EU – Graphic paper manufacturer Arjowiggins Creative Papers has created a connected paper called Powercoat that integrates print and digital.
The technology combines electronic functionality with printed graphics, and uses an underlayer of RFID tags, which will enable packaging to be reactive to its environment, and print media to contain extra content.
In an era when magazines and newspapers are increasingly supplanted by digital media, this is a new tool for brands to make print more compelling and part of the digital landscape. For more on the emerging media landscape, read our Transmedia Futures macrotrend. For an example of how print can move into the online sphere, read our Field Guide Innovate report.