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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For Lens-FitzGerald, that's the biggest challenge faced by augmented reality and other forms of interactive print: The technology is, to borrow from Raimo's introduction video, magical—but it can't sustain itself on magic alone. For it to stay relevant, people need to keep using it. "The publishers, the marketers, the advertisers, need to ensure that all the experiences are up to par, are fulfilling a need, are fulfilling a wish (latent or otherwise) that the consumer has," Lens-FitzGerald says. "And that's where we have to get."
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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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