A Study of AR and VR in the Real World

A Study of AR and VR in the Real World

Rajni Bala, Rajni Saini
Copyright: © 2023 |Pages: 20
DOI: 10.4018/978-1-6684-8150-9.ch020
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Abstract

The most well-liked and developed technologies for the future are augmented reality and virtual reality, known as AR and VR. When you use high-tech equipment, you just enter another universe and engage with it. With data, visuals, and customised experiences superimposed on the real world, virtual reality transports us to parallel realms, and augmented reality brings the real world to life. In virtual reality, it is easy to observe how a software programme can produce a virtual environment that is mostly driven by sight and sound. The user's experience of virtual reality is presented to them in a way that makes them see it as real. AR, on the other hand, transfers aspects from the virtual world to the physical one. Augmented reality serves as a link between the physical and digital worlds. This chapter focuses on better understanding of augmented reality and virtual reality concepts. The chapter discusses the functions of AR and VR, their impact on society, the challenges of implementing AR and VR, and their impact on customer purchase behavior.
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Augmented Reality

“Augmented reality” is the term use for the integration of text, images, sound, and other virtual additions with actual objects (Khoshnevisan, B.; Le, N, 2018). The technology combines and improves the user's involvement with the real environment as opposed to a simulation. There are many instances of augmented reality being used in daily life.

Table 1.
Examples of augmented reality in real world
Pokémon GOPokemon GO is one of the better-known AR experiences. Users of the app receive notifications when certain Pokémon are around and instructions on how to find and capture them. When a user of the app comes across one, the Pokémon character appears over their actual location.
Home DepotIn order to show customers how well a paint colour will look in their home, Home Depot created the Project Color app in 2015. This app utilises patented technologies. The ability to preview how a particular shade would seem in real life is made possible by augmented reality technology, which accounts for the lighting, objects, and shadows in the environment.
IKEAIKEA provides clients with augmented reality capabilities so they may test and visualise items in their homes before making a purchase. It offers a range of tools to suit the needs of its clients, such as the IKEA Place app, which superimposes to-scale home furniture models on actual rooms, and similarly, the IKEA Home Planner, which assists people in putting together furniture sets, such as kitchen cupboards, to ensure that customers are satisfied before placing an order.
SephoraMany people do not prefer to buy beauty products online as they cannot predict how a lip or foundation shade will appear on their face before applying it. Sephora allows customers to try beauty products before purchasing them, but not everyone feels completely comfortable doing so. Sephora offers a “virtual try-on” kiosk to allow customers to view beauty products on themselves in-store.
L’OréalUsers of the L'Oréal mobile app can test out several makeup options. After identifying your face, the software creates a digital image of how you would appear with a certain lip shade, eyeliner, foundation coverage, etc.
FrootiFrooti created a marketing campaign in order to boost the beverage's brand recognition over the summer. The rich-media ad asked users to turn on their front cameras so they could record the dropping mangoes in their mouths in augmented reality using facial identification technology.

(Srishti Deoras, 2016)

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