by Adam Howard, Interactive Director
If you look closely at consumer packaging, magazines or any other printed material with a web address, you might notice the term “Augmented Reality.”
Wikipedia defines Augmented Reality (AR) as “a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery — creating a mixed reality.”
A complex example of AR would be a head mounted display that allows the user to view superimposed graphics and text. Remember RoboCop? Real-world AR technology hasn’t quite reached that level of sophistication yet, but AR on the web is presently mixing graphic elements (3D, Video, text, etc.) with live video footage to create a unique user experience. The final image is a taken with the user’s web cam and displayed on the web page, as opposed to a cyborg policeman’s digital visor.
Take a look at a Science Channel special on AR and how it’s being used to engage students.
Some web users aren’t sure what to make of AR. It’s a little far out, but depending on the success of AR on the web, it could be commonplace within the next few years. And with companies like Home Depot and Target using this technology to reach their audience, it’s gaining exposure fast. Here are some examples…
Home Depot Gift Card
Target Holiday Campaign
InStyle
Esquire
So what does this mean for you and your business? Well, that’s all part of the fun. There is no road map for how to use AR. Signal is seizing the opportunity to get creative and think of ways to engage your audience. Maybe you have a product that you’d like to showcase. You may have pictures of this product online, but the ability for someone to interact with a three-dimensional product could make a lasting impression.
Signal developed our own AR site to tie in with our 2009 holiday greeting card. If you’d rather get back to non-Augmented Reality, I understand. But if you’re interested in just a little more, check it out.
Have a great holiday and a happy new year!