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 in a more accessible way through your smartphone’s camera.

Very popular, you should be familiar with this technology that is applied on Instagram or Snapchat filters to modify faces, or maybe you hunt some Pokemons in the real word with the famous Pokemon GO mobile game ?

Augmented reality is a technology characterized by 3 elements: combination of real and virtual, real-time interaction and 3D recording.

The “marker’s characteristics” in augmented reality

Any augmented reality scenario that you add in the virtual world is called an “augmentation”. It is possible to define a marker, which will be the physical visual element to be scanned to trigger the augmented reality interactions on your smartphone. The most widespread markers are barcodes and QR codes, but they have a little graphic appeal.

Technology has evolved, today any image can become a marker: a poster, a packaging, a catalogue, a newspaper… no modification of your image or graphic creation is required. Your physical visual remains intact but you can now give it life in 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 printcomplementarity

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 materialsNew 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 the best of both! Paper offers comfortable reading and confidence in the content delivered. Digital promises interactivity and responsiveness, and also generates statistics. These two media work together and form a virtuous combination.

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 offered as a free, fun, interactive and rich complement, a high added value service offered to your public. It also reconciles technophiles and technophobes.

Adding augmented reality to your printed material is very easy to implement: no need to modify your production line, integration can be done even after your content is printed. You probably already have all the necessary interactive editorial content: video, website, social networks, photos, online games, 3D objects… all you need to do is integrate its into your print campaigns.

As easy as a drag and drop, give your creatives our ARGO Augmented Reality Editor, or ask one of our partners to enrich your print communications.

To go further

Use cases and augmented reality examples