildytosios realybės aukštes-
nio lygio interaktyvumo turinys leidžia vartotojui
pačiam jį valdyti, stipriau veikia vartotojo dėme-
sį, norą ir įsimintinumą. Šio straipsnio rezultatai
atveria naujų įžvalgų reklamai kurti ir taikyti pa-
pildytąją realybę. Tyrimo rezultatai leidžia supras-
ti papildytosios realybės teikiamą naudą prekės
ženklui, įvertinti iššūkius, su kuriais susiduriama
taikant technologiją, bei galimybes, kurias prekės
ženklai gali įgyti.
