Virtual Reality (VR) is a fully simulated digital experience that completely immerses users, blocking out the real world. This technology finds applications in gaming, training simulations, virtual tours and therapy experiences. VR apps are often designed to work with specialized headsets and motion-tracking devices, but can also be accessed through smartphones or tablets, depending on the type of experience and hardware used. VR is sometimes associated with motion sickness, creating discomfort and nausea for some users who are predisposed or who spend prolonged periods in a virtual environment.
Augmented Reality (AR) uses mobile device cameras to overlay digital 3D images over the physical world. This type of technology is less expensive than VR and is more accessible for some users. There are two major types of AR, marker-based and markerless. Marker-based AR uses a physical trigger in the real world to display digital content, such as scanning a QR code or using an image or marker that a mobile device camera recognizes. Markerless AR allows the user to select and interact with digital content without a trigger, such as by pointing the device’s camera at an object that is then displayed on screen.
AR and VR technologies are transforming industries like retail, automotive and manufacturing, providing customers with highly realistic product visualizations and immersive customer experiences. These technologies can shorten the product development cycle and increase customer satisfaction by allowing teams to design, test, iterate on prototypes more quickly and efficiently.