An expert has said he intends to see more augmented reality functions on printed labels in the years to come, as brands begin to embrace the phenomenon.

Speaking at the Denny Bros Ltd open day recently, Chris Penfold of Design Cognition said it will allow increasingly futuristic marketing campaigns to take place, Packaging Europe reports.

He explained that while mobile phone apps can already link to games and advertisements in this way, the technology exists to eventually make use of tiny flatscreens put directly on to peelable labels to give messages to consumers.

"It's all on the horizon and it's not a matter of if but when we will see these exciting initiatives in our shopping baskets," Mr Penfold commented.

The conference also saw delegates advised on how they can use printed labels such as those manufactured by Denny Bros Ltd to get information across in the best possible way with the space they have, without compromising on their company message.

Cadbury is currently making use of augmented reality in the form of a game called Qwak Smack, powered by Blippar technology.

Denny Bros Ltd, 20 September 2011