Augmented reality (AR) is a technology that integrates digital content into the real world, creating new, interactive experiences. Unlike virtual reality (VR), which creates a completely virtual environment, AR supplements physical reality with virtual elements such as images, text or animations. Whether in advertising, gaming or online shopping - AR has now arrived in many areas of our everyday lives and opens up completely new opportunities for companies to reach their target groups.
In this article, we explain exactly what augmented reality is, how it works and show practical examples as well as an outlook on future developments.
Augmented reality describes the merging of the real and digital worlds. Virtual content - such as 3D models, animations or information - is superimposed on the physical environment in real time via cameras or displays.
The origins of augmented reality date back to the 1960s, when the first simple systems were developed. The first commercial spread took place in the 1990s, when AR was used for television broadcasts to provide additional information at sporting events. With the spread of smartphones, which have high-performance cameras and sensors, AR is now easily accessible and is used in a variety of applications.
With AR, users can therefore continue to see their environment while it is enhanced with virtual content - a major advantage over VR, which completely replaces the real world.
Adding virtual elements to reality is not that easy. You need devices that can recognize movements and perceive the environment. They must also be able to display the extension convincingly. All of this has to happen in real time and without any noticeable delay for the user.
The hardware components for augmented reality (AR) are crucial for the user experience. The most important devices include AR glasses, smartphones and tablets. AR glasses offer the advantages of a hands-free experience and deeper integration into everyday life.
There are various AR glasses on the market, including the Microsoft HoloLens, Magic Leap One and the Vuzix Blade. These glasses are designed for different applications, from entertainment to professional and industrial use. The Microsoft HoloLens, for example, is particularly suitable for industrial use as it offers functions such as mixed reality and remote support.
The cost of AR glasses varies greatly depending on the model and functions. Simple models such as the Vuzix Blade can be around 800 euros, while high-end models such as the Microsoft HoloLens 2 can cost several thousand euros. It is worth noting that the Microsoft HoloLens, a former frontrunner in the AR glasses industry, is no longer in production.
The Meta Quest 3 is primarily VR glasses, but it also supports some AR functions. They are not specifically designed as AR glasses, but their cameras and sensors make it possible to create augmented reality experiences.
In addition to glasses developed specifically for AR, there are also devices such as the Meta Quest 3, which are primarily VR glasses but also support some AR functions. This combination enables users to have both virtual and augmented reality experiences, opening up new application possibilities.
However, one advantage of mixed reality glasses is the price. The passthrough technology makes these glasses much cheaper than high-end models such as the Magic Leap One.
AR with an app and Web AR are two ways to experience augmented reality content on mobile devices. The use of augmented reality apps requires the download and installation of a special app on the device, while web AR can be accessed via a browser.
Using AR through an app usually provides a better and more immersive augmented reality experience because the app is tailored to the specific device and its features. The app can also access the device's collected data such as GPS, camera, accelerometer, and more to create a richer AR experience.
On the other hand, Web AR has the advantage of not requiring the installation of a dedicated app, making it more accessible. Web AR can also be launched directly from a website, making it easier for marketers or developers to create and share AR content.
There are a variety of AR frameworks that help developers create and deploy AR content. The cost of AR frameworks can vary depending on the framework, licensing model, and project requirements. Some AR frameworks are free and open source, while other frameworks require licensing fees or subscription fees.
Here are some popular AR frameworks:
There are also frameworks that are based on WebAR are specialized
The application areas of AR technology are very diverse and range from the entertainment industry to medical care. Here are some examples:
AR has established itself in numerous industries and offers a wide range of use cases. Here are some of the best-known examples:
1. snapchat filters and social media:
Social media apps such as Snapchat and Instagram use AR for filters that allow users to change their appearance or try out interactive effects. This is an effective marketing tool for companies to present products creatively.
2nd IKEA Place:
The IKEA Place app allows users to virtually place pieces of furniture in their own rooms. This AR application helps customers to make purchasing decisions faster and more confidently.
3. Pokémon GO:
The popular mobile game shows how AR can be used for entertainment. Players search for virtual Pokémon in the real world - a global success that impressively demonstrated the possibilities of AR.
4. marketing and advertising:
Many brands use AR to create interactive experiences. Virtual try-ons for clothing or make-up are now standard for major fashion and beauty brands.
5. education and training:
AR is increasingly being used in schools and companies to provide practical learning content. Medical simulations or technical training are particularly effective here. One example is the anatomy app Augmented Anatomy.
The future of augmented reality is promising. Here are some of the developments that await us in the coming years:
Augmented reality has changed the way we experience the world. It creates a bridge between the real and virtual worlds and opens up countless opportunities for companies and consumers. Whether for marketing, education or entertainment - AR offers real added value that will become even more important in the coming years.
For companies that want to stay innovative, now is the perfect time to invest in augmented reality and inspire their target groups in a completely new way.
Augmented reality (AR) means "extended reality". It is a technology that integrates digital content - such as text, images or animations - into the real world, thereby creating interactive experiences.
Augmented reality works through a combination of devices such as smartphones, tablets or AR glasses and software such as ARKit (Apple) or ARCore (Google). Tracking technologies such as GPS or SLAM help to display digital content in the right place in the real world.
Augmented reality adds digital content to the real world, while virtual reality (VR) creates a completely virtual environment that blocks out the real world.
The most important advantages of AR are:
AR is used in numerous industries, including:
One well-known example is the IKEA Place app, which allows users to place furniture virtually in their home. Pokémon GO, a game that integrates digital Pokémon into the real world, is another popular use case.
Are you interested in developing a virtual reality or 360° application? You may still have questions about budget and implementation. Feel free to contact me.
I am looking forward to you
Clarence Dadson CEO Design4real
