Search results for: architectural design augmented reality

Authors: Larissa Negris de Souza, Ana Regina Mizrahy Cuperschmid, Daniel de Carvalho Moreira

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Augmented Reality (AR) alters the elaboration of the architectural project, which relates to project cognition: representation, visualization, and perception of information. Understanding these features from the earliest stages of the design can facilitate the study of relationships, zoning, and overall dimensions of the forms. This paper’s goal was to explore a new approach for information visualization during the early stages of architectural design using Augmented Reality (AR). A three-dimensional marker inspired by the Rubik’s Cube was developed, and its performance, evaluated. This investigation interwovens the acquired knowledge of traditional briefing methods and contemporary technology. We considered the concept of patterns (Alexander et al. 1977) to outline geometric forms and associations using visual programming. The Design Science Research was applied to develop the study. An SDK was used in a game engine to generate the AR app. The tool's functionality was assessed by verifying the readability and precision of the reconfigurable 3D marker. The results indicated an inconsistent response. To use AR in the early stages of architectural design the system must provide consistent information and appropriate feedback. Nevertheless, we conclude that our framework sets the ground for looking deep into AR tools for briefing design.

Keywords: augmented reality, cuboid marker, early design stages, graphic representation, patterns

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Authors: Sara Namdarian, Hafez Salleh

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This paper scrutinizes the circumstances of the application of Augmented Reality (AR) technology to enhance the adaptability of architecture classrooms in private Malaysian university classrooms. This study aims to indicate the constraints of mono-functional classrooms in comparison to the potentials of multi-functional classrooms derived from AR application through an exploratory mixed method strategy. This paper expects to contribute towards recognition of suitable AR techniques which can be applied in the development of Adaptive-AR-Classroom-Systems (AARCS) in architecture classrooms. The findings, derived from the analysis, show current classrooms have limited functional spaces, and concludes that AR application can be used in design classrooms to provide a variety of visuals and virtual objects that are required in conducting architecture projects in higher educational centers.

Keywords: design activity, space enhancement, design education, architectural design augmented reality

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Authors: Afshan Ejaz, Syed Asim Ali

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The reality is a combination of perception, reconstruction, and interaction. Augmented Reality is the advancement that layer over consistent everyday existence which includes content based interface, voice-based interfaces, voice-based interface and guide based or gesture-based interfaces, so designing augmented reality application interfaces is a difficult task for the maker. Designing a user interface which is not only easy to use and easy to learn but its more interactive and self-explanatory which have high perceived affordability, perceived usefulness, consistency and high discoverability so that the user could easily recognized and understand the design. For this purpose, a lot of interface design principles such as learnability, Affordance, Simplicity, Memorability, Feedback, Visibility, Flexibly and others are introduced but there no such principles which explain the most appropriate interface design principles for designing an Augmented Reality application interfaces. Therefore, the basic goal of introducing design principles for Augmented Reality application interfaces is to match the user efforts and the computer display (‘plot user input onto computer output’) using an appropriate interface action symbol (‘metaphors’) or to make that application easy to use, easy to understand and easy to discover. In this study by observing Augmented reality system and interfaces, few of well-known design principle related to GUI (‘user-centered design’) are identify and through them, few issues are shown which can be determined through the design principles. With the help of multiple studies, our study suggests different interface design principles which makes designing Augmented Reality application interface more easier and more helpful for the maker as these principles make the interface more interactive, learnable and more usable. To accomplish and test our finding, Pokémon Go an Augmented Reality game was selected and all the suggested principles are implement and test on its interface. From the results, our study concludes that our identified principles are most important principles while developing and testing any Augmented Reality application interface.

Keywords: GUI, augmented reality, metaphors, affordance, perception, satisfaction, cognitive burden

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Authors: Aliakbar Alijarahi, Ali Khaleghi, Azadehe Afrasiyabi

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One of the emerging technologies in the field of education that can be effectively profitable, called augmented reality, where the combination of real world and virtual images in real time produces new concepts that can facilitate learning. The paper, providing an introduction to the general concept of augmented reality, aims at surveying its capabitities in different areas, with an emphasis on Education, It seems quite necessary to have comparative study on virtual/e-learning and augmented reality and conclude their differences in education methods. As an review article, the paper is composed, instead of producing new concepts, to sum-up and analayze accomplished works related to the subject.

Keywords: augmented reality, education, virtual learning, e-learning

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Authors: Eric Hawkinson, Edgaras Artemciukas

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This study outlines iterations of designing mobile augmented reality (MAR) applications for tourism specific contexts. Using a design based research model, several cycles of development to implementation were analyzed and refined upon with the goal of building a MAR platform that would facilitate the creation of augmented tours and environments by non-technical users. The project took on several stages, and through the process, a simple framework was begun to be established that can inform the design and use of MAR applications for tourism contexts. As a result of these iterations of development, a platform was developed that can allow novice computer users to create augmented tourism environments. This system was able to connect existing tools in widespread use such as Google Forms and connect them to computer vision algorithms needed for more advanced augmented tourism environments. The study concludes with a discussion of this MAR platform and reveals design elements that have implications for tourism contexts. The study also points to future case uses and design approaches for augmented tourism.

Keywords: augmented tourism, augmented reality, user experience, mobile design, e-tourism

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Authors: Carla Maria Furuno Rimkus

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The technologies related to virtual reality and augmented reality in combination with mobile technologies, are being more consolidated and used each day. The increasing technological availability along with the decrease of their acquisition and maintenance costs, have favored the expansion of its use in the field of historic heritage. In this context it is focused, in this article, on the potential of mobile applications in the dissemination of the architectural heritage, using the technology of Augmented Reality. From this perspective approach, it is discussed about the process of producing an application for mobile devices on the Android platform, which combines the technologies of geometric modeling with augmented reality (AR) and access to interactive multimedia contents with cultural, social and historic information of the historic building that we take as the object of study: a block with a set of buildings built in the XVIII century, known as "Quarteirão dos Trapiches", which was modeled in 3D, coated with the original texture of its facades and displayed on AR. From this perspective approach, this paper discusses about methodological aspects of the development of this application regarding to the process and the project development tools, and presents our considerations on methodological aspects of developing an application for the Android system, focused on the dissemination of the architectural heritage, in order to encourage the tourist potential of the city in a sustainable way and to contribute to develop the digital documentation of the heritage of the city, meeting a demand of tourists visiting the city and the professionals who work in the preservation and restoration of it, consisting of architects, historians, archaeologists, museum specialists, among others.

Keywords: augmented reality, architectural heritage, geometric modeling, mobile applications

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Authors: Eric Hawkinson

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After designing and implementing several iterations of implementations of augmented reality (AR) in tourism, this paper takes a deep look into design principles and implementation strategies of using AR at destination tourism settings. The study looks to define augmented tourism from past implementations as well as several cases, uses designed and implemented for tourism. The discussion leads to formation of frameworks and best practices for AR as well as virtual reality( VR) to be used in tourism settings. Some main affordances include guest autonomy, customized experiences, visitor data collection and increased electronic word-of-mouth generation for promotion purposes. Some challenges found include the need for high levels of technology infrastructure, low adoption rates or ‘buy-in’ rates, high levels of calibration and customization, and the need for maintenance and support services. Some suggestions are given as to how to leverage the affordances and meet the challenges of implementing AR for tourism.

Keywords: augmented tourism, augmented reality, eTourism, virtual tourism, tourism design

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Authors: Nazatul Aini Abd Majid, Faridah Yunus, Haslina Arshad, Mohammad Farhan Mohammad Johari

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Mobile technology, augmented reality, and game-based learning are some of the key learning technologies that can be fully optimized to promote pre-literacy skills. The problem is how to design an effective pre-literacy kit that utilizes some of the learning technologies. This paper presents a framework based on mobile augmented reality for the development of pre-literacy kit. This pre-literacy kit incorporates three main components which are contents, design, and tools. A prototype of a mobile app based on the three main components was developed for promoting pre-literacy. The results show that the children and teachers gave positive feedbacks after using the mobile app for the pre-literacy.

Keywords: framework, mobile technology, augmented reality, pre-literacy skills

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Authors: Mamani Acurio Alex, Aguilar Alonso Igor

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The lack of interest and the lack of motivation are related. The lack of both in school generates serious problems such as school dropout or a low level of learning. Augmented reality has been very useful in different areas, and in this research, it was implemented in the area of education. Information necessary for the correct development of this mobile application with augmented reality was searched using six different research repositories. It was concluded that the application must be immersive, attractive, and fun for students, and the necessary technologies for its construction were defined.

Keywords: augmented reality, Vuforia, school interest, learning

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Authors: P. Gil, F. Charrua-Santos, A. A. Baptista, S. Azevedo, A. Espirito-Santo, J. Páscoa

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Lean manufacturing is a philosophy of industrial management that aims to identify and eliminate any waste that exists in the companies. The augmented reality is a new technology that stills being developed in terms of software and hardware. This technology consists of an image capture device, a device for data processing and an image visualization equipment to visualize collected and processed images. It is characterized by being a technology that merges the reality with the virtual environment, so there is an instantaneous interaction between the two environments. The present work intends to demonstrate that the use of the augmented reality will contribute to improve some tools and methods used in Lean manufacturing philosophy. Through several examples of application in industry it will be demonstrated that the technological impact of the augmented reality on the Lean Manufacturing philosophy contribute to added value improvements.

Keywords: lean manufacturing, augmented reality, case studies, value

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Authors: Duygu Özdemir, Bilal Özçakır

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Usage of augmented reality in education helps students to make sense of the three-dimensional world of mathematics. In this study, it was aimed to develop activities about fractions for 5th-grade students by augmented reality and also aimed to assess these activities in terms of students’ understanding and views. Data obtained from 60 students in a private school in Marmaris, Turkey was obtained through classroom observations, students’ worksheets and semi-structured interviews during two weeks. Data analysis was conducted by using constant-comparative analysis which leads to meaningful categories of findings. Findings of this study indicated that usage of augmented reality is a facilitator to make concretize and provide real-life application for fractions. Moreover, students’ opinions about its usage were lead to categories as benefit for learning, enjoyment and creating awareness of usage of augmented reality in mathematics education. In general, this study could be a bridge to show the contributions of augmented reality applications to mathematics education and also highlights that augmented reality could be used with subjects like fractions rather than subjects only in geometry learning domain.

Keywords: augmented reality, mathematics, fractions, students

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Authors: Muhammad Nawaz, Sandeep N. Kundu, Farha Sattar

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Augmented reality sandbox adds new dimensions to education and learning process. It can be a core component of geoscience teaching and learning to understand the geographic contexts and landform processes. Augmented reality sandbox is a useful tool not only to create an interactive learning environment through spatial visualization but also it can provide an active learning experience to students and enhances the cognition process of learning. Augmented reality sandbox can be used as an interactive learning tool to teach geomorphic and landform processes. This article explains the augmented reality sandbox and the constructivism approach for geoscience teaching and learning, and endeavours to explore the ways to teach the geographic processes using the three-dimensional digital environment for the deep learning of the geoscience concepts interactively.

Keywords: augmented reality sandbox, constructivism, deep learning, geoscience

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Authors: Azadeh Afrasyabi, Ali Khaleghi, Aliakbar Alijarahi

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Training at an early age is so important, because of tremendous changes in adolescence, including the formation of character, physical changes and other factors. One of the most sensitive sectors in this field is the children with a disability and are somehow special children who have trouble in communicating with their environment. One of the emerging technologies in the field of education that can be effectively profitable called augmented reality, where the combination of real world and virtual images in real time produces new concepts that can facilitate learning. The purpose of this paper is to propose an effective training method for special and disabled children based on augmented reality. Of course, in particular, the efficiency of augmented reality in teaching children with autism will consider, also examine the various aspect of this disease and different learning methods in this area.

Keywords: technology in education, augmented reality, special education, teaching methods

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Authors: Wen-Jye Shyr, Chun-Yuan Chang, Bo-Lin Wei, Chia-Ming Lin

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The task of creating an augmented reality technology was described in this study to give operators a user interface that might be a part of an automated storage and retrieval system. Its objective was to give graduate engineering and technology students a system of tools with which to experiment with the creation of augmented reality technologies. To collect and analyze data for maintenance applications, the students used augmented reality technology. Our findings support the evolution of artificial intelligence towards Industry 4.0 practices and the planned Industry 4.0 research stream. Important first insights into the study's effects on student learning were presented.

Keywords: augmented reality, storage and retrieval system, user interface, programmable logic controller

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Authors: Stephen Barnes, Ian Mills, Frances Cleary

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Augmented and virtual reality-based applications offer many benefits for the heritage and tourism sector. This technology provides a platform to showcase the regions of interest to people without the need for them to be physically present, which has had a positive impact on enticing tourists to visit those locations. However, the technology also provides the opportunity to present historical artefacts in a form that accurately represents their original, intended appearance. Three sites of interest were identified in the Lingaun Valley in South East Ireland, wherein virtual representations of site-specific artefacts of interest were created via a multidisciplinary team encompassing archaeology, art history, 3D modelling, design, and software development. The collated information has been presented to users via an augmented reality mobile-based application that provides information in an engaging manner that encourages an interest in history as well as visits to the sites in the Lingaun Valley.

Keywords: augmented reality, virtual heritage, 3D modelling, archaeology, virtual representation

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Authors: Nan Hu, Wujun Wang

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In the ever-changing digital arena, augmented reality (AR) applications have transitioned from technological enthusiasm into business endeavors, signaling a near future in which AR applications are integrated into daily life. While practitioners in the design industry continue to explore AR’s potential for innovative communication, educators have taken steps to incorporate AR into the curricula for design, explore its creative potential, and realize early initiatives for teaching AR in design-related disciplines. In alignment with recent advancements, this paper presents a pedagogical model for a hybrid studio course in which students collaborate with AR alongside 3D modeling and graphic design. The course extended students’ digital capacity, fostered their design thinking skills, and immersed them in a multidisciplinary design process. This paper outlines the course and evaluates its effectiveness by discussing challenges encountered and outcomes generated in this particular pedagogical context. By sharing insights from the teaching experience, we aim to empower the community of design educators and offer institutions a valuable reference for advancing their curricular approaches. This paper is a testament to the ever-evolving landscape of design education and its response to the digital age.

Keywords: 3D, AR, augmented reality, design thinking, graphic design

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Authors: J. Ierache, N. A. Mangiarua, S. A. Bevacqua, N. N. Verdicchio, M. E. Becerra, D. R. Sanz, M. E. Sena, F. M. Ortiz, N. D. Duarte, S. Igarza

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Augmented Reality is a technology that involves the overlay of virtual content, which is context or environment sensitive, on images of the physical world in real time. This paper presents the development of a catalog system that facilitates and allows the creation, publishing, management and exploitation of augmented multimedia contents and Augmented Reality applications, creating an own space for anyone that wants to provide information to real objects in order to edit and share it then online with others. These spaces would be built for different domains without the initial need of expert users. Its operation focuses on the context of Web 2.0 or Social Web, with its various applications, developing contents to enrich the real context in which human beings act permitting the evolution of catalog’s contents in an emerging way.

Keywords: augmented reality, catalog system, computer graphics, mobile application

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Authors: Chechen Liao, Pui-Lai To, Yi-Hui Wang

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Recently location-based augmented reality games (LBS+AR) have become increasingly popular as a major form of entertainment. Location-based augmented reality games have provided a lot of opportunities for face-to-face interaction among players. Prior studies also indicate that the social side of location-based augmented reality games are one of the major reasons for players to engage in the games. However, the impact of the usage of location-based augmented reality games has not been well explored. The study examines how interpersonal interaction affects social capital and health through playing location-based augmented reality games. The study also investigates how social capital mediates the relationships between interpersonal interaction and health. The study uses survey method to collect data. Six-hundred forty-seven questionnaires are collected. Structural equation modeling is used to investigate the relationships among variables. The causal relationships between variables in the research model are tested. The results of the study indicated that four interpersonal attraction attributes, including ability, proximity, similarity, and familiarity, are identified by ways of factor analysis. Interpersonal attraction is important for location-based augmented reality game-players to develop bonding and bridging social capital. Bonding and bridging social capital have a positive impact on the mental and social health of game-players. The results of the study provide academic and practical implications for future growth of location-based augmented reality games.

Keywords: health, interpersonal interaction, location-based augmented reality games, social capital

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Authors: Dinmukhamed T., Vassiliy S.

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This article suggests the idea of fitting clothes and accessories based on augmented reality. A logical data model has been developed, taking into account the decision-making module (colors, style, type, material, popularity, etc.) based on personal data (age, gender, weight, height, leg size, hoist length, geolocation, photogrammetry, number of purchases of certain types of clothing, etc.) and statistical data of the purchase history (number of items, price, size, color, style, etc.). Also, in order to provide information to the user, it is planned to develop an augmented reality system using a QR code. This system of selection and fitting of clothing and accessories based on augmented reality will be used in stores to reduce the time for the buyer to make a decision on the choice of clothes.

Keywords: augmented reality, online store, decision-making module, like QR code, clothing store, queue

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Authors: Cheng Chieh Hsu, Alfred Chen, Yu-Pin Ma, Meng-Jie Lin, Fu Pai Chiu, Yi-Yan Sie

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In this study, it is attempted to construct an augmented reality display platform (ARDP), and its objectives are two facets, i.e. 1) providing a creative display mode for museums/historical heritages and 2) providing a benchmark for human-computer interaction professionals to build an augmented reality display platform. A general augmented reality theory has been explored in the very beginning and afterwards a systematic process model is proposed. There are three major core tasks to be done for the platform, i.e. 1) constructing the physical interactive table, 2) designing the media, and 3) designing the media carrier. In order to describe how the platform manipulates, the authors have introduced Tainan Confucius Temple, a cultural heritage in Taiwan, as a case study. As a result, a systematic process with thirteen steps has been developed and it aims at providing a rational method for constructing the platform.

Keywords: human-computer interaction, media, media carrier, augmented reality display platform

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Authors: S. Werrlich, E. Eichstetter, K. Nitsche, G. Notni

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Augmented Reality (AR) is a strong growing research topic in different training domains such as medicine, sports, military, education and industrial use cases like assembly and maintenance tasks. AR claims to improve the efficiency and skill-transfer of training tasks. This paper gives a comprehensive overview of evaluations using AR for assembly and maintenance training tasks published between 1992 and 2017. We search in a structured way in four different online databases and get 862 results. We select 17 relevant articles focusing on evaluating AR-based training applications for assembly and maintenance tasks. This paper also indicates design guidelines which are necessary for creating a successful application for an AR-based training. We also present five scientific limitations in the field of AR-based training for assembly tasks. Finally, we show our approach to solve current research problems using Design Science Research (DSR).

Keywords: assembly, augmented reality, survey, training

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Authors: B. Remya Mohan, Kamal Bijlani, R. Jayakrishnan

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Visualization in an educational context provides the learner with visual means of information. Conceptualizing certain circumstances such as consequences of smoking can be done more effectively with the help of the technology, Augmented Reality (AR). It is a new methodology for effective learning. This paper proposes an approach on how AR based on Marker Technology simulates the harmful effects of smoking and its consequences using Unity 3D game engine. The study also illustrates the impact of AR technology on students for better learning. AR technology can be used as a method to improve learning.

Keywords: augmented reality, marker technology, multi-platform, virtual buttons

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Authors: Murat Sözen

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It is not at all difficult to estimate which level today’s technology reaches considering that humankinds space-faring in early 1950s. Technology is a means to help achieve goals and people can produce systems on their physical and mental abilities. Needed and used as tools in all areas of life and became a necessity and dependency, technology, widely used in the military field. To be a revolutionary change in the military matters, opportunities offered by technology should be put into practice. Tech makes weapons, sensors, platforms and soldiers carrying them more effective. To increase this efficiency in the battlefield defense industry is seeking every advantage of technology. In this study, the applicability of existing and on-going augmented reality applications for Armed Forces will be evaluated.

Keywords: augmented reality, battlefield, military, virtual reality

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Authors: Saidatul A'isyah Ahmad Shukri, Haslina Arshad

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This study was conducted to develop an application that provides Augmented Reality experience in identifying halal food products and beverages based on Malaysian Islamic Development Department (JAKIM) database for Muslim consumers in Malaysia. The applications is operating on the mobile device using the Android platform. This application aims to provide a new experience to the user how to use the Android application implements Augmentation Reality technology The methodology used is object-oriented analysis and design (OOAD). The programming language used is JAVA programming using the Android Software Development Kit (SDK) and XML. Android operating system is selected, and it is an open source operating system. Results from the study are implemented to further enhance diversity in presentation of information contained in this application and so can bring users using these applications from different angles.

Keywords: android, augmented reality, food, halal, Malaysia, products, XML

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Authors: Mihai Duguleana, Florin Girbacia, Cristian Postelnicu, Raffaello Brodi, Marcello Carrozzino

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Augmented Reality (AR) has taken a big leap with the introduction of mobile applications which co-locate bi-dimensional (e.g. photo, video, text) and tridimensional information with the location of the user enriching his/her experience. This study presents the advantages of using Mobile Augmented Reality (MAR) technologies in traveling applications, improving cultural heritage exploration. We propose a location-based AR application which combines co-location with the augmented visual information about Pisa monuments to establish a friendly navigation in this historic city. AR was used to render contextual visual information in the outdoor environment. The developed Android-based application offers two different options: it provides the ability to identify the monuments positioned close to the user’s position and it offers location information for getting near the key touristic objectives. We present the process of creating the monuments’ 3D map database and the navigation algorithm.

Keywords: augmented reality, electronic compass, GPS, location-based service

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Authors: Rosana Marar, Edward Jaser

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This paper presents a software solution to enhance the content and presentation of graphic design and animation related textbooks. Using augmented and virtual reality concepts, a mobile application is developed to improve the static material found in books. This allows users to interact with animated examples and tutorials using their mobile phones and stereoscopic 3D viewers which will enhance information delivery. The application is tested on Google Cardboard with visual content in 3D space. Evaluation of the proposed application demonstrates that it improved the readability of static content and provided new experiences to the reader.

Keywords: animation, augmented reality, google cardboard, interactive media, technology enhanced learning, virtual reality

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Authors: Marek Maruszczak

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Gamified applications have been used successfully in education for years. The rapid development of technologies such as augmented reality and image recognition increases their availability and reduces their prices. Thus, there is an increasing possibility and need for a wide use of such applications in education. The main purpose of this article is to present the effects of work on a mobile application with augmented reality, the aim of which is to motivate tourists to pay more attention to the attractions and increase the likelihood of moving from one attraction to the next while visiting the Palácio Nacional de Sintra in Portugal. Work on the application was carried out together with the employees of Parques de Sintra from 2019 to 2021. Their effect was the preparation of a mobile application using augmented reality and image recognition. The application was tested on the palace premises by both Parques de Sintra employees and tourists visiting Palácio Nacional de Sintra. The collected conclusions allowed for the formulation of good practices and guidelines that can be used when designing gamified apps for the purpose of cultural education.

Keywords: augmented reality, cultural education, gamification, image recognition, mobile games

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Authors: Suvarna Kumar Gogula, Sandhya Devi Gogula, P. Chanakya

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Augmented reality is defined as the collection of the digital (or) computer generated information like images, audio, video, 3d models, etc. and overlay them over the real time environment. Augmented reality can be thought as a blend between completely synthetic and completely real. Augmented reality provides scope in a wide range of industries like manufacturing, retail, gaming, advertisement, tourism, etc. and brings out new dimensions in the modern digital world. As it overlays the content, it makes the users enhance the knowledge by providing the content blended with real world. In this application, we integrated augmented reality with data analytics and integrated with cloud so the virtual content will be generated on the basis of the data present in the database and we used marker based augmented reality where every marker will be stored in the database with corresponding unique ID. This application can be used in wide range of industries for different business processes, but in this paper, we mainly focus on the marketing industry which helps the customer in gaining the knowledge about the products in the market which mainly focus on their prices, customer feedback, quality, and other benefits. This application also focuses on providing better market strategy information for marketing managers who obtain the data about the stocks, sales, customer response about the product, etc. In this paper, we also included the reports from the feedback got from different people after the demonstration, and finally, we presented the future scope of Augmented Reality in different business processes by integrating with new technologies like cloud, big data, artificial intelligence, etc.

Keywords: augmented reality, data analytics, catch room, marketing and sales

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Authors: Rachael Olubukola Afolabi

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Immersive technologies known as X Reality or Cross Reality that include virtual reality augmented reality, and mixed reality have pervaded into the education system at different levels from elementary school to adult learning. Instructors, instructional designers, and learning experience specialists continue to find new ways to engage students in the learning process using technology. While the progression of web technologies has enhanced digital learning experiences, analytics on learning outcomes continue to be explored to determine the relevance of these technologies in learning. Digital learning has evolved from web 1.0 (static) to 4.0 (dynamic and interactive), and this evolution of technologies has also advanced teaching methods and approaches. This paper explores how these technologies are being utilized in learning and the results that educators and learners have identified as effective learning opportunities and approaches.

Keywords: immersive technologoes, virtual reality, augmented reality, technology in learning

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Authors: O. Mauroner, L. Le, S. Best

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Digital technologies offer many opportunities in the design and implementation of brand communication and advertising. Augmented reality (AR) is an innovative technology in marketing communication that focuses on the fact that virtual interaction with a product ad offers additional value to consumers. AR enables consumers to obtain (almost) real product experiences by the way of virtual information even before the purchase of a certain product. Aim of AR applications in relation with advertising is in-depth examination of product characteristics to enhance product knowledge as well as brand knowledge. Interactive design of advertising provides observers with an intense examination of a specific advertising message and therefore leads to better brand knowledge. The elaboration likelihood model and the central route to persuasion strongly support this argumentation. Nevertheless, AR in brand communication is still in an initial stage and therefore scientific findings about the impact of AR on information processing and brand attitude are rare. The aim of this paper is to empirically investigate the potential of AR applications in combination with traditional print advertising. To that effect an experimental design with different levels of interactivity is built to measure the impact of interactivity of an ad on different variables o advertising effectiveness.

Keywords: advertising effectiveness, augmented reality, brand communication, brand recall

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