Augmented Reality for print

Augmented Reality: How it works?

Augmented Reality (AR) is a technology that allows digital elements (videos, images, links, 3D animations, etc.) to be displayed in the real world, in order to improve a user’s perception and interaction with his physical environment. The virtual dimension can be revealed through augmented reality glasses or through your smartphone’s camera.

This popular technology that allows faces to be adorned with animal masks and heads on Instagram or SnapChat mobile applications has been popularized by the famous mobile game Pokemon Go.

The “marker’s characteristics” in augmented reality

The interactive augmented reality layers displayed in the environment are called “augmentations”. To add these virtual items, as a graphic designer, you have to define a “marker” (poster, image…), which will be the trigger of the augmented reality experience. Once scanned with your smartphone, this marker will display your AR scenario. The most common markers are barcodes and QR codes, although they have a little graphic appeal.

Fortunately, technology evolves quickly, and it is now possible to transform any graphic image into a marker: poster, packaging, catalogue, newspaper… no need to tweak or modify the actual print itself, but you can now add an extra dimension to it with augmented reality. The use of markers allows you to contextualize your communication. Increase your physical supports with a specific goal in mind: create a link between a printed catalogue and an e-commerce website, between an advertising brochure and a video campaign, between product packaging and a gift set… etc.

The digital and print complementarity

The print market brings together everything that is printed, whether on paper or not, as opposed to the digital format. It encompasses all work from typesetting to printing, from advertising and commercial printing to magazines, books, catalogues, labels, product packaging, etc.

This sector is now being hit hard by the digital revolution. Indeed, the print has limits that are in conflict with the new media features, mainly Internet.

Printed materials New medias
Linear and unidirectional communication
Static contents
Absence or low interactivity
"Closed” and “non-contextualized” information
Passive” assessment
High opacity of the contents
Bi-directional and circular communication
Dynamic contents
high interactivity
Open” and contextualized information
Active pleasure
low content opacity
multimedia and cross-media

Augmented Reality allows print to enjoy a second life by setting a link between a physical medium and the digital world. In this way, we preserve all the richness and comfort of printed materials, with all the advantages of digital technology as a bonus.

Take advantage of both! Paper offers reading comfort while digital offers interactivity and responsiveness as well as statistics. These two media work together.

Scale up your brand

Create the customer experience of your choice: educational, practical, fun or commercial.

Augmented reality offers a new dimension to your marketing and communication plans but also to the very design of your products. New functionalities, new audiences… move up the range, gain market share, generate more sales.

Augmented reality is a free, fun, interactive and rich add on offered to your public. It also reconciles technophiles and technophobes.

Adding augmented reality to your printed material is easy: no need to modify your production line, integration can be done even after your content is printed. You probably already own all the interactive editorial content: video, website, social networks, photos, online games, 3D objects… you just have to link them to your printed materials.

As easy as a drag and drop, provide your creatives with our ARGO Augmented Reality Editor, or ask one of our partners to enrich your prints.

To go further

Dig a little deeper in our partners’ use cases