Augmented: critical questions
Augmented design is design that has had extra elements added to it that makes it interactive.
Layar app - interactive print
The Layar interactive magazine creates a digital platform for readers to engage with, by introducing videos and moving images that seem like they are on the physical pages.
- This idea is very unappealing to me as it defeats the whole object of why people choose to buy magazines over browsing the internet. Why add digital elements to something that is getting pushed out by technology as it is?
Tide Dirt Magnets 'Magttraction'
This video shows a magnet moving dirt on the page of the advert to make it seem like the clothing is being cleaned; thus demonstrating the potential of the product.
- I find this idea quite fun and clever. It makes the product memorable and it doesn't require faffing about with your phone or an app.
QR codes
QR codes are a way of accessing information fast using an app on smartphones to take a picture of the unique barcode for a product. Personally I have never used one, and I don't really know how to, like a lot of people. For some things, they may be a quick alternative, eg information about a certain product or buying a product.
More interactive design I find effective...
These ideas are very simple and don't require an unnecessary amount of participation and are quite natural (except for the McDonalds puzzle perhaps).
There is potential to connect to the public in more interesting and unique ways, as technology takes over and people's attention is harder to get with just simple old fashioned print. Creativity can be unleashed in many new ways. However, I don't see it as necessary for successful advertising, I believe that if what is being advertised is well made and is aimed at the right demographic then ordinary print is enough.
Can augmented design help draw people to your website?
Yes, if it is used appropriately, without seeming too much of a pointless gimmick. If I decide to advertise for an exhibition, then surely the exhibition itself is interactive enough?
Is it all just a bit gimmicky? Or, are there opportunities?
Augmented design is definitely a fad, and seem to ruin already brilliant design just by trying to be out of the ordinary. The aesthetics are hard to polish so it ends up looking pretty cringe worthy.
What kind of interactivity would be effective for my campaign?
Something that gets people inspired to learn about art and the beauty of it. A digital interaction seems unnecessary because the advertising will be for an easily accessed website, unless its something simple. Some initial ideas:
- QR code for a quick website preview on the viewer's phone - these barcodes are overlooked by most people, but useful to some.
- scratch card effect -Q&A about an artist or movement, they scratch the surface of a flyer to reveal an image or answer.
- Freebie of some sort, such as a badge or bookmark.
- sliding puzzle of a piece of famous artwork.
- peel off big unnecessary amount of information/jargon to reveal simplicity of the website.
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