Trends in Interactive Media: AR codes
With the 2015 Ikea catalogue app customers will be able to see how different sofas, chairs and beds would look like in their rooms simply by using their phone camera.
What is the technology behind it? It's called AR or Augmented Reality codes. AR codes allow for digital sensory data to be layered onto real life through the use of apps on smartphones. Basically AR codes are meant to enhance the perception of reality, whether with visuals, audio, 3D images or other graphics.
The first AR codes were introduced in military and medical training: in combat, AR served as a communication system that renders useful battlefield data onto a soldier's goggles in real time.
There are big opportunities for AR codes in commerce because the technology allows consumers to interact with creative advertisements and helps them to visualize the product.
The luxury fashion retailer Karl Lagerfeld created AR storefronts in Paris, New York, London, Munich and Sydney to promote his new collection.
After downloading the Net-A-Porter Karl app, customers who turned up at stores could activate an Augmented Reality shopping experience by pointing the camera at the various pieces in the window, revealing 360 degree product models, video catwalk showcases, product information and pricing.
Google used Augmented Reality technology in its Google Glass (wearable computer with a head-mounted display).
Google Glass took a step further the idea that the Internet and computers will be accessible anywhere at any time without having to use hands. Google Glass displays information in a smartphone-like hands-free format. It can interact with the Internet via natural language voice commands, and uses Google’s Android operating system.
Another AR product of Google is called "Google Sky Map app". The next time you're lying under a clear sky on a starry night and happen to spot a constellation, there is no need to wreck your brain to identify it. All you need to do is download the augmented reality app and point the camera of your smartphone towards the sky. The Google Sky Map will help you to identify the constellation and know everything about it.
To sum up, AR is gaining traction amongst both consumers and companies and will continue to rise in 2015. And it’s very understandable why. By using audio and visual media, AR codes provide a different perspective of the physical world around us; the line between what’s real and what’s not starts to evaporate. It is the newest trend to provide information in an interactive way, providing limitless possibilities for brands, retailers, gamers and developers.
