Branding with barcodes in Japan

February 10, 2007 at 11:30 am 1 comment

barcode.jpg

Shardul (MindShare, Japan) writes:

A highly innovative way through which new media has been created in Japan:

All of us know about barcodes. They are the black and white stripes which store machine readable information. But they are dull, to say the least, and almost always ignored by both marketers and consumers.

Design Barcode, a Japanese four-man agency, has converted these barcodes into a new avenue of advertising. They have redesigned the black and white stripes space to incorporate images. For example, for the weight loss company Jenny Craig, the barcode becomes the waistband of a pair of pants; a code for the Hiroshima Museum takes the shape of a mushroom cloud.

This piece of innovation won the agency a Titanium Lion at the International Advertising Festival in Cannes. Here’s a video showing some of their ideas.

Will people notice these redesigned barcodes? I think that in the initial stages, the uniqueness of these barcodes will ensure that people pay attention to them. Post that period however, it will be up to good old creativity to ensure attention and message communication.

For more on this story, visit Springwise: Repacking Barcodes

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Entry filed under: japan, media general, outdoor, trends.

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