Design Cognition » Blog Archive » Layar app takes augmented reality packaging possibilities to next level - your packaging design, development & project management partner & consultant. Layar technology providing interactive packaging potential As technology gets ’smarter’, bandwidth increases and technology/internet converge, new possibilities will open-up in the packaging arena.
Imagine a world where you go to the supermarket, and via your phone you are able to download all sorts of useful information about the brands in front of you, download recipes, find out about special offers, simlar products and competitor packs. Now ‘hold’ that thought and take a look at this recent LAYAR VIDEO. Augmented Reality Packaging? Yawn. AR Interactive Packaging? Now That's Exciting. Lego turned heads last month when it used augmented reality technology on the side of its packaging to give shoppers an idea of what the kit inside can produce.
The boxes, created by augmented reality expert Metaio, interface with kiosks in Lego stores. Users hold them up to the camera and see an image of the completed kit seemingly pop out from the package. But that was then. Packaging and Augmented Reality: the Latest Brand Experience. By Andrew Davison, a digital media and social marketing specialist at Ziggurat Brands, London Augmented reality for those unaware is enhancing a real life view of something with additional, digitally generated input.
Augmented reality in a passive form has been around for some time, with one of its first uses being to project the ‘first down’ lines on television broadcasts of American football. Recent advances in mobile internet technology have turned people’s smartphones into the gateway to this new reality and allowed users to have control over the enhancements. It is this development that has spawned a new wave of software and services. This is great but what are the opportunities for brands?