Projection Mapping And Its Different Types
Projection mapping is one of the fundamental approaches to realize Augmented Reality Systems. However, in this approach, users can directly see the display without hand-held or worn devices. To use the projection mapping technique, an artist should select the image first and software used to map the image or video to the surfaces. This specialized software mimics the existing surface, and the projection will be displayed on this surface.
It is a technique that turns objects such as buildings, stages or landscapes into display surfaces for video projection. It takes everyday objects and transforms them into life-like displays comprising smaller projectors that bring the entire display to life. In the advertising world, this is also known as Projection Media or 3D mapping. Projection mapping dates to the late 1960s, first known as the Madame Leota Effect or the Spatial Augmented. Reality. It became widely used by artists in 2001, with some companies adopting it as a technological advancement tool.
Projection-Mapping requires a lot of time and specialized skills, which makes the entire process costly. This cost will also cover engineers, creatives, on-site logistics and all the other resources it takes to pull off the work flawlessly. Due to the costs involved, most enterprises that opt for Projection mapping as a marketing tool often do it at a point when they are sure they are going to get a return on their investment. Also, they have already created some form of brand awareness or gathered social media following for their brand.
Projection mapping can be divided into four categories.
Static or Interactive: This is where the display interacts with the viewers and the environment through programming.
Video: This is where a long segmented show is displayed as a single video. It is not interactive and plays from beginning to end.
Theatrical: This is where the display or projections are cued on demand. This is usually used in conjunction with dance or onstage performance, which is often interactive.
Video Jockeying: This is used in live events, which are often interactive to music and are fully controlled live with pre-programmed sound and video effects.
Projection-Mapping is used as a visualization tool that aids information gathering, and it is mainly used in the advertising world. However, it has also become quite popular in the entertainment and art industry over the years, featuring in a couple of movies and onstage productions to give the audience an immersive experience. One of the reasons companies choose Projection mapping as an advertising tool over other forms of advertising is that it leaves a lasting impression on its viewers and positions the brand in their minds, translating to more customers in the future.
It can be used in smaller-scale advertising, such as projecting items on a screen in a shop, clothes on a mannequin in a boutique. It can also be used on a large scale. A specific example is BMW’s 3D projection in Singapore in 2011. The display was on the side of two buildings, projecting a 3D jigsaw puzzle rearranged into the letters, “Joy is BMW”.
Over the decade, many large brands have adopted projection mapping as a marketing tool in their operations. Notable brands such as Nokia, Samsung and Unilever use video projections in marketing campaigns across the cities to capture a wider audience.
Projection mapping has become a widely accepted marketing tool that brands use to target consumers and create brand awareness. Projection mapping is flexible and can be adapted, from small visuals to large effects on landscapes and buildings, which offers companies a wide range of advertising forms to use. Though it has been established as an expensive option over the other forms of advertisement, it is known to produce better benefits that make it worthwhile.
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