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Printing_News_June_2016

Anomaly was a 2012 hardcover graphic novel, created by Skip Brittenham and Brian Haberlin, in which certain pages—when scanned with the Anomaly UAR app—launched additional content, such as 3D images of the characters as well as audio content. Picture, If You Will: Augmented Reality & Print Understanding how AR works, how to develop it, and whom to partner with may be one of the best value-added services a print provider can offer. By Richard Romano For the past several years, there have been attempts to “make print interactive” via what has come to be known as “Augmented Reality (AR).” Th e basic mechanism is some kind of code printed on or embedded in a printed image. Th at can either be a Quick Response (QR) code, some kind of invisible watermark, or advanced image recognition. Th e print is then scanned with a mobile device running an app that can read the code and thus access a website, launch a video, bring up 3D imagery or animation, access social media, or perform some other electronic action. Th e past fi ve years have seen some compelling examples that hint at the breadth of what is possible with Augmented Reality: • Real estate signage features a QR code that, when scanned, takes you on a virtual tour of a home, condo, or apartment. • Th e Graph Expo Show Daily (produced by your Printing News writers and editors) that features QR codes that, when scanned, launch a web page with video interviews. • An elaborate hardcover graphic novel called Anomaly that has embedded AR triggers that launch additional content. (Anomaly 2 is coming in 2016.) • Th e IKEA catalog that lets you use your mobile phone and the IKEA app to place furniture items virtually in your home. • VMA’s Storyboard magazine, a print publication that, when the images accompanying a story are scanned with an app, launch a video related to the story. Many other examples abound. AR is applied to print either to add additional 20 Printing News ® June 2016 PrintingNews®com


Printing_News_June_2016
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