Augmented Reality & the Future of Printing
Interactive print is blurring the line between paper and digital media. But does it work for printed and promotional products—and is it here to stay?
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Sean Norris
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I'm envisioning a day where a digital King Kong, planes circling above his head, scales my milk carton like it's the Empire State Building as I eat breakfast. But we're not quite there yet.
Still, there are at least a few instances where augmented reality has already been used in ways the print and promotional products industries could look to co-opt. Lens-FitzGerald's business card is Layar-enabled (scanning it loads up a Layar demo video and buttons linking to Lens-FitzGerald's Twitter, LinkedIn, email and phone number). Heineken has used AR on its coasters and bottle labels. Starbucks has used AR on its holiday cups. Essentially, any product with a surface flat enough to print on can be enabled with augmented-reality features.
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Sean Norris
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Sean Norris is editor-in-chief for Promo Marketing. Reach him at snorris@napco.com.
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