Digimarc is a digital watermark that can be used to embed information in images, videos or other media. Digimarc watermarks are invisible to the human eye, but remain recognisable to special software or devices. Digimarc is becoming increasingly popular in the packaging sector in particular, as this technology allows the digits of the EAN barcode and more to be applied invisibly to all areas of the packaging.
Digimarc and EAN barcode at the supermarket checkout
When scanning at the checkout, the checkout staff do not have to search for the EAN code on the packaging first in order to pass it over the scanner, but can simply slide the packaging over the scanner in any position, as the barcode is applied all the way round. The scanning process is therefore considerably faster, the throughput at the checkouts is higher and the checkout staff can devote more time to the shoppers instead of constantly searching for the barcodes.
How Digimarc works
At its core, Digimarc is about adding a kind of invisible layer to packaging in particular, which contains information such as EAN numbers or websites and can prove their origin or authenticity. In contrast to visible watermarks such as logos or texts that are superimposed on the image, with Digimarc the information remains hidden in the images of the packaging itself.
Technically speaking, Digimarc uses algorithms to change certain patterns in the image data without affecting the visual quality. The image pixels are manipulated in such a way that the data they contain acts as a kind of coded message. This coding takes place in such a way that it is barely perceptible to the human eye, but can be recognised and decoded by special scanners, apps or software. The coding is so robust that it is largely retained even when the image is changed, such as scaling, compression or colour correction.
Digimarc works by distributing redundant information across all parts of the packaging. This increases the reliability of the watermark, even if only part of the image is scanned or captured. The permanent repetition of the watermark allows for a high margin of error and makes it difficult to completely remove the embedded information without noticeably damaging the image. (For the example above, we have cropped a section of the packaging so much that the watermark is no longer fully contained and therefore cannot be decoded).
Another advantage of the process is that it can be applied to different types of media, from images to audio and video to printed material. This means that Digimarc can also be used to trace products, protect intellectual property and combat counterfeiting. In the case of printed products, the technology is primarily integrated into packaging or labels so that scanners in supermarkets or smartphones can identify the product quickly and reliably.
The strength of Digimarc lies in the inconspicuous but robust embedding of information without compromising the aesthetics or functionality of packaging, for example. Digimarc is also invisible to the eye in the proof, but can be easily read by software.
Digimarc digital proofs with verification of Digimarc information
The Digimarc information, such as the embedding of EAN and GTIN codes and URLs for packaging, is retained in Proof GmbH proofs. Thanks to our high-resolution proof workflows, the Digimarc information can also be easily read and verified from the proof.
Simply order a proof with UGRA/Fogra media wedge 3.0 and test report. If you would like additional Digimarc verification, you can simply order this in addition to the proof.
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