From Gucci and Valentino to Lancôme and Pangea we’re starting to see brands and retailers invest in web based virtual experiences. Web VR and AR experiences are not apps, they’re browser-based experiences that users can access simply by clicking on a weblink.
Are brands and retailers investing in them because they’re just cool? No. Virtual environments are multi-sensory and less distracting than text or flat image-based web pages because users find themselves immersed in a volumetric space online. Think of them like a cinema, when you go to watch a film, your attention is focused on one thing only – the big screen, it’s difficult to do much else. This is why cinema ads have historically been so important and expensive. A web page has too many distractions, links and exit points. The term TL;DR (Too Long; Didn’t Read) has emerged on web pages because seeing blocks of text on a screen is too much effort to read, so a TL;DR summary, which is often just a single sentence is much easier to digest and retains consumer attention longer. This example is just one tactic marketeers are using online to deliver information and messages that have a higher likelihood of being consumed.
Scientific research shows visuals work better from a human perspective because we respond to and process visual data better than any other type of data. The human brain processes images 60,000 times faster than text, and 90 percent of information transmitted to the brain is visual. Since we are visual by nature, we can use this skill to enhance data processing and organisational effectiveness.
Retailers can learn from this, using colour, form, texture and audio engages all of our senses which makes for a richer and more memorable experience.
Reach out to discuss how we’re using multisensorial design principles to envisage the future of retail.