Lu Lizhe: Can AR open the window of the new retail printing business?
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Seeing the world, in fact, light enters the eye through the pupil, and the signal received by the optic nerve is transmitted to the brain to analyze what it is. The information transmitted through the optic nerve is no longer light, but chemical electronic information. Simply put, the cranial nerve is analyzed based on the information received, and it is judged by the simulation in the experience database.
If you see a cat for the first time, you don't know that it is a cat. You have to learn the characteristics of the cat before you know the cat. The external world's scenery is only the result of the interpretation of the neural information by the mind. Virtual Reality (VR) is the use of technology to create information that simulates specific scenes, to mislead human vision and perception experience. People mistakenly think that they are immersive, but these live scenes do not exist in the real world.
Advertising and video games are good scenes for VR applications, as if the game character you interacted with is on the opposite side, the landslide or the turbulent feeling is happening at the foot, compared to the 2D or 3D visual effects rendered using the screen. VR, of course, is more attractive to users of the game or to the audience of the advertisement.
VR changes the visual and auditory perceptions of the listeners. It must rely on specific electronic devices. It must rely on the surround sound of mobile phones, computers or showrooms, as well as projection equipment to stimulate the senses. It is difficult to connect directly with printed materials. There is no intersection with printing. At most, print advertising flyers help promote virtual reality products or programs.
Argument Reality can be regarded as a form in the VR category. The software uses the image captured by the camera to recognize the trigger image symbol. Different trigger images are like different QR codes and are connected to different computer servers. Trigger a specific software program, add virtual content to the played media (video), and assist in the efficiency of information transfer.
AR has a long history of development and is widely used in the broadcast of ball games, such as the "good ball" on the screen, the "10-yard line" of American football, and the eagle-eye simulation ball of tennis and badminton in the air. "Track" to help the referee determine whether the ball's landing point is out of bounds.
The new AR application is unrelenting, and only your imagination is its limit.
The famous American youth community website Snapchat, users can use the AR function to bring their own expressions to the real world, combined with shared photos or videos to express their creativity.
The latest version of the iPhone's ARKit platform allows Snapchat users to use this image filter to turn the sky in a photo or video into a lake; or to turn the lake into a starry sky.
AR is also used to assist retail marketing. BoyMealthes installs a dressing table for department stores. When guests stand in front of the mirror, they can see their own different angles in the mirror (on the screen) without actually trying on the clothes. Effect.
In some city tour guides, travelers can pick up the tour information from the street view video that is being filmed. The signboard on the front turns right to the bus stop, or 200 meters ahead, there is a bathroom...
Foreign printed recipes combined with AR technology, using the mobile phone to scan the dish name or pattern on the recipe, you can see the translation of foreign languages and the introduction of foreign spoken language.
The famous Augment software company, an AR program to help the home sales company, as long as the camera is used to scan the floor plan of the house, the AR displays the three-dimensional perspective of the house on the top, helping the house to sell, without having to go to the house to see the house, but also to explain the house. Features.
Augment has a display app that allows merchandisers to easily arrange or plan the placement of the shelves in the retail store, previewing the effects of the shelves or goods on the screen, without having to move the shelves.
AR can use a variety of virtual effects to attract attention, like IKEA selling furniture using APP to take pictures of your home, you can feel the feeling of different furniture in the corner of your living room, find the most satisfactory furniture on the screen of the mobile phone Only place an order to buy.
New retail uses big data combined with chain retail stores. The more chain retail stores, the higher the valuation, a new retail store must provide more product choices, but also to pursue zero inventory. Make good use of AR and prints to meet the needs of this new variety of printing customers.
Referring to the above-mentioned AR help shelf display, if the printing factory provides shelves with advertising billboards and AR tools to help arrange the goods on the shelves, it can not only help the store to find a good location for the shelves, but also have advertising billboards. The goods attract the attention of customers.
The future is the stage for new retail. In the new era, we have to use new methods to do printing business.
These new announcements that open a retail of 1,000 or 10,000 stores are clearly the big customers of future printing. The new retail is characterized by the use of offline portal services for the last few miles of guests, prints or the most important marketing medium for the store. The single printed leaflet service is of course not competitive, if it can solve the pain point of the new retail – marketing promotion ( The AR application of prints and storefronts (the efficiency of the use of storerooms) has a selling point for large customers such as new retailers.