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While Augmented Reality (AR) has been bubbling under the surface of the mainstream for years, it is undergoing a recent resurgence of focus and innovation with studies showing that Augmented Reality will become a mainstream $200 billion industry by 2022. This will have a global effect transforming how many companies capture and process information.
To tap into this huge market, we need to understand what AR is and the benefits it can bring to many industries. The term “augmented reality” was created by researcher Tom Caudell in 1990. It is defined as a false view of the world created by computer-generated images, in real time. It transforms volumes of data and analytics into images that are overlaid onto the real world. This artificial view of the physical world is growing to become a part of daily life.
Over decades AR has transformed from projectors and video cameras to applications delivered through modern wearable devices such as the Microsoft Hololens, Google Glass, Solos and Optinvent Ora-2. It is gaining remarkable traction in consumer markets and is impacting industrial settings and industries such as aerospace, automotive, education, healthcare, marketing, skill trades, real estate, journalism, and retail.
Many mobile users are experiencing forms of AR daily with mobile applications such as Snapchat, Instagram, Facebook, and GPS. Snapchat has been immensely popular and an everyday application for users as well as advertisers. For Snapchat to have implemented this form of technology, it combined two features: the Bitmoji and AR itself by giving the users an opportunity to project images into the real world through the mobile device’s camera.
AR technology grows out of the way humans process information. The ability to comprehend knowledge is limited by our neural capacity, it is described as a cognitive load. Reading instructions in a manual creates a cognitive load because the process to comprehend is longer; letters are processed into words and then the words are interpreted. A good example of this is GPS navigation. Dependent on the mobile device being used while driving, the user will have to perceive the information from the screen, memorize the information, translate the information to the real world, and follow the directions all at the same time. Using AR technology with the GPS Navigation is safer than traditional navigation applications. The AR technology is used to display information on the windshield and enables drivers to see and absorb information without having their eyes leave the road. Removing that distraction improves driver safety and results in fewer missed turns.
In order to demonstrate some of the capabilities of AR, we have made this page interactive. Using the GRAFX CO. Augmented Reality App, please explore some of the examples we have put together. Up first is an example of bringing AR into the traditional print and billboard media arena. With AR not only can companies use their traditional design skills and regular media outlets, but also enjoy the value of adding animated content as an extra. Using tourism as a base, these animated travel posters show the tip of the iceberg when it comes to embedded content. Embed a full animated or live-action commercial into your traditional print media and enjoy the best of both worlds. The travel posters above and below are some examples of this in action.
When we look at the physical world, we are constantly absorbing a tremendous amount of information. AR can help to eliminate the dependence and comprehension on a complex 2-D information format. It improves the ability to absorb information making it easier and faster, increasing the speed of the decision-making process. The user will be able to understand and apply information to the real world faster and more efficiently through AR technology.
There are many aspects in our daily lives to which AR can be applied and effectively improve workforce productivity. The critical functions we experience in the workforce include instruction, training, and coaching. For many industries, these functions are costly and labor intensive. Written instructions are hard to comprehend, instructional videos don’t include interaction, and private training is expensive. These issues would be solved through AR by providing real-time and on-site visual guidance on tasks. Through AR, complex 2-D documents can become interactive 3-D holograms where the user can walk through and receive step-by-step instructions. AR technology bridges the gap between the digital and physical worlds. It helps enhance a human’s own capabilities, makes training more comprehensive, and can even create new revenue.
Below we have included an example of Real Estate visualization. On the left is a traditional architectural render. Whilst nice to look at, it only gives the client an idea of how the building will look from one specific angle. On the right using the floor plan of a new build, the architect and clients can see the full building, from the foundations to the plumbing, before the first concrete is even poured. From a humble utility shed all the way to the largest skyscrapers, buildings of all sizes and uses can be displayed using AR.
Here is an example of how AR can be used to augment traditional packaging of a physical product with virtual 3D elements. No longer confined to the original image, full commercials, upcoming or active promotions, or even important safety information can now be displayed virtually, overlaid on the product. The second image shows how an AR packaging campaign can easily be adapted for different countries and languages.
Why should slick logo animations be relegated to the domain of movie production companies or online marketing? Below is an example of how AR can be used to animate the logo of a company on brand materials such as business cards, letterheads, signboards, etc., bringing them to life and adding another layer of sophistication to your brand.
One of the challenges companies face today is the process of onboarding new recruits. The onboarding experience can be significantly improved for employees and the company with the use of AR. Employees have instant access to introductory walkthroughs, tech and HR assistance, and access to any company installation across the globe. The user will be able to interact during the walkthroughs and attend welcome speeches from the CEO, HR, department heads etc. Daily instructions such as which line to choose to call a colleague, when to have lunch, what to do in case of a fire emergency, and the rules and regulations of the company can all be explained through equipment such as the Hololens. This kind of technology creates infrastructure for candidates to experience and interact with the company’s culture, documentation, and facilities on their own personal timetable.
Employees can experience training regardless of location or access to experts, while costs of travel and training itself remain much lower. Overlaid schematics can bring employees up to speed on basics without the extra cost of flying experts to them. In those cases where experts are called for, less experienced employees can be given in-depth instructions and advice, instantly following visual prompts and audio instructions without the need to translate dry, often out-of-date technical manuals.
Whatever your requirements, whether you need a fully branded AR app, an AR marketing strategy, a custom VR scenario, or even if you just have questions about the potential of AR/VR for your brand, we can help. With a fully committed team of creatives and techs, nothing lies beyond the realm of possibility. Welcome to the future of interactive marketing. Welcome to your own DREAMSPACE.