AR Gallery
AR TECHNOLOGY & MARKETING WEBSITE DESIGN
Unlike traditional art, we are creating AR art gallery experience for new age world because of interactivity and immersive-ness of this media. A new way of experiencing an art exhibition and explore art beyond gallery walls. Exhibition will be coming together to display a curation of their most beloved classic art pieces. Each visitor will be prompted to download an app. After entering the gallery, they will be able to view large-scale prints of seven famous artworks, each of which encapsulates with emotions. The intuitive app uses augmented reality to tap into new dimensions, allowing you to connect with art on a deeper level. App that transforms the way you look at art. By connecting a digital layer to traditional artworks. Simply point your phone at the artwork with headphones on and watch it come to life.
My role
Ideation; Day-to-day designer; Developed and maintained a design language across desktop and mobile devices; User research; Prototyping; UI design Developer, Web Site developer, AR Animation.
Date
January 2022 – May 2022
Art & emotion
All aesthetic experiences possess the ability to arouse strong emotions. As children, we begin making connections to understand simple concepts. We learn that when a plate appears, we are about to be fed, and when the lights dim, it’s time to sleep. However, as we grow older, these connections become more conceptual, and we come to associate certain images with emotions.
These associations can be rooted in personal memory, a specific culture, or a wider human consciousness. When we look at art, each expression, colour or symbol acts as a visual cue that triggers an emotional response by calling upon these deep-seated associations. Food for the thought? As an artist or as visitors, what can you draw from this associations? Bridging the gap between experience and emotions. The visitors’ emotional “quotient” can be analysed and metamorphosed into different forms, different colours and intensities of light or rhythm to ears.
DISCOVERY
design Goals
Awareness
- Since the inception of psychoanalysis, utilise the creative process to help people explore self-expression and, in doing so, find new ways to gain personal insight and develop new coping skills.
- The creation or appreciation of art is used to help people explore emotions, develop self-awareness, cope with stress, boost self-esteem, and work on social skills.
Engagement
- New technologies – AR, facial recognition, 3D projection and much more can help people who are in need of art therapy via interactivity and immersive-ness of this media. Allowing people to connect with art on a deeper level.
- Increase user engagement and knowledge on Instagram as to create- mindfulness about creative expression, communication and networking.
- These advancements rapidly continue to emerge, there is also an increased curiosity and discussion among art therapists about the impact and applications of digital technology on practice. One can create imagery by using an endless variety of painting and technology orientation.
Conversion
- After user engagement, revenue generation can be achieved by a traffic channel at Instagram (post, reels and account making), social media platform.
- Hiring bloggers to measure weekly and monthly charts on the basis of traffic.
- Paid Installation
DISCOVERY
Technology
Augmented reality is the process of using technology to superimpose images, text or sounds on top of what a person can already see. It uses a smartphone or tablet to alter the existing picture, via an app. The user stands in front of a scene and holds up their device. It will show them an altered version of reality. There are many ways that museums could be using augmented reality.
When museums around the world added audio tour guides to their standard fare, visitors received the added benefit of information about the piece of art they were viewing. However, this experience is limited to the ears, and not the eyes, and often requires viewers to follow a specific route through the exhibition. With the rise of Augmented Reality (AR), image recognition and headphones visitors are now freed from this pre-determined route, and can stay focused on the visual experience of an art exhibition, while still gaining valuable insight into what they’re viewing. One of the great things about AR is its accessibility, as it can be accessed on widely used hardware, such as a smartphone or tablet, as well as more sophisticated kit such as the Microsoft Hololens. Immersive technology refers to technology that replaces or expands the physical world by the creation of 360 space, allowing users to look in any direction and see content.
DISCOVERY
How can museums use augmented reality?
There are many possibilities for the use of AR in museums. The most straightforward way is to use it to add explanations of pieces. This means visitors will get more information when they view exhibitions using AR. Museums could even use it to display digital versions of artists next to their work. These 3D personas are then able to provide a narration. AR gives an opportunity to add a third dimension to displays, bringing objects or scenes to life. There are already many institutions around the world using AR. These projects bring something new to existing collections and attract wider audiences. Here are some interesting ways that museums are using augmented reality.
When museums around the world added audio tour guides to their standard fare, visitors received the added benefit of information about the piece of art they were viewing. However, this experience is limited to the ears, and not the eyes, and often requires viewers to follow a specific route through the exhibition. With the rise of Augmented Reality (AR), image recognition and headphones visitors are now freed from this pre-determined route, and can stay focused on the visual experience of an art exhibition, while still gaining valuable insight into what they’re viewing. One of the great things about AR is its accessibility, as it can be accessed on widely used hardware, such as a smartphone or tablet, as well as more sophisticated kit such as the Microsoft Hololens. Immersive technology refers to technology that replaces or expands the physical world by the creation of 360 space, allowing users to look in any direction and see content.
DISCOVERY
Categorising Emotions
Emotions are a universal language, shared amongst human beings and animals alike. Although experiencing emotions is something that comes subconsciously to all of us, further studies behind the what’s and why’s of emotions have been conducted for decades. Scientists and psychologists have strived to objectify emotions, categorise them, and define impartial methods on observing and studying emotional phenomena. World-renowned researcher and expert on human emotions, Paul Ekman, has identified six main emotions throughout his studies over multiple decades. He theorised that all humans share several innate emotions, namely happiness, sadness, surprise, anger, fear, and disgust. These emotions are often accompanied by universal facial expressions / bodily reactions that are recognised across cultures.
DISCOVERY
Depicting Emotions in Art
Emotions are a universal language, shared amongst human beings and animals alike. Although experiencing emotions is something that comes subconsciously to all of us, further studies behind the what’s and why’s of emotions have been conducted for decades. Scientists and psychologists have strived to objectify emotions, categorise them, and define impartial methods on observing and studying emotional phenomena. World-renowned researcher and expert on human emotions, Paul Ekman, has identified six main emotions throughout his studies over multiple decades. He theorised that all humans share several innate emotions, namely happiness, sadness, surprise, anger, fear, and disgust. These emotions are often accompanied by universal facial expressions / bodily reactions that are recognised across cultures.
Anger
Anger – The Great Day of His Wrath, John Martin (1851-1853)
This painting illustrates a violent cataclysm of destruction, as part of the artist’s triptych depicting the Last Judgment. The darkened sky, splitting lightning, and waves of rock evoke a sensation of helplessness against the furious forces of nature. It is an astonishing depiction of Biblical rage and nature’s ferocity.
Happiness
Rain’s Rustle In The Park, Leonid Afremov
This artwork illustrates a cosy, rain-soaked landscape that invokes feelings of warmth and joy. The mellow colour palette, paired with the almost hazy appearance on the painting, depicts a joyous scene. The artist’s unique painting technique evokes a wet effect on the canvas, further immersing the art piece in its depiction of a rainy evening.
Sadness
Melancholy, Edvard Munch (1894-1896)
This art piece portrays a destitute, lonesome man, brooding by the sea. In the background, a distant couple appears to be embarking on a boat, which seems to be causing the man his distress. It is based on a real-life friend of the artist, who was caught in a love triangle with a married woman. The artist’s Symbolist style drew from the irrational and emotional to represent the psychological state of his subject.
Surprise
The Truth About Edna, Shelly Wilkerson (2012)
While sitting in the rotary meeting, I overheard something in greeting. I can’t help but blurt, this delicious dirt.
It’s news that bears some repeating. Edna, our companion and friend,
(And I hope that I don’t offend), Was caught by her peers, with a man half her years. It’s something I can’t comprehend!
DEFINE
user Journey
DEFINE
Social media campaign
Reach
- The first step is to identify and approach our target audience. We will conduct in-depth research and market segmentation to identify our target demographic, discover the channels that they are most active in / have a highest preference, and begin reaching out to our audience via the identified channels.
For this project, we are targeting Millennial working professionals aged between 25-35 who have an interest in art and culture. This is due to their proclivity of interacting with brands on social media, in addition to frequently sharing social pages among friends and family (Sprout Social, 2021).
Act
Once the target audience has been reached, we will then look into encouraging interactions in order to generate interest. We will do so via targeted social media posts that prompt user engagement, sharing information about the installation, and spreading calls to action (CTAs) to visit our website. This objective will be tracked by the total number of pageviews (both on social media and our website) to gauge the amount of interest generated for the project.
Convert
This step involves achieving conversion of our online audience into physical visitors. This goal can be calculated via keeping track of the number of visitors the installation receives. To get a more in-depth picture of the effectiveness of our marketing efforts, we can also conduct a short survey on each visitor. Using this method, we can analyze how effective each form of marketing has been (organic posts, paid posts, word of mouth, flyer distribution), and improve each approach to maximize the number of visitors received.
Engage
The final step is to engage with the audience we have built via social media and other online channels. Before each visitor leaves the exhibition, they are prompted to share photos and videos of the exhibition on social media using pre-determined hashtags. They are also encouraged to tag our official social accounts, where we can then re-post user content to enhance engagement and generate long-lasting awareness for the project.
DEFINE
Post
DEFINE
Stories
DEFINE
Branding & Merchandising
DEFINE
Design System
I approached our design system in an atomic way, creating atoms, molecules and organisms that build on each other. Our goal was to establish a system that would be efficient for users to use but also intuitive, and at the same time digestible to develop the website on WordPress. Being aware that this had to integrate with an existing brand whose social media profile and merchandising we had already created. We were meticulous in our documentation of the system, and strategically built organism-level components in a way that could be used in accordance with Gallery own value.
We started created the low- fidelity frame, we also created the High-Fidelity frames on Adobe Xd and then proceeded to WordPress. We divided our site into pages, of which:
- Home
- Events
- Reservations
- FAQs
- Shop
- Contact us
- My Account
We have included customer reviews on the home page and linked the platform to social media.
Using the WooCommerce plugin we introduced online payments to the site, allowing users to buy merchandising.
develop
Evaluation
To evaluate the usability of the Web-Site, we conducted an **unmoderated task-based remote usability study** with 26 participants. This was followed by a qualitative survey that asked participants to describe their thought process while performing tasks.
Here is a brief overview of the process:
- Explain the concept behind the Web-Site to the users.
- Asking them to perform the reference tasks one by one.
- Asking for feedback after each task about what went well and what didn’t.
- Analysing test results to find patterns within the data.
- Iterate the design based on new insights.
We gathered a mostly positive response to the Web-Site prototype. Participants were able to perform the benchmark tasks with ease, and the survey allowed us to obtain qualitative data on users’ thoughts while using the app. Finally, we drafted small changes to finalise the system according to more specific user needs.
Feedback
Once the final product was completed, we selected some of the most important feedback. Most people find the idea of an art gallery in AR innovative and interesting. The exhibition hosted over 60 people in the first week alone and the instagram page gained almost 2000 followers in two months.
Website traffic was high throughout the duration of the exhibition and over 50 gadgets were sold. Visitors also stated that the images produced in argumented reality fully succeeded in representing the emotions the user felt when looking at the works.
Learnings
- How to create renders in AR
- Setting up an art gallery and creating storytelling
- Create a consistent brand across all platforms
- Using innovation even in evergreen contexts like art brings incredible results.