In recent years, we saw that virtual reality (VR) was used for everything imaginable, such as for entertainment, gaming, education, and so on. Someone might enjoy a favorite movie with a head-mounted display as if they were having a dinner with a beautiful actress or someone might explore a spooky cave with their headset. This trend does not only apply to VR, but it also applies to AR (augmented reality) and MR (mixed reality). VR? AR? MR? They are all confusing. So let me elaborate them one by one.
Virtual reality is an immersive experience created entirely from computer-generated content (CG). CG VR can be either be pre-rendered, making it not reactive. In this way, it is very similar to 360° video—or rendered in real time using a game’s engine.
Augmented reality is an overlay of content on the real world, but that content is not anchored to or part of it. The real-world content and the CG content are not able to respond to each other.
Mixed reality is an overlay of synthetic content in the real world that is anchored to and interacts with the real world. One example of MR is when a picture surgeon overlays virtual ultrasound images on their patient while performing a procedure. The key characteristic of MR is that the synthetic content and the real-world content are able to react to each other in real time.
This is where the industries are getting excited right now. Companies are trying to give their user the feeling of being in part of their brand view, instead of the world we’re actually in. A lot of companies have already employed these technologies for their advertising strategies such as IKEA, Mercedes Benz, Oreo, Toms, and much more. Below are some examples of these companies using this new technology for advertising.
As a graphic designer, we have to consider how graphics can interact with content in the real world more closely with this technology. This is an interesting progression of technology that changes the way graphic designers and other creatives interact with their clients as well as their audience. What’s next? Where will these advancements lead to? Let us know your opinion below!
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