VIRTUAL AND AUGUMENTED REALITY
Virtual and augmented reality (VAR) is not a new word or a new concept to us; we have come across these technologies for the past few years and it become more accessible to the public, and the libraries. Both these technologies are garnering intense interest in the fields of marketing, gaming, brand development, and entertainment.
In simple words, Virtual reality (VR) immerses people in experiences, with a lot of expensive technology such as headsets, whereas Augmented reality, usually starts with a real-life view of something (such as the camera of a mobile phone), and projects or inserts images onto the screen or viewer. Both offer an innovative way to immerse customers in an even more engaging, interactive and personal experience. And if you’re in marketing, the ability to show people what using a product is like is huge. But it’s easy to get confused by the terminology.
VIRTUAL REALITY
Virtual reality is a computer-generated simulation of an alternate world or reality, and is primarily used in 3D movies and in video games. Virtual reality creates simulations—meant to shut out the real world and envelope or “immerse” the viewer—using computers and sensory equipment such as headsets and gloves.
APPLICATIONS OF VR TECHNOLIGIES
SPORTS: It is also used as a training aid to help measure athletic performance and analyze their technique and improve further.
MENTAL HEALTH: This technology has become a primary method for treating post-traumatic stress.
MILITARY: The military in the UK and the US have both adopted the use of virtual reality in their training and it allows them to undertake a huge range of simulations.
FASHION: Virtual simulations of store environments can be extremely useful for retailers to design their signage and product displays without fully committing to the build like you would in the real world.
EDUCATION: Students are able to interact with each other and within a three-dimensional environment. They can also be taken on virtual field trips, for example, to museums, taking tours of the solar system and going back in time to different eras.
AUGMENTED REALITY
Augmented reality (AR) is one of the biggest technology trends right now, and it’s only going to get bigger as AR ready smart phones and other devices become more accessible around the world. Augmented reality is, in fact, readily available and being used in a myriad of ways including as Snap chat lenses, in apps that help you find your car in a crowded parking lot, and in variety of shopping apps that let you try on clothes without even leaving home. Perhaps the most famous example of AR technology is the mobile app Pokémon Go, which was released in 2016 and quickly became an inescapable sensation.
APPLICATIONS OF AUGMENTED REALITY
TOURISM: In the field of tourism, it helps in restoring historical sites by using mobile phone cameras, screen software and other technological means to integrate the real scenes.
ARCHAEOLOGY: It is used in archaeological studies to zoom in on relics in real landscapes to ensure that archaeologists can more accurately pinpoint their location.
PRODUCT DEVELOPMENT: It enables product designers to better improve the structure of products and make better comparisons through visual presentation.
MEDICAL: It more accurately locates the patient's surgical site.
MARKETING: It allows consumers to see everything about a product without opening its packaging. By scanning the product picture, we are not only getting the display of some information of custom options, but also get other picture information of the product.
DESIGN AND MODELLING: Furniture and housewares giant IKEA offers an AR app (called IKEA Place) that lets you see how a piece of furniture will look and fit in your space.
Both virtual and augmented reality, creates a value through personalized content and experience in day-to-day activities in various fields.
