February 13, 2019 | Eric Rosenberg
Display technology continues to grow and improve, and companies are beginning to take advantage of techniques like projection mapping to tell their brand story, engage with audiences, and provide people with an interactive experience. This technology allows users to incorporate movement with still objects using videos, creating an augmented reality that can help organizations add a touch of artistry to their buildings or events.
Projection mapping can be used in a variety of ways and is adaptable to different display goals, so it’s often used in addition to other technologies. To help you better understand whether projection mapping is a good fit for your organization, this blog will review what projection mapping is, what it looks like when done correctly, and how it can add value to your organization.
What is Projection Mapping?
Projection mapping technology blends and adapts videos or images and projects them onto an object or surface. To do this, different forms of content and data are intertwined and stitched together, and then sent through multiple projectors to create a visual narrative. Every project requires a different process because of the uniqueness of every image, video, canvas shape and surface.
For a projection mapping project to be successful, the environment surrounding the object must be dark. Projections use reflective technology and are highly dependent on contrast ratio, so the brightness, luminance, and colors within the projection have to be adjusted to the amount of ambient light in the room or space. As a result, many outdoor projection mapping projects are meant to be solely used during the nighttime.
Many organizations use this type of display technology because, unlike other displays, projection mapping has no size or canvas restrictions. This has become an audiovisual trend because of its limitless potential for creating a visual storyline due to the ability to incorporate movement. As people continue to use projection mapping to construct different creatives, the wow factor of this technology will only continue to develop and grow.
Projection Mapping Examples
The freedom that projection mapping allows with content and choice of canvas make it a viable option for different types of organizations across a span of industries. The Disneyland Castle is easily one of the most well-known projection mapping projects. Many entertainment organizations use projection mapping to highlight their artistic productions. Other examples of this include the Sydney Opera House in Australia and the Harry Potter Castle at Universal Studios.
Currently, projection mapping technology is most commonly used for art production, advertising, and marketing. You can see this type of display at sporting events, in swimming pools and fountains, and on uniquely shaped objects like cars, art displays, or buildings. You’ll also often see projection mapping at trade shows and concerts.
How Projection Mapping Adds Value to Your Business
Depending on what your business and brand is, you can use projection mapping in different ways. Architectural video mapping focuses on buildings and architecture. Object video mapping touches on geometric forms and unique shapes. Companies with more of a traditional feel might use projection mapping displays on venue walls or flatter, yet still unique surfaces like glass. Regardless, here are the reasons projection mapping can add value to your organization:
You can tell any story you want. Combining images and videos within one projection allows you to add more depth to the message that you want to convey. This also allows you to entice viewers with an immersive experience.
Your organization will stand out. Projection mapping storytelling helps you to connect with your audience directly and in the moment, but also benefits you indirectly. With social media on the rise, this will also encourage people to take video and share your projection mapping display with others.
You can be flexible with display use and messaging. Projections aren’t as permanent as other forms of display like LCD or LED, so projection mapping is often used for pop up installation. You can choose to project onto different canvas at different times within the same space, or make changes to your content.
Whatever the needs of your business or organization, projection mapping offers you the opportunity share a story with your viewers in a unique, energetic way. With the help of an expert and the proper planning, a projection mapping project might be the next great addition to your business.