The industry has made great strides in terms of creating AR experiences with animations and objects that seem to exist in the real world. But brands and developers alike continue to struggle in an area where there’s also a lot of opportunity: integrating text into these experiences. Monotype’s CMO Brett Zucker explains how brands and developers alike can tackle this important challenge.
Emojis have become ubiquitous, used to convey our emotions, reactions, or to infuse some lightheartedness into our digital conversations. Swyft Media is a pioneer in this space, and has worked on campaigns that allow well-known brands to effectively engage with consumers where they spend so much of their time: mobile messaging apps.
Fonts and typefaces aren't just for artists and designers. As mobile computing and technologies like connected cars, AR, and VR continue to grow, engineers will find themselves paying more and more attention to fonts. Vivek Vadakkuppattu, Monotype’s product management director, talked about trend at the Embedded Systems Conference.
A graphic designer in France believes that big brands can save millions of dollars a year and help preserve the environment simply by making slight changes to their logos to use less ink. Tom Rickner, director of The Monotype Studio, commented on how brands could react to this type of movement, noting that in the age of branding, brands must be careful to maintain their voice. He says, "Making changes in the type solely for the reduction of an ecological impact needs to be considered in these broader contexts."
AR presents infinite opportunities for brands, but are creatives ready for an augmented future?
Monotype’s Chief Innovation Officer Steve Martin explains how augmented reality opens up creative possibilities for brands, but poses a challenge in integrating text. Martin points out that delivering text as part of the augmented experience has proven to be such a burden that creative teams often try to minimize the use of text or simply avoid using it altogether.