Immersive Branding

Google is redefining how we perceive the multiple “realities” we have been wrangling to understand to begin with by introducing Immersive Computing.

On one end of the human experience, you have reality. Living, breathing, non-digital reality. It’s great. Usually. In the middle, as technology becomes more “immersive,” you have augmented reality. Basically, graphics start to float in front of your eyes on top of the real world–like a monster in Pokémon Go. Then, eventually, as more and more of these graphics are layered over your perception, you naturally segue into virtual reality. At the right end of the spectrum, all reality has been replaced with pixels.

Basically, this is saying that the existing range of really distinct experiences or technological paradigms, aren’t different, but are all a gradient. And as technology advances and devices merge, immersive computing will allow us to pick and choose how much reality get (or don’t get). It’s the ability to dive as deeply (or shallowly) into the digital world as we’d like, at any time we’d would like, through glasses, or goggles, or a screen, or contact lenses…but preferably a Google device (Wink! Wink!)

And it’s also a way for Google (and brands) to eventually be able to hack our perception at a moment’s notice…In gradients of course.

Why It’s Hot:

New interesting way to frame immersive technologies- one that is more palatable to general audiences

  • By consolidating all their “reality related” interface experiments under one tech genre, Google is positioning themselves as the leaders in the category
  • It’s also an indicator of where they are going to be taking headsets/glasses, and possibly Samsung’s contacts.