Digital projection technology has begun to make some inroads into being more accessible to businesses of smaller budget sizes. Once only a product of major corporations for expensive demonstration shows, the tech is now more ubiquitous in projecting interactive images onto floors, walls, and even complex surfaces. It’s the latter that’s called projection mapping where you can essentially take any image and shape it so it fits onto complex surfaces with curves and edges. While still a growing technology, you’re starting to see it used considerably in car shows where projected images are being used directly on cars or surrounding surfaces.
The above has a lot of possibilities if you’ve ever seen it demonstrated. In fact, it takes marketing to new levels with interactive images and animation that gives the production of a surreal movie without anything physically moving. And it’s even becoming available for personal use in ways that could help bring creative ideas to interior decorating.
Projection Mapping at Car Shows
Companies that offer projection mapping around the world are providing the ability to project animation and still images onto the surface of demonstrated cars. A U.K. company that provides projection mapping has a video demonstrating just how amazing this technique is when applied to a car show. The above video was taken for a car demo at Honda and shows animation on the tires, abstract images over the car’s body, plus background images giving the illusion of movement.
You have to imagine those who saw the above demonstration had their jaws to the floor after seeing it for the first time. The ability to physically demonstrate different colors on the car and how it looks while moving without doing anything but project images may soon revolutionize all marketing once the price comes down further.
Just what else is projection mapping being used for, and how can you use it for marketing in other scenarios?
Other Surfaces for Projection Mapping
You’ve perhaps already seen projection mapping at work in major cities where the technology can project images of people or landscapes over the side of a building or skyscraper. It’s one of the few uses of projection mapping outdoors, mainly because it has countless uses on complex surfaces for interior spaces. Projection Mapping Central is a comprehensive site that shows you just how extensive this technology works now in projecting images onto walls, tables, and even arena floors.
As with cars, people can walk up to objects with the projected images and not be able to tell it’s digital imagery. Even more so, projection mapping has become sophisticated enough where it gives the illusion of 3D objects seemingly floating in space or sitting on flat surfaces. It’s close to holographic territory, except the objects look solid rather than being transparent.
On a personal level, you can project images onto the interior walls of your house for some interesting digital decorating ideas. Projection Mapping Central even shows the ability to project web pages on a room wall that you can use for monitoring while watching TV. Yes, this gives an innovative new spin on the coalescing of the net with TV.
How much will projection mapping be used in America? It’s already being used in corporate marketing, plus the idea of doing digital decorating in our homes might soon become a huge fad. When the tech becomes more affordable, we’ll ultimately be able to impress people with more while having less in reality.
In a lot of ways, that seems to be our never-ending goal in life, and digital projection will only help enhance that to help us get ahead.