Augmented Reality (AR) is a hot topic, but one that has for some time been considered too futuristic and advanced for us tech followers to get on board with. However, AR is now becoming more real thanks to some well known companies using the technology to their advantage.
Augmented Reality Application - Image Courtesy of Wikimedia
Augmented Reality works on the basis that elements from the physical real world are combined with virtual computer-generated imagery thus creating a mixed reality. By using this advanced technology, the information that surrounds us in the real world can become interactive and easily used digitally.
AR is interactive in real time and registered in 3D, therefore we can harness this technology without difficulty into our everyday lives. We can now see AR being used in sport, film, documentaries and video games. The technology can enhance our viewing pleasure for entertainment, as well as supporting medical advancements by applying the technology for medical diagnostics and surgery.
AR usage is vast. It can be seen being used in advertising, navigation, architecture, music and entertainment and by the military and emergency services. There is lots of fun to be had from the tech as well. Cannon have recently developed a head mounted display which was used at a virtual reality expo. Check it out…
Magazines are jumping on board as well. T3 recently joined forces with LG and used AR technology to promote both themselves and the new blockbuster movie Avatar. Esquire magazine sent Robert Downey Jr into a spin by using his physical being and combining it with AR; both fantastic methods of marketing. And of course, it’s no surprise to find out that Apple are also combining Augmented Reality tech into their products as well. Need to find a tube station? Then download this app……
We realise the potential with AR technology and we are excited to see it being used effectively in/with product design. We would also relish the opportunity to have a ‘play’ and see what we can create, however to apply this type of tech we need a hefty processing unit and incredible amounts of RAM so for the moment, we’ll leave it to the experts and watch from the sidelines!
