OUGD504 (Brief 04): Augmented Design - Research

I researched into a few different print campaigns that use kinetic and visual interaction to advertise their products.  Often these adverts involved participation with the audience - even if only a small amount - and some played with perspective to engage with the users.  Adverts that used sensitive inks stood out to me as something that would be remembered and therefore would work well as a campaign, which requires an indelible factor to be most effective.  Such inks include invisible, heat sensitive and glow in the dark.

The magazine ad for adidas below uses the nature of page turning to add something more to their adverts; when the reader turns the page the closing movement across the centre line suggests the person in the image is actually moving parts of their body in an energetic way.  Without an explanation to accompany, this advertises the sport brand by showing physical movement in print.

A kinetic advert I came across allows the audience to create their own poster by altering the tabs on a pre-printed piece.  Although this allows users to engage physically and think about what message they're displaying, it may not work well for advertising a specific product.  As a campaign, the audience would likely remember this form of print because they interacted with it themselves and may feel like they had something to do with the creation.  (Advertising is all about how it makes the audience feel).

Layered adverts: when slid together the text fits into place and the two larger letters create a three colour image due to translucency of stock.

Some more magazine ads that allow the user to play around with the advert rather than just viewing it; if the audience spends more time engaging with the advert they are more likely to remember it, whether they remember what it is advertising straight away, other elements can provide links and clues to the source of the ad.  I.e. from the advert below, people may not remember that it's advertising DNL parcel service, but moving the man from right to left of the page spread might stick with them, which would link to the idea of moving between people - delivering.

Another communicates an important message by creating a magazine ad that differentiates from most adverts in a printed publication.  The attaching piece of paper joins the two pages together which the reader can break to reveal a message (stating that ending slave labor is not as easy as ripping the handcuffs apart).

Interactive mirror tells user daily tasks and weather:

The message in this ad has to be figured out by 'spinning' the separate circles in opposite directions to piece the words together.  This makes the audience think about what they're unveiling and the experience of finding this out is likely to stick with them.

This book showcases several different sections of information which can be pulled out and rearranged by the reader.  This idea of displaying photos or imagery in this way for the individual to change and recreate their own version of the book appeals to me considerably, and this would be a good way of getting people to engage with print.

Existing campaigns

http://www.fastcocreate.com/3039513/these-reflective-posters-show-parents-how-to-spot-childrens-eye-cancer#3

The above campaign interested me because it shows the use of technology bringing positive outcomes by interacting with print, unlike the unnecessary gimmicks that augmented reality can focus on to advertise material items.