Benefits of 3D Projection Mapping Over Standard Print
Projection mapping has come a long way since it was created. Once, you could only project onto flat surfaces and now, you can project onto any object – regardless of size or shape – without any distortion. Impressive projection displays are highly favoured for big events, such as concerts, building openings, product launches and more. And there are some good reasons why. But what is 3D projection mapping and what are the benefits?
What is Projection Mapping? A Brief Intro
3D projection mapping, also known as spatial augmented reality, turns any common 3D object (from the sides of buildings to cars and even people) into interactive, highly visual displays.
One of the first instances of projection mapping was in the mid-80s with Michael Naimark’s film based, art installation, Displacements, where two actors were filmed in a living room setting. This video was then projected onto the same set that had been spray painted white but without the actors being there in the flesh, recreating the same film sequence.
The reason the set had to be spray painted white was so the projector could project everything exactly how it appears in the film – except for the actors, who looked like apparitions.
Modern projection mapping has evolved a lot since then and you no longer need to spray paint anything white or have flat surfaces and the projections still come out looking strikingly 3D and realistic.
What are the Benefits of 3D Projection Mapping and How is it Different to Standard Print?
It’s More Portable
Needing posters, banners, crowd barriers, lights and other props for an event can be time-consuming because you need to set up, transport and dismantle each of them. It’s easy to forget something.
Projection mapping eliminates all of these issues. All you need is an image or theme designed using the appropriate software and a projector – and you’ll be set for a highly entertaining, impressive display.
Space and Weight Aren’t Issues When Using Tension Frames
With printed materials, you can be limited by the amount of space you have. For example, you can only go up to a certain banner size or only have a particular number because you’re limited to the size of the room you’re in.
This isn’t the case with projection mapping. You can conveniently transform any space into a variety of designs and displays. For example, a plain unfurnished room can be transformed into a glitzy ballroom at the touch of a button and all you need is your theme and a projector. You don’t need any physical props and sets, nor do you need to set it all up.
And it’s not just space. If you ever need a backdrop for your 3D projections, tension frames can be used. These modular systems consist of a printed screen which is stretched across the size of the display frame. They can be cut to your exact specifications, whether they’re big or small, straight or curved.
Tension frames are highly popular for a variety of reasons, including their slim and lightweight nature, which enables them to be easily set up, taken down, stored and transported. Plus, they’re versatile as they can also be used for non-projection purposes such as a backlit display or non-illuminated graphics.
It Provides a Huge Scope for Creativity
While printed materials alone can look very impressive, there’s a limit to how sensory they can be. With projection mapping, there’s so much you can experiment with – whether it’s different colours, logos, backdrops, animation and audio.
Because projection mapping relies on computer technology, as long as you have the latest software, there’s ever more possibilities.
You Can Keep Re-using Them
Often, standard print can only be used for one event or one company. Once it’s been printed, that’s it. You can’t go back and adjust it. In contrast, projection mapping can be repurposed over and over again – even after large events such as professional sports games, concerts and theatre shows. All you need to do is adjust the content (if you even need to) and install it onto the same projectors.
This makes it much more cost-effective than standard print as you don’t need to buy a set of props that will only be used once.
It’s Easier to Create an Immersive Experience for Your Audience
Because projection mapping is so flexible and there’s even more room to be creative, your efforts can stand out a lot more.
For example, sitting in a room with a spectacular image of the night sky and stars might look beautiful but you know that it’s just a photo. However, if you’re sitting in a room where a 360 degree, panoramic image seamlessly wraps around all of the walls and the projectors work to make it look as though the stars are twinkling, your brain will start to think you’re sitting outside. You might not be completely convinced, but it’s an enchanting experience which hopefully illustrates how projection mapping can be used in your marketing efforts.
And these are the differences between standard print and 3D projection mapping. Projection mapping is much more interactive and imaginative than simple 2D print formats alone – all of which work to immerse your audience into the experience and make it more memorable.
When incorporating print into your marketing efforts, don’t just keep it plain and simple. Do more than offering a flat, two-dimensional experience.
Carry on Learning About Projection Mapping, Tension Frame Displays and Other Large Format Print Displays
Standard print and projection mapping each have a lot of benefits but in a world where the audience is constantly being exposed to information wherever they are, it’s important that companies like yours are using methods that can deliver that ‘wow’ factor.
Projection mapping is the approach that fits well into this and can easily capture the attention of your audience.
But projection mapping is only one type of large format printing and if you want to see the best results from your marketing strategy, you should be using a variety of techniques. Have a look on our all-in-one resource page for everything you need to know about large format printing. From the different types such as 3D projection mapping to what they can bring to your projects, our page can help you decide on which printed materials are best for your needs.