Springfield Group emphasizes SmartPicture

The Springfield Group, print and marketing specialists, has appointed Jonathan Law to drive forward its latest packaging innovation; SmartPicture.

SmartPicture allows smart phone users to access a world of online content about a product or brand by scanning graphics and images printed on the packaging. The company said: ‘Unlike QR codes or Microsoft Tags however, the technology does not require ugly visual codes that can have a negative impact on page layout, design, aesthetics or the brand itself’. It will be Law’s job to develop and bring the product to market.

According to Law, SmartPicture, which incorporates Digimarc technology, is set to revolutionize the packaging industry and provides the first commercial solution for connecting printed packaging to the online world.

The SmartPicture App, built by Eon Visual Media, enables smart phones to scan the packaging and is now available on the iTunes App store and Google Play.

Law said: ‘I have spent much of my career within companies looking at ways in which we could improve packaging and this technology is one of the most innovative systems I have come across.

‘Because of the range of content the App can point to, particularly m-commerce sites, it provides marketers with a solution that enables consumers to buy their products anytime, anywhere, at the touch of a button, and that is very powerful.’

Albert Dass, chairman of the Springfield Group, said Law’s appointment enabled the company to focus on bringing SmartPicture to market and ensuring all potential within the product is realized.

He added: ‘Jonathan brings a lot of experience in identifying these types of solutions for global PLCs so understands buyers’ needs very well.

‘We believe SmartPicture offers an intelligent print-to-mobile system which is unmatched in the packaging industry and Jonathan is the man to help us drive it forward.’

Law has more than 25 years of experience in packaging, design, management and directorship positions to the east Hull firm, from some of the world’s largest companies.

Pictured: Jonathan Law will develop and bring SmartPicture to market