Our world seems inundated by video. Witness viral TikTok moments and the shocking hours of
human productivity they waste. It can be difficult for printed material to rise above the noise.
It is possible, though, to take print to a level that bridges the gap with video by using applications like Augmented Reality (AR). AR technology has been around for some time, but like all things digital, the techniques become more sophisticated and easier to use as time goes by.
Augmented Reality is about creating a link between print and digital. To activate AR, printers embed triggers in printed documents. Images come alive on the screens when a smart phone or tablet reads the triggers via an app. The AR software animates the content or renders objects in 3D. AR presentations can include visuals and sounds, creating an interactive user experience that is immersive and fun.
Augmented Reality uses are almost limitless:
- Posters advertising trade shows can link to videos of crowds; craft fair posters can make pottery, jewelry, or other creations appear in 3D; movie posters can preview a film
- Children’s books can make characters come alive to delight young readers
- Magazine covers can link to cover subjects moving or singing
- Car brochures can render a vehicle in an appealing 3D format
- Toy catalogs practically cry out for animation
- Packaging can offer animated instructions; a jar of tomato sauce can activate a video of a delicious pasta dish being prepared
- Travel brochures can unleash the appeal of those sunsets
- Textbooks can augment printed learning with visual aids and simulations
- Marketing collaterals can unlock rewards, promotions, or drive consumers to online destinations
Print in Motion
AR is a great way to inject a memorable, fun element into print with great benefits. For starters, any application that engages multiple senses produces better recall, greater staying power, and more resonance. An immersive experience that’s happier and more satisfying than a static one leads to longer engagement.
An AR enabled luxury car brochure can be a boon as an upselling tool, for example, if the client can visualize the sumptuous red leather interior. It also helps the car manufacturer stand out enough to tip the scales in their favor. Brand awareness never seemed this fun.
In education, AR can advance learning. Imagine visualizing the strata of a mountain as students read about geological formations. Consider how much AR could help students who learn visually or have reading-related conditions.
And let’s not forget that any print company capable of delivering all this for clients will stand out from the competition by miles.
Getting into AR
As with any product or service, it all comes down to a cost-benefit analysis. Printing companies have considerations to assess before jumping into AR with both feet. First and foremost, it’s important that this cool app adds value to the customer experience and leads users to the desired marketing goals. Otherwise, it can seem like just another gimmick that’s cool one time, but easily wears thin.
This is an evolving field with many platforms that can create AR content. Depending on the application, users must download the free app that triggers video activations. Sometimes, only the device camera is necessary to initiate the AR experience.
AR content development requires design ability and an investment in software. Printers can develop expertise by training a staff member or bringing someone new onboard who can navigate AR platforms and content execution. Some AR platform providers offer design and hosting services, making it unnecessary for printing companies to find and attract specialists on their own.
The world of AR is certainly compelling when used in the right way. As technology advances and AR content becomes easier to create and access, it blends the advantages of print and digital. Printers owe it to themselves to learn as much as they can about this exciting way to enhance printed materials. Research the various companies offering AR platforms and experiment with the products that best fit your applications and client base.