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VR and AR use in Video for Consumer Engagement

VR and AR use in Video for Consumer Engagement

VrTechToday Admin April 19, 2018

In the past years a lot of research is taking place in the field of interaction with VR and AR use . First, they have differences between them, most of the time they are named together as the same thing. But the truth is that they have their own point of view in terms of user, experience and interaction.

” more than half of consumers are willing to use video
for customer service and support.” 

 – State of Customer Experience Report

Virtual Reality (VR):

The main purpose of VR is presence and immersion, the goal is having the user feel himself “inside” the system. On the contrary, AR doesn’t have this as his focal. The real world takes part in the whole experience and is the integration that makes an impression here. But this real world is improved or “augmented” with a layer of digital information.

As designers, when they confront Mobile VR their main objective is that the user feels completely inside the virtual world. Taking him out completely from the real world. So, that new world that is going to be created has to have all the things necessary to achieve that sensation. This, in fact, is a great challenge for designers and developers, take in count that they just might affect two senses: The sight and sometimes the hearing (unless the user has no headphones or turns off the sound).


Augmented Reality:

The experiences designed for AR have an entirely different perspective and goal. Whether is and information app, retail or a game, the main purpose is not the immersion but the integration. Taking a design and concept point of view, but with interaction is very different too.


Mobile VR:

 In VR, interaction depends a lot on the device we´re going to use. In the case of Mobile VR the casual behavior or interaction we have to have is to move our head to mark something and as a last / almost posible resource, have a joystick to helps take more control of the environment or point different elements in it.

This kind of interaction is complex and very limited. The user moves the pointer spinning the head and body (pressition is compromised here). Although there are 360° surroundings available, if the users aren’t on his feet they’ll never turn or be able to look behind.


Mobile AR:

 Mobile AR interaction is very particular, because it’s reach is wider and you can manage it in a lot of different ways. But even though there´s a lot more possibilities. It is easier for the costumer to manipulate, because they’re used to look reality through their cellphone’s camera. They interact, on the screen and with the app’s interface. All of this because they have to manipulate the phone at least with one hand.


Without the need of aditional hardware and depending on the type of Mobile AR technology we’re using, the user can interact with the system through:

  • The own device:Using the phone’s sensor to interact.
  • Markers:We can act on the markers we use to set the augmented elements to interact and alter our system.
  • The user’s interface:The more natural way of interacting but the less immersive, because the user is already used to it, the less technological (in their point of view).
  • Augmented Elements:We can alter and affect directly digital elements added to the surrounding. We can move them, rotate, scalate, throw, hit, break, kill, unify, duplicate them, work just on one spot of the element and a lot of other things.

Your thought at VR and AR use

Do you have any practical experience or examples of  VR and AR use. Specially to make users interaction and engagement more entertaining. If yes, do share with us 🙂


Image credit: Tommy Hilfiger

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