Is augmented reality such as Layar Vision the future of print?
Last week I blogged about eBay’s QR code store opening in London in December. Certainly this seems like an excellent use of QR codes and one that may well have a strong future in retail, but is the future of QR codes as strong in print?
The end of QR codes in magazine advertising?
We’ve more frequently started to see these square codes in magazines as part of adverts, but can this can only go so far. You often don’t know exactly what site you will be visiting when you click on the QR code with your smartphone, and – even in spite of some lovely QR code designs – they don’t actually look that good, especially when they are surrounded by a particularly nicely designed magazine; they can often look out of place.
Layar Vision could be pivotal for the future of print, helping to keep print strong while combining the medium with the ever omnipotent virtual world.
The app allows readers to access further information from key parts of the magazine without the original design or layout requiring any changes or adaption. Layar functions by recognising real world objects and displaying digital experiences on top of them, increasing the reader’s access to information and enhancing their experience.
The beauty of this app is that it adds value – both by way of experience for the reader, and financial value for the advertiser – without compromising on style or quality.
Linda, a Dutch magazine, is the first magazine to use Layar Vision. To add value and enhance its content, Linda adds unique backstage video footage of the cover shoot, links to sites selling the fashion featured in the articles, and the option to book a test drive for the advertised cars.
Linda magazine state, “Now with Layar it’s possible for the first time to make a real connection between print and digital without the ugly QR codes in your magazine. Layar adds an extra layer with groundbreaking opportunities for readers and advertisers bringing the magazine alive.”
We’re looking forward to seeing more of this use of AR in other magazines in the near future.