5 Types of Animated Package


(Animating the inanimate objects, we call “packages”)

War may no longer be the popular business metaphor that it once was, but, in this area, there has been something of an arms race. Some of which, we’ve touched on before. (See: Lenticular Packaging; see also: Electroluminescent)

Here now, is a round-up of various ways and directions that packaging is moving.

1. Animated Holographic Labels
3D Photos, made with laser beams, even static holograms imply movement since your view of the 3D image changes as you move around. The “Splitting Adam” CD—(designed by Canadian firm, Rethink Communications)—however, is an animated hologram, in that changing the angle reveals a morphing transformation from lamb to human to gorilla. (via: Lovely Package)

2. Lenticular Lenses
Basically the same technology that was once used in those Cracker Jacks prizes—(that you’re probably too young to remember)—only much improved. The “Changing Lanes” wine label above—(designed by Australian firm, Mash)—uses a lenticular label—also to morph between the faces of wine-makers, Mark Lane & Justin Lane. (via: PopSop)

3. Electroluminescent Labels
Unlike holograms and lenticular labels, electroluminescent packaging requires a power source—built-in or otherwise. The “I AM Legend” DVD image (above) is a sample of a new type of printable electroluminescent technology:

Lumoza’s technology for screen printed electronics combines electroluminescent ink with a driver that controls the sequence and timing of the animation. The result is an electroluminescent computer animation that can be printed, just like ink, on all kind of surfaces, for example on a thin plastic foil. And afterwards, folded, rolled up, bended or wrapped…

With its light-emitting screen, Lumoza aims at applications in the advertising and packaging market. The screen comes with a driver chip that also stores the animation data and is typically powered by a micro-battery, depending on the size of the installation. In order to save valuable battery energy, the chip contains a capacitive switch that activates the display when a prospective customer is approaching and deactivates it when he is moving on.

Best in Packaging

(Two more types of animated package, after the fold…)

4. Moiré Animation
More elegant and less a matter of brute force technology, moiré patterns have been around for hundreds of years. Their use in the Widex packaging to create a moving sound-wave effect—(designed by Copenhagen studio Goodmorning)—is, none-the-less, quite high-tech looking and very suitable for the electronic hearing-aid contained. (via: The Dieline)

5. Storyboard Style
The shipping crate (at the bottom of the 5 photos at top) and the wine label below are the work of Elhombredelalata studio’s Lluís Serra Pla. (Illustrations by Marta Altés). Here, the animation is really more latent and implied, because, without a Zoetrope (or a flipbook or an animated gif file), the consumer never sees any actual motion. On the shelf these labels work more like a storyboard or a series of Eadweard Muybridge photos. (via: The Dieline)



Randy Ludacer
Beach Packaging Design

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