Brands are your WOW reality

The reality of the world doesn’t seem so definite now as a decade ago, don’t you think so? Do you believe the world we live in is real? After all these science-fiction books and movies. After each new book or movie about the future reality, I always remember that three, five and ten years old ideas from movies or books came true, or almost came true. And aline with the scientists and writers, graphic designers open and develop new trends, challenging but very exciting ideas concerning new reality. I cannot even imagine the time when this sphere will stop its development.

It is not enough to design a simple and boring animation today, you have to develop products with WOW effect. The trend WOW effect in motion design or animation is the diverse use of reality everywhere, literally.

What kind of reality? Well, there are three of them. And I will mention each characteristic below. So, when I receive the offer for such a project I have to know what exactly the customers want as sometimes they mix the types and its final purpose of use. 

There are three types:

VR – virtual reality.

AR – augmented reality.

MR – merged reality.

I have to state that it is quite hard to surprise somebody with virtual reality nowadays. Doesn’t it sound odd to you? Can you believe that digital 3D world fully designed taking into account all our senses is not a surprise anymore? Of course, it is well-thought and developed to the smallest details and trifles, and getting there you start to believe in it. Nevertheless, it is totally virtual and differs from the real world. Gamers cannot imagine the area of computer games without it.

Augmented reality is more interesting nowadays. You don’t have to create the whole new world, you can just create several digital layers to an already existing one. It is a great sales instrument for branding, so AR solves many information problems, such a wrong way of using the Google maps, for example, or the right placement of the furniture by IKEA, trying on clothes or playing reality/virtual games. With the help of AR women can even pick up the cosmetics, L’oreal really solved a great problem. Those digital apps that use AR help people a lot: to choose, to buy, to use. AR is our nearest future, the dynamics of demand growing for AR is a rocket and in 2022 it is expected to reach its peak. It is not possible to predict how long this trend will be in full swing, but taking into account the sums of investments into this sphere each designer should be armed with animation skills and knowledge about augmented reality. Google Maps are groundbreakers. They have already developed the idea that customers will meet happily. Many people don’t use navigation maps as they are quite difficult to understand, you cannot recognize ‘the street with a big tree’, for example, but know only the name of it. Sometimes, each person just needed to be guided not to be lost. Pointing the phone in front of you, you will see the way like in racing games and spots for restaurants, cafes, museums, and others on your way. If you have found the problem and provided the solution with the help of augmented reality, you have already reached the success.

Merged reality is a top-class performance in animation and motion design. This kind of reality mixes two real and virtual ones. Playing games you can take the bottle of water from your real newspaper table and use it in your virtual world. Isn’t it amazing? A person who is bound to the bed because of the illness can visit any corner of the world, the constructor can enter the virtual house that is only planned to be built and using a real pencil make adjustments to its construction. Militaries can improve their skills with different simulators, doctors can train to do serious and dangerous surgeries.

Using all kinds of reality you will get your benefit, but only if you know what you want and for sure. All this is a great opportunity for humanity, the most important is always remember where the reality is and where the virtuality is.