Augmented reality (AR) is one of the emerging technologies in the digital technology industry, it has been trending and rising recently. Nowadays the world is moving at a faster pace, we are used to instant gratification, immediacy and digital interaction, augmented reality covers all of these so it is only logical it is on of the booming technologies of the moment.
What is Augmented Reality?
AR is an enhanced version of reality that expands our physical world by adding layers of digital information onto it; the environment is augmented with superimposed computer-generated perceptual information (visual, auditory, haptic, somatosensory, and olfactory) over a user’s view of the real world.
Not to be confused with virtual reality; which requires you to be entirely on a virtual environment, unlike augmented reality where the virtual information is overlaid on your own reality.
How do AR and labeling come together?
Wine is one of the niches that have been recently using augmented reality in labels, it has also been used for other beverage labels such as: orange juice, beer, tequila, etc.
Here is an example of an orange juice bottle with AR label specially designed for the Christmas edition.
Nippy’s Christmas Experience image and video courtesy of www.labelmotionar.com
There is so much product competition and marketing has come a long way since its beginning, people who don’t really know about wines chose them based on whether they like the label or not, hash but it is a reality. So making the labels more appealing to the public is a great strategy to get people interested in a brand, that does not mean the product is bad, it just means you will first purchase and try it based on curiosity and then discover you like the product.
A high-end wine label has far less information than a regular wine label, the later are more conservative and it reflects on their labels.
AR is used by Beringer Brothers Wine to simulate the scene while taking the photography for the wine label.
How do AR labels come to life?
In order to see any of the AR designed labels come to life:
- You need to download the respective AR app to your phone
- Point it at the label and center it
- Watch you label come to life
Yes, it is really that easy, you practically just have to point and watch the labels come to life.
Probably the most talked about AR wine label is Australian 19 Crimes wine, each bottle telling the story of a British criminal sentenced to live in Australia and later turned colonist, to celebrate the rules they broke and culture they built.
Another example of AR labels is José Cuervo Tequila who used AR on its label to tell its story. Each brand is different and so is their message and that is why each AR label experience is so different.
José Cuervo Tequila image and video courtesy of www.tactic.studio
What if you have two different bottles, can I use the AR app at the same time?
The answer is yes; you can place two bottles and have an entirely different experience. If the bottles have the same AR label you can move you phone around and will smoothly continue the AR narrative and animation atop each bottle.
Here you can see an example of two different The Walking Dead AR labels and how on this case, they interact with each other.
Augmented reality for labels is still in development and it has a long way to go, but I can definitely see this technology improving and conquering the label marketing with improved graphics and animations.