Ask the Board – August 19, 2019 | TRAVIS KRAGH

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“Holographic projection imagery – is it a fad, or is it here to stay?”


No other technology exists quite like the hologram. When used properly, holograms have the ability to turn heads and drop jaws. The 3D effect makes us feel like we’ve stepped into a future reality. What might be a more important question to consider is: What is society’s expectation for the technology? That answer may lie within the history of pop culture.

Pop culture has already driven expectations for futuristic technology such as robots, artificial intelligence and holograms. The public’s expectations for how a hologram looks and works is already being shaped by examples of the technology we’ve seen in Hollywood for years. One of the first and most iconic holograms comes from the Star Wars movies, when Princess Leia relays a secret message via hologram. Ironman’s character Tony Stark displays an even more impressive hologram, which is reactive to touch. These holograms are produced using computer-generated images (CGI), whereas true holograms are created using LED fans or projectors, which create a 3D image with the ability to showcase movement. Obviously, the holograms we see in the movies give a more spectacular impression, because they are created with CGI. And this impression has created the public’s expectation for the technology. Bryce Howitzon, a Google development expert who explores voice and virtual reality UX, highlights this unique perspective in his article Voice Assistants: Science Fiction’s Broken Promise

Holographic projection is in the infancy stage of its life. As our imaginations continue to be influenced by pop culture, we stretch the possibilities for the development of this impressive technology. Get excited to witness its evolution. 

Other interesting reads about holograms:

Fairy Lights – Holograms You Can Touch

Presidential Candidate Plans to Campaign Remotely using 3D Hologram

German Circus Uses Holograms instead of Live Animal Performance

Gatorade Water Hologram

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Co-Founder and Chief Creative Officer
ClockNine

MEMBER OF THE DSE ADVISORY BOARD
Advertising and Brand Council

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