You are welcome to share your thoughts on this article written by Cheryl Swanson, Founding principal at Toniq llc, NYC

200,000 years ago, we began with the development of speech.
30,000 years ago, we developed symbols for communication.
7,000 years ago, we started writing.

Fast forward to 2020
Desktop computers are obsolete.
IPads are ancient technology. Can you believe we carried those big things around?
3D televisions are so 2011. It’s all about 4D interactive media.

Brands can no longer just advertise, have a Facebook page, run a contest and hope it goes viral. Brands will have to look for new ways to engage the consumer.  Here are a few of our predictions of what we will see is 2020:

LIVING PACKAGES

Visual impact will be more important than ever. Color, shape, texture, and movement will be key to capturing the attention of the consumer. The package will be more than a 2D/3D medium to convey information; it will be a moving, living tool that interacts with each consumer.  Package design will incorporate electronic-paper that bends and shapes to your needs.  Packages will show high-resolution images, videos, moving graphics, interactive instructions, and more.  It will show you how to cook your packaged food, remind you when to take your medicine, show you how to build that new dollhouse, how to apply your mascara, it will connect you directly to customer service.

Source: Fujitsu employee Sachiko Iino displays the prototype of the electronic paper display. Photo; AFP

THE SMARTER QR CODE (enhanced QR + smarter SKU)

Social media will live on and be stronger, faster and easier than ever. Reaching people on a global scale will take a nanosecond compared to twitter. For example, you go to the store and see the amazing new Coca-Cola No.5 (This hypothetical new Coke is good for and will be recommended by physicians all over the world. Coke No.5 will give you 100% of all the vitamins and nutrients you need for the day plus an anti-ageing supplement.)  You are so excited and want to share it with all your friends. Instead of snapping a shot with your camera phone, then loading it to a twitter picture service or Facebook, you simply place your finger on the can where it says “share” and instantly it’s uploaded to your networks. Sound too scary? Well, we already have retina scans, fingerprint and hand-scan locks, and if you think about it, touch screens like your Nintendo DS, iPad and iPhone all use touch sensitive navigation. This is the future, smarter QR code.

SMARTER HOMES

Unlike Fresh Direct, Peapod, Netgrocer, or the gazillion other online grocery services, the future of shopping is automated, integrated and fully engaged in virtual reality. With the new, improved, and smarter QR codes, an enhanced SKU code will be integrated to every package. And in every home, from the pantry to the refrigerator, laundry room to shower, discreet product scanners will be built into the home. As you stock and use products, your smart house will keep track of what you have used and what you need.  If it’s something like detergent or shampoo, you can set up automatic re-order and delivery, as your smart house needs the products. With real time 4-D media and holographic technology, for fresh produce, you can enter the market literally from your house and pick directly from either your local green market/farmer or grocery store.  You will be able to choose the exact tomato or head of lettuce you want and have it delivered the same day.

Watch this incredible video by Corning to see the Future of Smart Houses at work.

Watch here:  http://youtu.be/6Cf7IL_eZ38

Brands will have to work harder to build relationships with the consumer. As technology gets smarter, consumers will start to expect a more streamlined approach to everything, especially buying. Brands will have to utilize the new technologies to their benefit. Companies might have to spend more to have digital paper packaging, but the payoff will be enormous as consumers feel more connected to the brand. There greatest opportunity in utilizing these new and future technologies is to build brand relationships that lead to brand loyalty.

About the Author

Ms. Swanson founded Toniq in 1999 after leading several design firms to world-class status with her emotions-based, visual approach to brand strategy development. At Toniq, she continues to evolve her strategic expertise by seeking new ways to connect with consumers.

Swanson’s years of trend tracking, design management and research have coalesced in a theory of “Brand Effervescence ™” an innovative approach to brand building. This image-based approach is a synthesis of cultural anthropology, consumer trends research, marketing and design, and a study of the psychology of symbolism and color.