We live in a time when packaging that only protects its contents is now blasé. When packaging can be a consumer experience, an extension of the product, or an expression of brand values, then anything less fails to impress.

But it’s not just about “wow-ing” the consumer. There’s so much valuable information packaging can share, and with advanced data carriers and innovations in package design today, it can be done in more dynamic ways than ever before. This is where connected packaging comes into play.

Connected packaging is a term for packs that utilize codes and forms of communication which engage the customer in new ways. Take, for example, a set of batteries that lets you know how much charge it has left—this is a subcategory of connected packaging called “interactive packaging.” It uses specific materials that can communicate valuable information to the consumer, making it a more useful option.