This semester I wanted to look more into the AR in relation to packaging, but then I thought it might be useful to look at AR design and marketing in more general way. What is there to explore, what is there to improve, and what is there to discard?
With this in mind, I mapped an overview of existing AR practical applications:
- Retail and E-commerce
Virtual Try-Ons:
AR allows customers to try on clothes, accessories, and even makeup virtually. Brands like Sephora and Warby Parker offer AR apps where users can see how products look on them before making a purchase, enhancing the online shopping experience and reducing return rates.
Product Visualization:
Companies like IKEA and Amazon use AR to help customers visualize how furniture and other products will look in their homes. By overlaying 3D models of products into real-world settings via smartphone cameras, customers can make more informed purchasing decisions.
- Education and Training
Interactive Learning:
AR brings educational content to life, making learning more interactive and engaging. Apps like Google Expeditions allow students to take virtual field trips and explore historical sites, the human body, or outer space with AR overlays providing detailed information.
Professional Training:
In fields such as medicine, aviation, and engineering, AR provides realistic training simulations. Medical students can practice surgeries on virtual patients, and pilots can train using AR-enhanced flight simulators, improving skills without the risks associated with real-life training.
- Healthcare
Surgical Assistance:
AR is being used in operating rooms to provide surgeons with real-time, 3D images of patient anatomy overlaid on their bodies. This helps in precision and reduces the risk of complications. Companies like Medivis are pioneering AR solutions in this field.
Patient Care:
AR applications assist in patient education by visualizing complex medical conditions and treatment plans. For example, AR apps can show patients what will happen during a procedure, easing anxiety and improving understanding.
- Real Estate
Virtual Property Tours:
AR enables potential buyers to take virtual tours of properties from anywhere in the world. Apps like Zillow and Realtor.com offer AR features that overlay property details and interactive elements on top of real-world views, enhancing the home-buying experience.
Interior Design:
Real estate agents and designers use AR to show how different design choices would look in a space. This helps clients visualize renovations or furniture arrangements, making it easier to finalize designs and speed up the decision-making process.
- Gaming and Entertainment
Immersive Games:
AR has revolutionized gaming by creating immersive experiences that blend the virtual and real worlds. Games like Pokémon GO and Harry Potter: Wizards Unite use AR to place virtual characters and objects in real-world locations, encouraging players to explore their surroundings.
Interactive Storytelling:
AR is also used in interactive books and experiences that bring stories to life. For example, AR-enhanced children’s books use animations and sound effects that respond to the physical book’s pages, making reading a more engaging experience.
- Travel and Tourism
Guided Tours:
AR enhances travel experiences by providing interactive guided tours of historical sites, museums, and cities. Apps like AR City and Google Lens offer detailed information and visual overlays on landmarks and attractions, enriching the visitor experience.
Navigation:
AR navigation apps help travelers find their way in unfamiliar places. AR directions superimpose arrows and information onto the real world, making it easier to navigate complex environments like airports or large cities.
- Marketing and Advertising
Interactive Campaigns:
Brands use AR to create interactive marketing campaigns that engage customers in new and exciting ways. For instance, Pepsi’s AR bus shelter campaign surprised commuters with 3D animations, and Burger King’s AR app lets users „burn“ competitors‘ ads to reveal discounts.
And finally – Enhanced Product Packaging:
AR transforms product packaging into interactive experiences. By scanning packaging with a smartphone, consumers can access additional content such as games, videos, or detailed product information, enhancing brand interaction and loyalty.
And so the versatility and potential of Augmented Reality are evident across numerous applications, making it a powerful tool for innovation and engagement. As AR technology continues to evolve, its integration into various aspects of our daily lives will likely increase, offering even more creative and practical uses. Whether in retail, education, healthcare, or entertainment, AR is set to reshape our world, providing richer and more interactive experiences.
