Imagine a world where animated newspapers come to life, like in the Wizarding World of Harry Potter. Well, luckily for us, we do not have to be in Diagon Alley to experience it. The wine industry has released a first-of-its-kind app that lets a label come to life. Simply by hovering your phone in front of the wine label, a character will come to life on your phone (1). This allows the consumer to interact with their wine by learning more about its history while enjoying a unique, fun experience.
This technology is called Augmented Reality (AR). AR is described as “an enhanced version of reality where live direct or indirect views of physical real-world environments are augmented with superimposed computer-generated images over a user’s view of the real-world.” In other words, AR adds computerized elements to the physical world, enhancing one’s current perception of reality (2).
There are four different types of AR, each with their own objective and uses.
- Marker-based AR: Image recognition, QR/2D code.
- Markerless AR: Location-based, most widely implemented.
- Projection-based AR: Artificial light onto real word surfaces.
- Superimposition-based AR: Partially or fully replaces original view with a new augmented view (2).
If we translate this technology into Cannabis packaging, Cannabis consumers could learn more about products in real time through an interactive AR app. Consumer learning could range anywhere from knowing where the product was manufactured, its potency, or more about the brand. For example, using a marker-based AR, a curious customer can point their camera to a label, and the CEO of that label would pop up to speak about why his products are different from the rest. This fosters a personal connection from the brand directly to the consumer.
For those who want to be ahead in the game, take a further look into AR.