# NFC Tag Awareness and Its Visual Implementation on Food Packaging: Case Study in Slovenia
## 4 Discussion
The research on packaging design revealed that variations in function and color could substantially impact the consumer [35]. According to [PERSON] et al. [36], for consumers seeking particular information such as brand, ingredients, and nutritional information, any visual \"pop out\" element, such as an NFC tag in a distinctive color, would constitute a purchasing motivation regardless of product type or label design. Furthermore, package designs should be focused on making packaging graphics bright, vibrant, and appealing in order to catch customers' attention and, ultimately, encourage them to buy those goods [37], as data show that the tag being presented in a distinctive color is advantageous. According to the theory of flow, the fringe of consciousness includes vague contextual feelings at the periphery of the focus of attention [38]. In addition to the perception of fluency, consumers will find objects appealing if they are easy to perceive and understand [39], as also pointed out in our focused group where it emerged that invitations to engage with the tag need to be simple and quick to understand. According to [PERSON] et al. [31], smart elements on packaging are perceived as a possibility to add extra information to the conventional information display. A significant relationship between the identifying sign for the NFC and user initiation of the interaction was found by [PERSON] et al. [32], with participants initiating their interaction with printed NFC symbols substantially more quickly than with the blank ones. NFC technology can be used in food packaging to provide consumers with information about the product, such as nutritional facts, product ingredients, and expiration date. According to [PERSON] et al. [34], both QR codes and NFC tags that stimulate a deeper customer involvement with the product are regarded as an emerging supply chain possibility that was mentioned as a 'good to have' [31]. By using NFC technology, food manufacturers can ensure that the information on their packaging is accurate and up to date. Additionally, NFC can be used to track the product's journey from the factory to the store, allowingcompanies to monitor the food freshness and quality. Finally, NFC can provide consumers with coupons and other promotional offers related to the product. Despite the fact that NFC technology is still in its early stages of development, its use will likely increase in the future, particularly in relation to higher value-added products and services. NFC can be utilized for data sharing, data interchange, and information exchange between two NFC-enabled devices, helping demonstrate product authenticity while also promoting customer trust and loyalty. This study provides empirical data on the low consumer awareness of NFC tags, particularly in the context of food packaging, and highlights generational differences in knowledge (with generations Y and Z being more familiar with the technology). This finding helps clarify market penetration challenges for smart packaging and the need for consumer education in this area. By using eye-tracking technology and focus group discussions, the study identifies the most effective placement of NFC tags on packaging for maximum visibility. This adds practical knowledge to the field of packaging design, offering evidence-based recommendations (e.g., positioning tags in the center right section of the packaging and using distinct colors) to enhance tag visibility and consumer interaction. It also addresses the design considerations necessary for effective tag activation which is valuable for future research and industrial application.