# NFC Tag Awareness and Its Visual Implementation on Food Packaging: Case Study in Slovenia
###### Abstract  
Many companies are using smart packaging to provide consumers with more information about their products. The goal of our case study is to access the Near Field Communication (NFC) tag knowledge, as well as getting insights into tag positioning in food package design for better visibility in order to develop some guidelines for future tag implementations. A preliminary survey of professionals provided an overview of NFC tag usage, followed by an online survey that assessed knowledge and visibility of tag placements. These findings were further discussed in focus groups and measured using eye-tracking technology. For placement visibility assessments, well-known and fictitious packaging designs of milk were used. The results show that, due to the NFC tag's low market penetration, consumer recognition is low, with only generations Y and Z being familiar with the NFC tag. Knowledge of the NFC tag does not significantly vary based on education level. When considering the use of NFC tags, it is crucial to define and understand the target market. If the target is younger generations, the potential to increase engagement with the product can be achieved. Additionally, to boost consumer interaction, NFC tags or other smart elements should include an activation prompt, positioned on the central right section of the packaging and distinguished by a distinct color. The influence of the design on tag visibility is essential to ensure its effectiveness. NFC tag; eye-tracking; packaging design; visibility Article  
NFC Tag Awareness and Its Visual Implementation on Food Packaging: Case Study in Slovenia  
202414993333  
deeper relationships with consumers by collecting data and building loyalty, leading to repeat sales. Near Field Communication (NFC) technology offers the possibility to use a fast contactless connection to electronic devices and to access to digital content. Compared to QR codes, NFC can provide much more data and can perform specific tasks. NFC is a wireless short-range communication technology based on the existing standards of the RFID infrastructure. Analysis of the development and capabilities of NFC technology evolution is available in [PERSON] et al. (2018). Nowadays, NFC tags are proposed for various applications, such as smart labels for food, pharmaceuticals, and wearables. The wireless acquisition of the data from the sensors in smart labels is applied to smart packaging and modified atmosphere packaging for food monitoring ([PERSON] et al., 2018). RFID and NFC have been proposed to sense, obtain, and transmit information on the atmospheric conditions and identification of the package ([PERSON] et al., 2018). UHF RFID, paired with NFC, could be implemented to promote the traceability of the whole food chain until the product reaches the consumer ([PERSON] et al., 2018). [PERSON] et al. (2018) describes the weaknesses and advantages of using UHF and/or NFC systems to perform automatic identifications in the meat supply chain. [PERSON] et al. (2018) presents the advantages of using NFC tag to determine the freshness of packaged milk. [PERSON] and [PERSON] (2018) point out that NFC technology has all the requirements to become the main technology for traceability in the various food sectors, with NFC-based sensors having also demonstrated how the system could enable a smartphone user to identify food deterioration at an early stage ([PERSON] et al., 2018). According to [PERSON] et al. (2018), the dairy industry needs an effective traceability system to ensure supply chain visibility, safety, quality, and adherence to ethical standards, while also building consumer trust, optimizing operations, and enabling end-to-end process tracking for economic benefits. Advancements in digital technologies, such as NFC as part of the Internet of Things (IoT), which connect physical objects to the digital world offer a potential solution ([PERSON] et al., 2018). The use of NFC combined with the IoT or blockchain can have a tremendous impact on food supply chain management ([PERSON] et al., 2018).