What is augmented reality? What is the connection with printing?
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The reader may have heard the word "augmented reality", perhaps never heard of it, or may not know what it means. In short, readers of the printing industry should have some understanding of it. The original text of Augmented Reality is Augmented Reality (AR), a new standard for interaction between print and digital information that could revolutionize the way we interact with the world around us, including how vendors advertise to consumers. It uses a AR logo (picture 1 left) instead of a 2D motion barcode (Figure 1 right) to connect prints to the web for sale. Now let's see what AR is!
What is augmented reality?
According to the definition of the A Survey of Augmented Reality in 1997, the effect of AR must have three elements: combining virtual and reality; real-time interaction; 3D set. In this way, it is a technique of adding some additional images to the image in real time at the same position of the image through software processing after the image is attached or attached to the camera on the screen. The goal of this technology is to place the virtual world in the image. Interact with readers in the real world. This technology was published in about 1990. As the computing power of portable electronic products increases, the use of augmented reality is expected to become more widespread.
AR divides the information into several layers and then displays it in front of the reader in audio, graphics and animation through video live broadcast. It is a state of reality formed by software that is modified by software in a computer. This technology adds information, meaning and value in real time in the real world. The goal is to improve the world around us, blur the line between reality and virtual reality, and not just an animated film, because it is actually controlled by the user for each move. This technology is to enhance the advertising activities to make a wider range of applications, and even location services, to help users browse new places, provide more relevant experience, purely for the purpose of increasing fun and games.
If the user is searching for a new place in the world but doesn't understand the language there, here is a simple AR to solve this problem! Quest Visual has created an app called "Word Shot" that instantly turns your smartphone into a pocket translator. Just open the "Word Lens" app and point the camera on your phone to the text you want to translate. The text is immediately translated into English in real time (Figure 2), and you can see how incredible this technology is. Readers can refer to the following URL: http://j.mp/iMpUSg for details.
When smartphones are increasing, they will promote the use of AR in daily life and help the rapid development of this technology. In the future, under high demand, advertisers can let users control the reality. In the future, when selling Coca-Cola, will there be a certain pattern in the advertisement to generate the desire to attract consumers to buy the product? Now, augmented reality allows users to "exist" inside the print ads and sell the cans to consumers.
The history of AR
We believe that the term "augmented reality" was coined by Thomas Caudell in 1990 when he worked at Boeing, a technique used to help workers search for parts. Although that was 21 years ago, the first idea about AR dates back about 50 years. In 1957, film cameraman Morton Heilig created an emulator called "Sensorama", which is a device with pictures, sound, vibration and smell. Soon in 1975, Myron Krueger created a "Videoplace" that allowed users to interact with virtual objects for the first time. In 2000, Bruce H. Thomas developed ARQuake, the first outdoor mobile AR game, and in 2008, the "Wikitude AR Travel Guide" was first run on the G1 Android phone. In 2011, the Nintendo 3DS includes six AR cards, which can also be used to play a variety of small games, including 3D objects.
How does AR work?
In order to further understand how AR technology can achieve a combination of virtual and real, the first is that the user must watch through some devices. Most of the research is mainly through HMD (headgear type device). The technology is roughly divided into optical and video type. The former is a transparent device (such as Conan's glasses), which can be directly transmitted by users. This layer sees the real world image, and then there are some other projection devices that project the virtual image onto this transparent device. The other is an opaque device. The user sees the image that has been processed by the computer and has been combined with the virtual reality.
Since the head-mounted HMD was too troublesome and unpopular, it gradually began to switch to PC. In recent years, the popularity of smart phones has changed the overall picture of AR. Because the smartphone also has computer computing power, video recording, video display, and additional functions such as GPS, network connection, touch, tilt detection, etc., the price is gradually becoming civilian, so the research on AR on the smartphone platform More and more.
There are three components that must be used for the AR function: (1) content, (2) software, and (3) AR flag (as shown in Figure 1 on the left, used as a prompting software to display the correct 3D image). Then, after the user can hold the AR logo card printed on the paper and print it under the camera of the smart phone, the AR application in the mobile phone automatically attaches the content, so that the reader can see the feeling of depth, so the user can Move the image on paper to move in "real life." This technology can also be operated under a PC, only because the PC is cumbersome and inconvenient to move, and can only be used in fixed occasions.
AR application range
Mr. Andy Gstoll, Marketing Director of Mobilizy (Wikitude AR browser manufacturer in Salzburg, Austria) believes that the future of AR is based on a regional service. Whether through unknown areas or discovering new places in his own city, he points out that AR will help bring more value and meaning to the world around you. Gstoll said that AR can help provide solutions in the following three situations:
The user is looking for something special, such as finding a Thai restaurant or museum.
When users find things around them, they don't know what it is.
Users expect AR to provide more added value, including advertising, entertainment, teaching and more.
All three AR solutions use the AR user's smartphone or tablet computer to point the camera in the direction indicated, and after processing the software, the desired information can be obtained. (image 3)
Simply put, AR technology is to use the camera to shoot, and combine the real environment with the virtual environment, and can change the angle of view at any time, and then the virtual object can become dynamic in real time. Through these technologies, a lot of unimaginable Applications.
Application in printing
As the reader sees the augmented reality, although it is not suitable for the "advertising application" of the traditional scene, it has been used in many other industries.
It is very exciting to think about where and how to apply this technology in the near future. AR technology will be available from the books we read to the printed materials we read, the newspaper advertisements we see in the MRT system, and the consumers have great opportunities in the box of super-commercial products.
If it is not the author's profile printed on the back cover of the book, but an AR logo, when you hold the smart phone to align the logo, the author can lively display the 3D image on the screen of your mobile phone, or you can Are you surprised when you discuss the issue online with you? In addition, there is a lot of room to add value to the content, including embedding video clips in publications such as magazines, books, newspapers, etc., or connecting other messages, as in the Shakespearian text, built-in Coles Notes, a summary of the key points in pure English, and even a mobile drama to increase students' understanding and participation. This kind of dreamy use will enhance readers' interest and play an educational role. The biggest helper.
From a packaging point of view, packaging printers can also use special software to represent 3D images on the box. AR can also be used to increase consumer shopping desires, including providing more information outside of the printed package, including participation. Sweepstakes or watching live matches.
This technique is also very useful from the perspective of training print technicians. Whether it's digital or lithographic equipment, the use of key AR logos can also show the internal operation of the equipment, through the application of AR to enhance learning. By embedding digital simulations on real devices, you can use less resources to provide richer knowledge to speed up learning. The potential of augmented reality technology is unlimited, and future opportunities will be unfathomable.
Readers can type "AR Packaging Design Simulation" on the "YouTube" website for more details.
Application in magazines
Esquire Magazine is the first magazine to feature "Life, Breath, Exercise, Talk". The magazine is a technology-leading magazine industry (for example, the E-Ink version of October 2008), and the application of augmented reality technology to the "Best and Smartest 2009" version. Working with Digital Services (American Barbarian Group) and brainstorming the magazine's R&D team to unlock unheard of potential.
Once the reader has installed Gentleman's Augmented Reality Software (www.esquire.com/ar), simply place the AR logo under the camera to take full advantage of its unique features. The software will turn the AR mark read by the camera into augmented reality and display live real-time video on the screen.
What is important is that the gentleman magazine not only demonstrates this technology, but also truly demonstrates the function of augmented reality and increases the added value of the magazine's editorial content. Therefore, there is an opportunity to experience the experience of AR throughout the publication. By pointing the AR logo on the magazine cover to the camera, you can see the 3D image of Robert Downey Jr. sitting above the magazine. In addition, if you rotate the catalogue of the fashion store under the camera, you can also see that the model changes different clothes according to different seasons. All AR content is layered up by a high resolution camera and is a framed animation, then dedicated 3D software to ensure that users can interact with AR content from a variety of perspectives. The end result is that readers can tilt the magazine from right to left or top to bottom, watching Robert Downey Jr. tilt with them. AR technology is more realistic than virtual reality, because it is the real-life AR of video broadcast, not just the effect created by computer.
Readers can type the "Esquire AR" string on the "YouTube" website to see the AR effect of Gentleman Magazine.
Application on advertising
How does this technology apply to advertising in more industries? For example, the AR logo is printed next to the advertisement for Coca-Cola or vodka, so that consumers can get an extra experience from the smart phone. For some consumers, this can increase the desire to participate in the promotion. Coca-Cola's AR campaign is when a reader holds a smart phone at the AR logo on a print ad, it looks like the reader is holding a bottle of cola in the ad. In the limited edition advertisements introduced by vodka, when the reader pointed the AR logo on the advertisement with the mobile phone, the bottle cap was opened and seemed to taste a unique wine scent.
Augmented reality technology has more opportunities to combine various cross-media activities to do various activities. For example, Lynx's "Deodorant Angel" also includes TV commercials in the UK, and the "irrestopable fragrance" is distributed by Lynx products, so that angels can be reduced from heaven to call. The advertiser started this way, and in the busy Victoria Railway Station in London, the angel landed on the ground next to the consumer. As long as the passengers stand on the AR sign on the ground, they can see the angels landing on the ground and standing with them on the screen next to the large time display board, often giving passengers a "special" surprise. When some advertising agency Becca Sawyer saw this advertising campaign, he said: "We don't know whether it will be effective in terms of technology or people's reaction. Because, in such an occasion, we can handle such activities. I don't know if I can Attracting the masses and getting the desired results."
Sawyer believes that "augmented reality is the creation of relevant experiences in which people can interact and get illusions." This activity can only do this. Readers can type the "Lynx Effect on Victoria Station" string on the "YouTube" website to see the AR effect of a beautiful angel around an experiencer.
Application in car sales
Fiat automakers believe that traditional car sales are not suitable for young drivers in the new, high-tech era. In order to match their activities and increase their relevance in the target market, they created an AR application (called "Street Evo"), which allows users to scan the traffic signs around the city with AR. Technology to learn more about the more features of Fiat cars. The method of using a smartphone to identify these traffic signs is roughly the same as the QR code (through pattern recognition). When a certain type of traffic sign is identified, the consumer is informed about the relevant function of the car. For example, when a user scans a parking sign, the 3D animation on the smartphone displays the Fiat car's superior braking function. The combination of Fiat and the app encourages users to participate in the “Evo” campaign, scanning traffic signs more than a million times a week.
These are just a few of the thousands of examples of AR technology in advertising applications, but not all Augmented Reality applications have jaw-dropping scenarios. In fact, it takes a lot of effort to get the application of this technology to the point where it can be used to perfection.
Readers can type the "Augmented Reality _ Car DM Interactive Application" string on the "YouTube" website to view the AR effect on the car catalog.
Geographical application
Take the example of a Layar real-world browser for AR applications, the purpose of which is to enable users to discover the information around them. The app displays several specific "layers" on a smartphone to display specific locations within a specified field of view. The catalogue includes more than 1,500 searchable layers to explore the world with exploration, including "free travel", "food and beverage" and "100 years of the city". Even though the Canadian government's "action plan" is to go into high technology, it provides a plan of action that is linked to a radius of 5 kilometers. When the user makes a 360-degree rotation, it displays a projection of each direction they are facing. In addition, if you are interested in visiting the site, you can also use the iPhone's map app, and then you can make a variety of turns to know the scene for navigation when driving, walking or taking public transportation.
Are you looking to buy a house in Kaohsiung? Don't know where to start? With the Taiwanese version of Layar's real-world browser application, you can find the street view of the place you want to buy on your smartphone and interact with your surroundings. Once the smartphone points in the direction the user wants to see, the indicator will appear in the location of the house to be sold. Potential homebuyers can set their purchase parameters (price range, radius of the location, etc.) and perform a full 360-degree rotation to see all the attributes on the market. With this information, you can click on the attribute of interest to get more information, or you can talk directly to the real estate agent by phone.
Similarly, "LookBackMaps" is an application that overlays old city images on new smart phones to help the public participate in exploratory historical education. Once the user is in the right position, an image of a translucent position can be called up to cover the immediate video being shot on the smartphone. When we were young, we had to walk to the school to go uphill to observe the terrain. Now we can use AR technology for the field view!
Mobilizy marketing director Andy Gstoll explained: "We firmly believe that after 2-3 years from now, perhaps longer, mainstream consumers will be able to use their mobile phones to order buildings, products or someone, and they will be able to show off on mobile phones. The characteristics of these objects or characters. Gstoll acknowledges that there are also many privacy issues. The location-based AR technology will be the next wave of information revolution from the standpoint of international expansion."
Readers who want to know more about this application technology can view the AR effect by typing "Augmented Reality Learning Media, The Earth's Structure Prototype" on the "YouTube" website.
Application in education and training
Augmented reality is also very suitable for education and training, increasing students' coherence and thinking. For example, a health care professional (HCP) can download a medical emergency application during training, and then students can gain insight into options for treatment options in an emergency, including tracking patterns, to help simulate the correct process. 3D simulation shows how and where to perform the correct process (such as cardiopulmonary resuscitation). Students can record their own exercises and then overlay the 3D imitation layer above their practice to find any errors. The use of AR at this time can deepen the understanding of the topic and gain a more meaningful learning experience.
A bold AR user decided to test the limits of this technology. He tried to apply the Nintendo 3DS game card to his arm. As a result, the handwriting was quite clear. When the camera was aimed at his arm, he could correctly understand Nintendo. 3DS logo and display the corresponding graphics. The effect is fascinating, and the characters and animations seem to pop up from the player's arm.
There is also a lot of room for children's education, such as animal books, children can see a variety of 3D animals from the computer screen, hear the sounds of these animals, or walk the way, let children quickly understand and understand these animals The characteristics of the same, but also enhance the interest of learning. Readers can type in the "Interactive Game Book" string on the "YouTube" website to learn about the fun of such interactive books.
Conclusion
After reading the above statement, the reader may ask if it is so good, why not every book or magazine is used in it? So how can the printing industry cooperate to make this innovation? The answer is that this technology is still in its infancy, and AR production companies are not so common. Although it is a bit complicated, it involves expensive software development and maintenance costs. Maybe after a few years, when AR has undergone a lot of development, Will enter the practical and promotional phase.
The author once called a software company in Taipei (Abbott Dentsu) to ask about the price of a customized software. The company said that because of the complexity of the software code, plus the AR logo or image card Coordination, it usually takes months or even longer to write a program to complete this complex interaction, so the price will become quite high, from NT$100,000 to several hundred thousand to see the complexity of customer requirements. Therefore, not every software company can easily complete this creation, I believe this is the main reason why it is not very popular. Although the situation is not very favorable to the printing industry, it is still good news for the printing industry. As long as the industry is enthusiastic to participate in the in-depth discussion of this technology, it will also undertake this additional business in addition to the book or magazine printing business. When the cost of the product is not high after the production, it is believed that it will still bring a little wealth to the industry.