Coming Soon: 3D computing. Well, it makes sense, doesn’t it?
My claim is that 3D is the next step in object-oriented user interface (OOUI), which is the way most of us interact with computers after someone (at Apple, I think) had idea that we’d store ‘documents’ in ‘folders’ rather than access them via a command line. Ever since, we’ve been using ‘object-oriented’ analogies to interact with our machines.
Now is the age of 3D screen technologies, with Hollywood fighting back from piracy with a new golden age for cinema, Samsung outperforming Sony to becoming the number one manufacturer of 3D TVs, and the Nintendo 3DS making use of prismatic 3D in it’s menus, and of course in-game (think I might be buying Ocarina again soon). Not to mention Microsoft’s Kinect, which changes the way we interact in the three dimensions of physical, as opposed to virtual space.
But before all of this, there were innovators trying to make 3D compliant with everyday use, such as TATMobile who, without the power to print prismatic screens, force a behaviour change through the use of 3D glasses, or sell expensive stereoscopic 3D projectors, had come up with a pretty cool lo-fi solution:
The video above demonstrates the use of a front-facing camera on one’s mobile phone to track the location of your eyes, augmenting what’s onscreen, allowing you to see ‘behind’ icons or onto different screens by peering around. Hopefully you can imagine how a 3D screen might alter the way you interact with your device, so it’s no wonder they were bought by RIM and are now developing UI for BlackBerry.
While we’re at it, also check out the work of Bumptop (sadly now defunct), Johnny Lee‘s Wii hacks, and even YouTube‘s foray into 3D video.
Another lo-fi solution to making 3D useful comes from Mozilla, outlined in this fascinating article. Their technology, called Tilt, is not a way to physically see in 3D (it’s just software at this point), but certainly nods towards the future 3D stereoscopy web content. You can test Mozilla’s Tilt plugin in Firefox with their beta plugin at that link, but here’s a demo:
All we need now is for computer, laptop, tablet & mobile screens to become 3D-enabled, and for vast swathes of web designers to optimise their sites for WebGL, and suddenly those social buttons become a bit more clickable.
I stumbled upon a video last night, in which a man builds a virtual world using holographic tools for a certain special someone. It’s a blend of astounding graphics, clever user interface ideas, some poignant moments, and an actor who does this odd sideways smirk quite often (but don’t let that spoil it).
World Builder was shot in a single day followed by about 2 years of post production. It has won several short film awards. The film’s creator, Bruce Branit, has built a Facebook community around World Builder, where he’s been sharing updates, behind the scenes material, and the news that he’s pressing on with a feature length version.
My favourite element of this video is Bruce’s interface concept – fingertip control, a wrist-mounted colour & texture palette, and a sense of our favourite Photoshop tools brought into the real-world.
As with all the videos I post here, remember to hit fullscreen, and let me know what you think in the comments. Don’t get too slushy though.
A new gum brand is about to hit the shelves. 5 Gum is designed to ‘stimulate the senses’ and it’s one of the most exciting new brands of the year.
I was lucky enough to get hold of a sample set:
The marketing lifecycle is about to kick off here in the UK with a heavyweight branding campaign designed to encourage product sampling. Let’s look at how the product was launched in the US, taken from the Wrigley corporate site:
2007 In March 2007, Wrigley introduced U.S. consumers to 5, the most exciting development in sugar-free stick gum since the launch of Extra® more than 20 years earlier.
2007 In August 2007, 5 gum unveiled its marketing campaign titled ‘Stimulate Your Senses.’ The advertising spots described “what it feels like to chew 5 gum.” Set against an industrial, futuristic backdrop, the cooling, warming and tingling sensations created by 5 gum flavors Cobalt,
Flare and Rain are expressed through dramatically stimulating visuals and sounds. The campaign also strongly leveraged magazine, cinema and online media advertising to showcase our new brand.
2008 In 2008, 5 brand launched two new fruit gum experiences. Lush gum provides a crisp tropical sensation and Elixir gum is a mouthwatering berry sensation.
2009 5 gum takes it to the next level with unique, game-changing flavor experiences. Solstice, a warm and cool winter, and Zing, a sour to sweet bubble, are new-to-world flavor transitioning experiences.
Do check out the 5 Gum YouTube channel for examples of the TV/Cinema creative, but in this post I’d like to review the packaging, which I believe is a point of difference that will give the product luxury status.
So to begin with, we’re starting with an initial three flavours: Cobalt – a cooling peppermint; Electro – a tingling spearmint and Pulse – a crisp tropical. Packs will reportedly go on sale at £1.50 RRP, to reflect that they are a considered rather than impulse purchase.
I’ll be looking at Pulse – the tropical flavour, which comes with little speckles of sharp citric stuff that actually gets your mouth watering when you first start chewing:
Notice how slick the box looks. Think about the colour of the last pack of gum you bought, and now say that 5 doesn’t look cool on this front alone. It does not look clinical like most gums do with their greens, whites and light blues. They look more like smart trading cards or a packet of condoms for that matter – gum for grownups.
It might be hard to tell from the above but the packs are slightly textured, with a heavy feel in the hand like holding a deck of cards. They slide into a back pocket pretty well. Build quality is excellent, made from a thick card and high gloss colour.
OK I admit the above is a shit picture, but it’s just to give you an idea of how you open and close the box. That flap of paper is embossed with glossy material so you can easily slide the box open with your thumb. Very James Bond. A bit like a book of matches, it’s an old school but perma-cool ‘paper technology’.
And there’s the money shot. You would not be ashamed offering someone a piece of this stuff, rather than one of those pocket-lint covered chiclets you have to fight the foil to thumb out. The designs on the inside are different for each flavour. This would be a great place to feature a QR code or even exhibit work from young artists.
And that concludes my short assessment of 5 Gum’s packaging. Look out for the TV, Online and Print creative coming soon. If you can’t wait, 5 have teamed up with Vice Magazine to generate early interest and reach into the difficult to please Hoxtonite crew – more info at Viceland whose readers have been asked to work with band Hot Chip to create a Launch Event in London that will stimulate the senses.
If you would like more of these sorts of reviews from me, please leave a comment. I look forward to hearing your feedback. Happy chewing.
Augmented Reality (AR) is a theme of computer research which deals with a combination of real world and computer generated data. AR is just one version of a Mixed Reality (MR) technology, where digital and real elements are mixed to create meaning. In essence AR is any live image that has an overlay of information that augments the meaning of these images.
Digital graphics are commonly put to work in the entertainment industry, and ‘mixing realities’ is a common motif for many of today’s media forms. There are varying degrees to which The Real and The Virtual can be combined. This is illustrated in my Mixed Reality Scale:
This is a simplified version of Milgram and Kishino’s (1994) Virtuality Continuum; simplified, because their research is purely scientific, without an explicit interest in media theory or effects, therefore not wholly applicable to my analysis. At the far left of my Mixed Reality Scale lies The Real, or physical, every-day experiential reality. For the longest time we lived solely in this realm. Then, technological innovation gave rise to the cinema, and then television. These media are located one step removed from The Real, a step closer to The Virtual, and can be considered a window on another world. This world is visually similar to our own, a fact exploited by its author to narrate believable, somewhat immersive stories. If willing, the viewer is somewhat ‘removed’ from their grounding here in physical reality, allowing them to participate in the construction of a sculpted, yet static existence. The viewer can only observe this contained reality, and cannot interact with it, a function of the viewing apparatus.
Later advancements in screen media technologies allowed the superimposition of graphical information over moving images. These were the beginnings of AR, whereby most of what is seen is real with some digital elements supplementing the image. Indeed, this simple form of AR is still in wide use today, notably in cases where extra information is required to make sense of a subject. In the case of certain televised sports, for example, a clock and a scoreboard overlay a live football match, which provides additional information that is useful to the viewer. Television viewers are already accustomed to using information that is displayed in this way:
More recently, computing and graphical power gave designers the tools to build wholly virtual environments. The Virtual is a graphical representation of raw data, and the furthest removed from physical reality on my Mixed Reality Scale. Here lies the domain of Virtual Reality (VR), a technology that uses no real elements except for the user’s human senses. The user is submersed in a seemingly separate reality, where visual, acoustic and sometimes haptic feedback serve to transpose them into this artificial, yet highly immersive space. Notice the shift from viewer to user: this is a function of the interactivity offered by digital space. VR was the forerunner to current AR research, and remains an active realm of academic study.
Computer graphics also enhanced the possibilities offered by television and cinema, forging a new point on the Mixed Reality Scale. I refer to the Augmented Virtuality (AV) approach, which uses mainly digital graphics with some real elements superimposed. For example, a newsreader reporting from a virtual studio environment is one common application. I position AV one step closer towards The Virtual to reflect the ratio of real to virtual elements:
There is an expansive realm between AV and VR technologies, media which offer the user wholly virtual constructions that hold potential for immersion and interactivity. I refer to the media of video games and desktop computers. Here the user manipulates visually depicted information for a purpose. These media are diametrically opposed to their counterpart on my scale, the cinema and television, because they are windows this time into a virtual world, actively encouraging (rather than denying) user interactivity to perform their function. Though operating in virtuality, the user remains grounded in The Real due to apparatus constraints.
Now, further technological advancements allow the fusion of real and virtual elements in ways not previously possible. Having traversed our way from The Real to The Virtual, we have now begun to make our way back. We are making a return to Augmented Reality, taking with us the knowledge to manipulate wholly virtual 3D objects and the computing power to integrate digital information into live, real world imagery. AR is deservedly close to The Real on my scale, because it requires physicality to function. This exciting new medium has the potential to change the way we perceive our world, forging a closer integration between our two binary worlds. It is this potential as an exciting and entirely new medium that has driven me to carry out the following work.
To begin, I address the science behind AR and its current applications. Next, I exploit an industry connection to inform a discussion of AR’s development as an entertainment medium. Then, I construct a methodology for analysis from previous academic thought on emergent technologies, whilst addressing the problems of doing so. I use this methodology to locate AR in its wider technologic, academic, social and economic context. This discussion opens ground for a deeper analysis of AR’s potential socio-cultural impact, which makes use of theories of media and communication and spatial enquiry. I conclude with a final critique that holds implications for the further analysis of Mixed Reality technology.