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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"Hi, I'm Raimo, CEO of Layar, and this is interactive print," he says, making a sweeping gesture with his hands. "Magical, isn't it?"
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The man is Raimo van der Klein, co-founder and CEO of Layar, an international software company with headquarters in Amsterdam and New York City. And like I said, I'm not crazy: I'm at a Layar workshop, and I've been given a copy of Layared, the company's self-published magazine-slash-marketing-tool that serves as a demo of its augmented-reality (AR) offerings. After a quick briefing on how to use the app, I hold my phone over the magazine and tap the "scan" button, and the previously inanimate Raimo is replaced by a short video of Raimo digitally overlaid atop the actual magazine cover.
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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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