Glasses-free AR (Augmented Reality) Technology Convergent Application in VI (Visual Identity) Design
Yun Hu Wang, Yan Qiao Liu · Korea Institute of Design Research Society · 2024
Currently, AR augmented reality technology is gradually being used in various industries by fusing the physical and virtual through headsets (head-mounted displays). However, Glasses-free AR (Glasses-free Augmented Reality) has also made great progress. By combining Glasses-free AR with VI (Visual Identity), more vivid, intuitive and attractive displays can be achieved. The purpose of this paper is to explore the innovative integration and application practice of Glasses-free AR and VI design in Kuan Er San Tea brand. Firstly, this paper defines the theoretical concepts of AR augmented reality technology and VI visual identity system by using literature research method. Secondly, it chooses Kuan Er San tea brand as the research object, analyses the uniqueness of the brand and market demand, and puts forward the innovative idea of integrating AR technology into brand VI design. Finally, combining the AR theoretical model under the five senses and emotion and sensory marketing, applying it to the Kuan Er San tea brand and practicing the technology integration, and then analysing the NPS data to arrive at the application assessment. Based on this, two conclusions are drawn. Firstly, the feasibility of integrating AR model and visual identity design of Kuan Er San Tea brand is realised. the integration of AR technology in Kuan Er San Tea brand gives new life and interactivity to the visual elements, enabling consumers to experience the brand culture in depth in the context of intertwining the virtual and the real, and enhances the brand cognition and user stickiness. Secondly, the application practice of integrating the AR model with the visual identity design of Kuan Er San Tea brand was completed. Through the specific design application, the digital upgrade of brand image and the all-round enhancement of user experience were successfully realised, which provides new ideas for traditional tea brands in the innovative development at present.