Definition
Augmented reality (AR) is a technology that overlays digital content — an image, video, animation, sound or 3D model — on a view of the real surroundings, usually seen through a phone camera. Unlike virtual reality, the user still sees the world around them, and the digital layer adds to it.
How augmented reality works
- The camera captures an image of the surroundings.
- The software recognises a known image in it (e.g. a printed flyer), a face or a flat surface.
- The digital content is matched to the position and perspective of the object.
- The screen shows a combination of both layers in real time.
Today AR also works in the phone's browser (WebAR), with no app to install.
AR, VR and MR: what is the difference
| Technology | What the user sees | Typical device |
|---|---|---|
| AR — augmented reality | The real world with a digital layer added | Phone, tablet, AR glasses |
| VR — virtual reality | A fully digital world, the surroundings are blocked out | VR headset |
| MR — mixed reality | Digital objects that react to the real surroundings | Advanced headsets and glasses |
Examples of AR use in business
- Marketing and print — a flyer, catalogue, business card or greeting card plays a video.
- Packaging — instructions, a recipe, the product story or a game.
- Sales — a 3D product in the customer's home before purchase.
- Training — instructions and equipment models at the workstation.
- Culture and tourism — reconstructions and guides in museums.
How to get started with AR
The simplest start is to bring to life a material that already reaches your customers: flyers, packaging or a catalogue. Runvido prepares the idea, video, WebAR technology and print, so you don't need to build your own app or team.