2016 – The year of 3D
30th December 2016
2016 has been a big year for seeing things from a new dimension, from packaging, to gaming, to the clothes we buy online. As consumers we’re constantly on the lookout to escape our own realities and homes without actually putting a foot outside the door. Even socialising has become an online reality normality through social media and Skype calls, making us a nation of online entrepreneurs. But are we becoming a nation of anti social, anonymous usernames, missing out on the outside world or is there something on the horizon?
The tech
Earlier this year we saw the ‘augmented reality’ craze hit the streets with the new ‘Pokémon GO’ game that saw the nation frantically search for hidden Pokémon on their camera phones. One of the first of its kind, it has opened our eyes and the door to this evocative new dimension of technology, making one of the most sought after themes on most of our Christmas lists this year.
The way we send our love and congratulations messages has also seen its own evolution this year through the Hallmark’s ‘Neon Glo’ app which we touched upon in an earlier post this year, which enlists the user to download the app, to bring their greetings cards to life.
Even in our film we’ve been used to the 3D style for quite a few years now and we’ve watched this technology get stronger and more intense in front of our eyes, offering us a true escapism in capturing all of our senses. So it was only right that the next step was to bring this experience into our own living rooms without the need for an expensive new 3D TV or surround sound. One of the biggest crazes this year is of course virtual reality. The phone compatible headsets with headphones now to tighten the VR experience, have been out for a few months now and although the technology may be in its infancy and have mixed reviews, companies are starting to realise the thirst for this escapism technology. But what next?
The products
As online consumers we always come up against a big challenge when buying a product online and that’s ‘what does the product feel or look like?’ Although it’s easy for us to go down to a shop and try our intended purchases out or on, the digital and lack of time world we’re in, makes us still want to be able to do everything from our own consoles; and companies are constantly trying to find ways around this barrier.
One site that does this well is BOOHOO.COM. How do you show a woman a dress and how it flows from a static image on screen? A 360 degree shot could work, or simply a model wearing the product, but if a company’s item is all about the material and the way it hangs and moves, how do you get around this?
Boohoo do this brilliantly by creating catwalk style videos of their clothing, not only showcasing the way the material moves but partnering that little bit of glamour by making it your own personal catwalk, making the user feel special. Seeing things in reality like this encourages the user and reassures and answers the majority of any lingering questions.
Every Holiday confectioners try to find different ways to pull consumers into buying their product over their competitors. Whether it’s through the packaging playing on the holiday theme, by the name like Cadbury’s do with their ‘Screme Egg’ every Halloween or colour palettes, it’s an endless battle to be the one confectionery remembered each year.
This year Nestle have cashed in on this 3D trend launching their 3D Activity packs for Smarties and Milky Bar products. The quaint little packs include a popular chocolate mini figure, packets of the sweets, colouring pencils and a picture. The pack enlists the user to download the app, colour in their animal picture, scan it in using a device and hey presto their creation comes to life in front of them. A lovely and quaint activity for kids in the festive period that sees Nestle as a responsive confectioner, listening and watching consumer habit and cashing in with yet another fab product.
So, what’s next for the virtual reality awakening? Will shops start to store consumer size measurements, supplying its users with a choice of catwalk models dependent on figure shape? Will we see adverts appear personalised to individuals on our online accounts? No matter what the future, the thirst has been paved and we’re sure we’ll be seeing a lot more of this technology in the next year.
