# NFC Tag Awareness and Its Visual Implementation on Food Packaging: Case Study in Slovenia
## 4 Discussion  
Smart packaging's purpose is to control and convey product quality information in-house to prolong the interaction between the consumer and the product [30]. Many businesses already use smart packaging to provide consumers with more insights into their items and make their purchases more informative. It is gaining popularity, since it allows for more effective product tracking and enhanced communication between producers and \begin{table}
\begin{tabular}{c c c c c c c c c c c} \hline \hline \multicolumn{3}{c}{**TFF**} & \multicolumn{8}{c}{**TFD**} \\ \hline  & **N** & **Mean** & **SD** & **Mean** & **Rank** & **N** & **Mean** & **SD** & **Mean** & **Rank** & **Rank** \\  & **(in s)** & **(in s)** & **Rank** & & **N** & **(in s)** & **(in s)** & **(in s)** & **Rank** & **Rank** \\ \hline No invite & 30 & 3.17 & 2.10 & 115.18 & 3 & 30 & 0.63 & 0.40 & 72.37 & 4 \\ \hline No invite C & 54 & 1.96 & 1.59 & 78.40 & 1 & 54 & 0.74 & 0.47 & 84.91 & 3 \\ \hline Invite C & 60 & 2.11 & 1.52 & 84.13 & 2 & 60 & 1.25 & 0.90 & 120.48 & 1 \\ \hline Invite & 50 & 3.18 & 1.47 & 123.56 & 4 & 50 & 0.91 & 0.67 & 98.61 & 2 \\ \hline \hline \end{tabular}  
* Invite—with invitation, Invite C—invitation in a distinctive color, No invite—without invitation, No invite C—without invitation and the tag has a distinctive color, invitation SD—standard deviation, \(\mathtt{s}\)—seconds.  
\end{table} 
Table 6: Eye-tracking results in relation to the NFC tag with an invitation and in a distinctive color. consumers. According to [PERSON] [4], while exploring supermarket aisles, an individual may be exposed to up to 300 different brands, implying that a product has only a split second to entice a purchase. This is where interaction with smart elements as a means of prolonging the connection with a consumer comes into play. Because of the low market penetration of the NFC tag, recognition among customers is also low, with just 53.5% in our research recognizing it. Given the low NFC recognition, the most popular smart element, such as QR codes, could be used in conjunction with traditional labels to familiarize consumers with the smart packaging technology, such as NFC, in order to increase trust in products and suppliers [31]. There are still some struggles regarding the perception of NFC benefits to the product packaging and the overall interest in initiating the interaction, although a strong correlation between the NFC sign identification and the overall interest in initiating the interaction exists [32]. Knowledge of NFC does not differ significantly depending on the participants' degree of education, meaning that there are no statistically significant differences among them. According to the findings, members of Generation Y are the most familiar with the NFC tag, accounting for 58.1% of their generation and 21.7% of the total, with Generation Z not far behind, accounting 18.7% of the total. As a consequence, we may conclude that the NFC tag is predominantly known by the younger generations when it comes to NFC technology, as Generation Z is less concerned with privacy than Generation X [33]. When deciding to use the mentioned tag, first, the decision \"who is the targeted public\" must be made, as well as \"what type of activity should be hidden behind the NFC tag\", keeping in mind that the consumer prefers instant gratification. Furthermore, various markets have varying levels of understanding and utilization. One example of market disparities is that the Chinese market is more mature for QR codes and NFC tags than the rest of the world; therefore, such technologies are more accepted [34]. The results of our research show that instructions for the visual location of smart elements, such as an NFC tag, are also observed. The position on the side received 57.0% of the votes in the focus groups. Additionally, according to online surveys and measured eye movements, it is recommended to use an activation invitation, which, in the case of an NFC tag, is on the right in the middle of the packaging and in a distinctive color.