WHAT IS PHYGITAL DESIGN, AND WHY IS IT EVERYWHERE RIGHT NOW?

Summary from the TLDR Design newsletter

Phygital design — the blend of physical and digital experiences — is transforming how brands engage consumers, turning everyday objects like packaging into interactive, immersive touchpoints without the need for apps. Once a marketing buzzword, it has become a strategic necessity driven by technological advancements, hybrid lifestyles, and new EU legislation that demands more accessible, transparent, and engaging product interactions.