Packaging gets phygital: The rise of QR codes

By Oliver Catchpole

Published: 17 December, 2025

Quick-response codes (more commonly known as QR codes) have become increasingly widespread in recent years. Even 10 years ago QR codes may have seemed a technological gimmick, with their use on packaging confined to some early adopters and consumer engagement led by novelty. Today, as Cameron Worth, founder and CEO of io.tt, a ‘connected products’ platform puts it, “QR codes are boring”.

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