What is an AR marker? Explaining its mechanism, types, and use cases!

"When I hold my smartphone camera over it, a character pops out from inside a poster!"
AR markers make this experience possible.
AR markers are a technology that uses images or specific objects as "markers" to overlay digital content onto the real world.
They are used in a variety of applications, including posters, product packaging, business cards, and tourist guides, and are attracting attention in the fields of advertising, marketing, education, and entertainment.
However, many people may have questions, such as "What is an AR marker?" "How does it work?" and "How is it different from a 2D barcode?"
This article provides a beginner-friendly explanation of AR markers.

What is an AR marker? Explaining the basic mechanism

What is an AR marker?

AR markers are images or objects that serve as landmarks for displaying digital content using smartphones or AR apps. Simply point your camera at them to display 3D models, videos, text, and more overlaid on the real world. This technology can be embedded in posters, product packaging, printed materials, business cards, and more, and offers greater freedom of expression than traditional 2D barcodes

How AR markers work

The operation of the AR marker mainly consists of the following process

1. Read the marker with the camera

It uses the camera on your smartphone or tablet to recognize specific images and markers

2. The AR system analyzes and acquires data

It uses image recognition technology to read related 3D models, images (video content), text information, etc

3. Overlaying digital content on the real world

Content is drawn on the screen in real time according to the position and angle of the AR marker

4. Responds to user movements and displays at the optimal viewpoint

It utilizes GPS, camera angle, and device location information to create a more natural AR experience

This mechanism allows AR markers to provide not only static information but also interactive experiences between users and content, making them popular in the fields of marketing and education

Technical points of AR markers

The following elements are important for the AR marker to function:

• High-precision image recognition (requires accurate tracking)
• Stable data communication (may work in conjunction with the cloud)
• Camera performance (low resolution cameras may result in poor recognition accuracy)
• Compatible devices (smartphones, tablets, AR-compatible devices, etc.)

In addition, WebAR technology has evolved in recent years, and there are an increasing number of services that allow you to experience AR on your browser without having to install an app

Types of AR markers and their differences from 2D barcodes

1. Types of AR markers

We have classified AR markers into five types based on the objects they recognize. Let's take a look at the characteristics of each

① AR Marker

Image markers are a technology that recognizes specific images as AR markers and displays digital content. They are used on posters, business cards, product packaging, and more, allowing users to enjoy interactive content by holding their smartphone over them.
For example, embedding an AR marker in a movie poster and setting up a mechanism that automatically plays a trailer when a smartphone is held over it can simultaneously create a visual impact and provide information.
Another use case is to print an AR marker on product packaging, and when scanned, 3D models and videos will appear, providing detailed explanations of the product's usage and features.
In this way, image markers can be used to effectively communicate information that cannot be conveyed through traditional printed materials, improving the user experience.

②Image tracking (image recognition type)

Image tracking is a technology that uses a camera to recognize a specific image and then fixates and displays AR content on that image. For example, scanning a company logo or team mascot on a sticker or poster can result in 3D animation or video playing directly on top of the image. Even if the camera's viewpoint changes, the AR content moves with the image, providing a more immersive experience.
This technology is particularly well-suited for marketing initiatives that combine print and AR, and is increasingly being used in the advertising and publishing industries.

③Spatial recognition type

Spatial recognition is a technology that uses a camera to recognize the surrounding environment and place digital content in a specific location. Digital content can be displayed in the appropriate location using plane detection, which recognizes flat surfaces such as floors and tables, wall detection, or by touching an object with a smartphone or tablet. Its unique feature is that it does not require image markers.
For example, in a furniture placement simulation, a smartphone camera can detect the floor and place a 3D model in the room. This allows users to check the actual size and design. It is widely used in online shopping and interior design, allowing users to check whether the size and color of furniture will fit in the room before purchasing. It is
also used as a tourist guide, where users can point their smartphone camera at a street and AR information about historical buildings and tourist attractions is displayed.

④Object recognition type (3D object marker)

Object recognition is a technology that recognizes specific three-dimensional objects (3D objects) and displays AR content according to their shape and angle. Unlike image markers, it recognizes the 3D object itself rather than a 2D image, allowing it to provide an AR experience that matches the actual shape.
For example, in an AR exhibition at a museum, visitors can hold their smartphone over a sculpture or historical artifact and see a detailed explanation of the work and a 3D reconstruction of the image. This allows for a deeper understanding that goes beyond simple visual appreciation. Because
object recognition AR can be triggered by an actual three-dimensional object, it is attracting attention as a technology that can provide new experiences in fields such as advertising, sales promotion, art exhibitions, and education.

⑤Face tracking (face recognition AR)

Face tracking is a technology that uses the camera on a smartphone or tablet to recognize the shape and movement of a face and apply AR effects. It is used for things like social media filter functions and virtual try-on services.
Using facial recognition AR, it is also possible to place a "buy button" or "link to a brand page" in the AR. This creates a path that allows users to purchase products they like on the spot, enhancing marketing effectiveness.
This technology is gaining attention as a method highly compatible with e-commerce and social media marketing.

2. Difference between AR markers and 2D barcodes

Both AR markers and 2D barcodes have the function of reading information, but their mechanisms and uses are different

The difference between 2D barcodes and AR markers is that a 2D barcode is a means of reading information, while an AR marker is a means of visually experiencing information.
For example, a 2D barcode is used as a means of accessing websites, while an AR marker is used to overlay digital information on real space.

AR marker usage examples

1. How to use AR markers

AR markers are used in a variety of industries. Here we will introduce four areas where they are being used most: advertising and promotion, education and learning, retail and e-commerce, and tourism and entertainment

① Use in advertising and promotions

In recent years, many companies have been using AR markers for advertising and promotions. While traditional posters and flyers can only convey static information, combining them with AR can provide a more interactive experience.
Additionally, by placing a link button within the AR content, it is possible to direct users directly to a homepage or campaign page.

②Education and learning

In the field of education, AR markers can be used to provide a more intuitive learning experience. In particular, combining paper learning materials with digital content makes it possible to achieve a "lifelike experience" that was difficult to achieve with traditional learning methods.
For example, an AR marker can be placed in a history textbook, and when students hold their smartphone over it, historical figures appear as 3D models and provide audio commentary. AR can also be used in science experiment books to simulate actual chemical reactions and physical phenomena, providing a visual learning environment for students.

3. Retail and e-commerce

One of the challenges of online shopping is the inability to actually touch and try on products. By utilizing AR markers, consumers can experience products in a more realistic way.
For example, the apparel industry has introduced AR try-on systems, allowing customers to virtually try on clothes and accessories using their smartphone cameras. Cosmetics brands also use AR markers to provide apps that allow customers to simulate lipstick and foundation shades on their own face. Furthermore,
AR-based simulations are also becoming more common in the furniture and interior design industries. Consumers can use AR to virtually place furniture in their home spaces and check the actual size and balance of the design.

④Tourism and entertainment

The tourism industry has introduced guide systems that use AR markers, allowing them to provide visitors with more information.
For example, there are systems that place AR markers on historical buildings and ruins, and when a user holds a smartphone over them, a 3D image of what the markers looked like at the time is reproduced. This allows tourists to enjoy comparing modern scenery with past landscapes.
Some art museums also use AR technology to introduce a system where, when a user holds a smartphone over an exhibit, a video explaining the artist's work and explaining the background of its creation is displayed. This allows visitors to gain a deeper understanding of the work and enjoy the exhibits more.

2. Successful Cases Using AR Markers

1. Tokyo Port Pier: Promoting tourism with an AR digital stamp rally

In recent years, tourist destinations and historical sites have been using AR technology to enhance visitor experiences. Stamp rallies using AR markers installed in parks and tourist areas are an effective way to entertain visitors while providing educational opportunities.
Tokyo Port Pier introduced a digital stamp rally, placing AR markers at seven locations within the park. When visitors hold their smartphones over the markers to scan them, a 2D animated mascot character appears. Visitors who
visit all points and collect all their stamps can receive a special gift in exchange for a souvenir. Implementing such measures motivates visitors to explore the park more widely, improving the overall mobility of the tourist area.

source:

2. AR Works: Smart self-introduction with AR business cards

AR Works offers AR business cards that utilize WebAR technology and do not require a dedicated app. By scanning the business card with a smartphone camera, 3D models and videos are displayed, allowing you to interactively introduce yourself and promote your company. By including company information and product demos, AR Works is gaining attention as a tool that increases customer engagement and leaves a deeper impression

Source: https://promotion.ar-works.jp/

3. Ginbis: Introducing AR photo frames on snack packaging

Confectionery company Ginbis used AR markers on the product packaging of its "Shimi Chocolate Corn Halloween 8-pack" and "Tabekko Animal Halloween Assortment 8-pack." When consumers scan the packaging with their smartphones, an original photo frame appears, allowing them to take a photo with the mascot character. This initiative increased the added value of the products and encouraged consumers to purchase them

Source: https://www.ginbis.co.jp/

How to create an AR marker

Creating an AR marker requires three steps: preparing the marker image, using the AR development tool, and setting the content

1. Preparation of marker images

To improve the accuracy of AR markers, it is important to choose images that are easy to recognize.
Key points:
・High contrast design (clear difference between background and pattern)
・Simple shape (overly complex designs are prone to recognition errors)
・Unique pattern (too many similar images can cause misrecognition)

If you are embedding AR markers on posters, product packaging, etc., be sure to perform a reading test with an AR tool beforehand to make sure they are recognized correctly

2. Use of AR development tools

To create an AR marker, you need to use a dedicated development tool. In recent years, there has been an increase in tools that allow you to create AR markers easily without writing any code

3. Content Settings

You decide what content will be displayed when the AR marker is scanned. Create digital content tailored to your purpose, such as videos, 3D models, animations, or text information, and link it to the marker using AR development tools. For example, you can set it up so that scanning a marker on a product package plays a product introduction video or allows you to rotate and check a 3D model

How to introduce AR markers? Preparations and key points explained

1. Preparation for AR marker installation

To introduce AR markers, follow the steps below

① Clarify your purpose

Let's clarify the purpose of using the AR marker. The main use cases are as follows:

・Installed on product packaging to provide consumers with product information and videos
・Displaying historical background and highlights in tourist guides
・In the education field, supplementing diagrams and photos in textbooks with 3D models

② Select the type of AR marker

There are the following types of AR markers:

• Image-recognition marker: Use company logos and illustrations as AR triggers
• 2D barcode marker: Scan to display WebAR and videos
• Patterned markers: Content appears when you scan a specific design or pattern

③Select the platform you want to use

To operate AR markers, you need to choose the appropriate AR platform.
Depending on your purpose and use, there are two main types: "AR production services" and "AR development engines."
AR production services allow you to easily introduce AR without specialized development skills. Many platforms offering this service support not only AR markers but also WebAR. Some offer free plans and are specialized for events and promotions. On the
other hand, for more advanced customization, you can use an AR development engine to build original AR apps and systems.
Popular tools include Vuforia, 8thWall, and ARToolKit.
However, using these tools requires specialized knowledge and skills, and each development phase (planning, design, implementation, and testing) takes time.

2. Key points for introducing AR markers

① Consider the user experience

When introducing AR markers, it is important to ensure that the design is intuitive and easy for users to use. Smooth access and ease of recognition are particularly important.
For example, by using a two-dimensional barcode-type AR marker, it can be easily scanned with a standard smartphone camera, allowing for an AR experience without the need to download an app. This reduces the burden on users and allows more people to use AR content.
The design and placement of the AR marker also need to be considered. If the marker is not conspicuous or is not placed properly, users may not be able to scan it smoothly, which could lead to abandonment. For this reason, it is important to plan a highly visible design and appropriate placement to create an environment where users can experience AR without getting lost.

② Plan content updates and operations

Even after introducing AR markers, it's important to keep the content fresh and continue to attract user interest. Regular updates and effectiveness measurements will allow you to provide a more effective AR experience.
For example, you can understand how often users use AR and which content is popular, and use this information to improve future initiatives. Additionally, adding new content for seasonal events can increase user repeat rates and enhance the effectiveness of promotions using AR markers.

3. Compare costs and benefits

When introducing AR markers, it is important to carefully consider how much you should spend depending on your objectives. You can maximize cost-effectiveness by clarifying your budget and goals and choosing the optimal implementation method.
For example, for short-term campaigns or limited-time promotions, you can implement them quickly and at low cost by using a SaaS-based AR service.
The key to success is to clarify the purpose of introducing AR markers and determine the balance between the necessary investment and the expected effects.

Introducing AR Works achievements

If you are considering introducing AR, please contact AR Works. Using our extensive track record and latest technology, we will propose the most suitable AR solution.

▼List of achievements | AR Works
https://promotion.ar-works.jp/achievement

AR Marker Summary

AR markers are a technology that can be used on product packaging, posters, tourist guides, and more, to provide users with an interactive experience. Because they allow for easy display of 3D models and videos, their use is expanding in the fields of marketing, education, and entertainment.
When implementing them, it's important to ensure a user-friendly design and update the content. By carefully designing and positioning the markers and creating an intuitive environment, more users will be able to enjoy them.
Furthermore, measuring their effectiveness while implementing them can also lead to improved promotion success rates and brand value. Implementing AR markers is an effective option for marketing strategies and customer engagement.

Introducing AR use scenes and examples

We provide the materials below for those who want to use AR for promotions.
You can check out examples of using AR markers, touch AR, web AR, and more.
Please feel free to download them.

Introducing AR use scenes and examples

This is a collection of AR case studies that can be used in a variety of situations, from business, entertainment to World Heritage Sites.

AR x Entertainment Industry Use Cases

We will introduce some promotional examples that incorporate AR in the entertainment industry

▼List of materials | AR Works
https://promotion.ar-works.jp/request/