Many companies are using smart packaging to provide consumers with more information about their products. The goal of our case study is to access the Near Field Communication (NFC) tag knowledge, as well as getting insights into tag positioning in food package design for better visibility in order to develop some guidelines for future tag implementations. A preliminary survey of professionals provided an overview of NFC tag usage, followed by an online survey that assessed knowledge and visibility of tag placements. These findings were further discussed in focus groups and measured using eye-tracking technology. For placement visibility assessments, well-known and fictitious packaging designs of milk were used. The results show that, due to the NFC tag’s low market penetration, consumer recognition is low, with only generations Y and Z being familiar with the NFC tag. Knowledge of the NFC tag does not significantly vary based on education level. When considering the use of NFC tags, it is crucial to define and understand the target market. If the target is younger generations, the potential to increase engagement with the product can be achieved. Additionally, to boost consumer interaction, NFC tags or other smart elements should include an activation prompt, positioned on the central right section of the packaging and distinguished by a distinct color. The influence of the design on tag visibility is essential to ensure its effectiveness.

Interaktivna embalaža nadgradi osnovno informacijsko funkcijo embalaže in ustvarja dvosmerno komunikacijo med uporabnikom in embalažo. Med interaktivno embalažo uvrščamo nosilce za prenos podatkov, kot so 2D kode, radiofrekvenčna identifikacija (RFID), visokofrekvenčna komunikacija kratkega dosega (NFC) in obogatena resničnost (AR). V prispevku je predstavljena interaktivnost, osredotočeno na področje poznavanja in uporabe inteligentnih elementov na embalaži ter njihov vpliv na potrošnika. Raziskava se je osredotočila na prehrambno embalažo. Za pridobivanje podatkov je bila izvedena spletna anketa, dobljene rezultate pa smo statistično ovrednotili. Rezultati so pokazali, da potrošniki poznajo interaktivno embalažo, vendar pa ne uporabljajo njene funkcije pogosto. Največkrat prepoznajo in odčitajo QR kodo, najmanj izkušenj pa imajo z obogateno resičnostjo.