Marker-based AR means that the virtual elements are introduced using a recognizable image from the real world. For the AR to be activated, the user’s phone’s camera needs to properly identify this shape or image among its surroundings.
An AR experience uses this real life “marker” and designs the virtual elements around it. For example, this marker can be a business card with a QR code. The customer would scan the QR code, activating the AR experience. Then on the phone screen, the customer watches as the business card transforms into a stage for a salesman to appear and speak.
This video of the salesman speaking to the customer is scaled to appear as if he’s standing on the business card itself. While the salesman is speaking, the customer can move the business card in their hand. The salesman moves seamlessly with the card, affixed and consistently scaled to this marker. This unique experience makes this salesman’s business more memorable.
Product packaging is also a popular form of marker-based Augmented Reality. In this case the packaging itself is the marker. This is especially helpful if the packaging is memorable, like a potato chip canister. Every packaging has its own design elements. By using those to create virtual animation, it makes the packaging come alive.
As a result, the customer builds a positive experience with the product’s appearance and is more apt to remember it next time they’re shopping. The brand’s goal is to take something in the real world and make it more fun and memorable.