The concepts of virtual reality and augmented reality always go hand in hand, but they are totally different. On one hand we have the fact that augmented reality brings virtual elements to your world, making you feel like you have been transported somewhere else entirely.
Why is it included in the marketing campaigns of many companies? At PointBleu Design, we give you the keys!
Companies must differentiate themselves from their competition, so by using virtual reality or augmented reality, they can get their consumers to perceive it as a brand committed to technology. Offering a unique and personalized shopping experience, displaying the product, increasing brand awareness and consumer engagement are just some of the marketing strategies that can be adopted.
Brands are highly aware of this, and as such have worked to successfully introduce these strategies. For example, Gucci launched “The Gucci Virtual 25”, a new model of digital sneakers that can be viewed with augmented reality, allowing people to try on their shoes before buying them, from the comfort of their own home. Other contributions to the trend include that of Louis Vuitton, who used a character from a video game as a model for its 2017 campaign, thus revolutionising the industry through the use of virtual reality as a technological experience.
Not all companies that use virtual reality are from the fashion industry. For example, in the Ikea virtual showroom, visitors can enjoy a 360º view of a furnished room and customize it according to their preferences. With the use of virtual reality glasses, it allows consumers to have a clear idea of what their apartment will look like before having to buy any product. With this, the Swedish furniture brand provides an engaging experience to their customers, allowing them the convenience of seeing the finished product before making any commitments.
How does Virtual Reality affect Branding?
This technology allows you to tell stories, launch products or generate services in a convincing and solid way. And for that very reason, being able to create experiences of great intensity allows the brand values to be established and strengthened in the mind of the consumer.
Perhaps, in the not-too-distant future, brands are going to live mainly in a virtual field and it will affect the definition of their DNA. Creating three-dimensional logos or designing retail spaces that will never physically exist are some of new necessities that we must consider when designing visual identities.
Are branding & packaging agencies ready for immersion in VR?
With multiple –devices to be considered, all digital design had to be responsive. In the case of social networks, logos needed to become simplified symbols that would also work as avatars or app icons.
It is up to branding & packaging agencies to see the full potential of new technologies and make the most of it while creating new #brandstories #Brandtellers.
And for you, what role does Virtual Reality play in branding?
At Pointbleu, we would be delighted to hear from you!