Scientific communication has the commitment not only to make people understand, but also to make them participate. To inform and, at the same time, to design the roadmap so that this information is effective. To communicate and, at the same time, to establish the precise order so that this communication is effective. The combination of creativity and new technologies undoubtedly represents new opportunities for this purpose. But the success of visual impact will depend on the factors that have shaped, shape, and — surely — will continue to shape the principles of good design: effective design.
The challenge of creativity in the field of scientific communication is not merely ornamental, nor is it restricted to the artist’s style; rather, it must be grounded in non-negotiable foundations such as an extraordinary ability to hierarchize information and an extraordinary ability to convey content through the art of simplicity, clarity, and perfect comprehensibility. Each element of our design can or should have a purpose; it must be in its rightful place, accessible and ready to fulfill its function: to be interpreted by the audience in the correct and intended way. This means: accessibility, usability, creative talent, and communicative ability.
In this way, when we talk about the versatility of new technologies applied to visual communication in the field of scientific communication, the success of our project will depend on our ability to organize the content appropriately and in the right medium. To script it. To study the needs and profile of our audience, select the appropriate channels, and understand that tools are only a means to an end: creating. Perhaps these steps can become some of our greatest allies throughout our creative process.
MULTIMEDIA & INTERACTIVE CONTENT
Same content, different experiences
Imagine that we have printed communication material. Transforming it into a digital version, for example a PDF or an interactive and multimedia ePub, will allow us to enrich our document with videos, audio files, interactive elements, links, images, and all of this with the personal touch of the creative professional who designs it. It will allow us to update the information and also share it and monitor its use. We therefore have a powerful, versatile, and comprehensive tool, but we can give it yet another dimension: turning our dynamic PDF into an immersive experience that we can also share through a simple QR code or a link, without spatial or temporal limits. Our physical composition has become a digital version and now acquires another immersive dimension through augmented reality. It comes to life and integrates into our physical environment. It can be experienced anywhere on the planet at any time; the audience will be able to enter each of its layers and discover each of its elements. Here we add the differential value of entertainment, the playful and participatory nature, and the extraordinary factor of surprise and curiosity.
What else can we do with this augmented reality version?
- Change and update the content and elements of our composition in real time.
- Measure the impact of our message and evaluate its effectiveness.
- Personalize the content. Tailor it to each audience or project.
- Bidirectionality. Share and collaborate in the creation of content.
- Training in immersive environments.
- Complement traditional narratives and content with immersive versions.
- Dynamize and create activities around the immersive experience.
- Interact with other communities. Greater diversification, more diversity.
- Create truly unique experiences.
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A new window for science communication
New technologies offer us multiple possibilities to create content that encourages participation and debate around science through content that also seeks greater visual impact. Augmented reality may be a trend that will eventually go out of fashion — time will tell — but today it is a tool that, at the very least, sparks curiosity in academic environments, as well as in fields such as medicine and pharmaceuticals. From the projection of medical equipment into physical spaces through simple QR codes, to medical leaflets, human anatomy atlases, or prevention and information campaigns about certain pathologies, this technology provides an added value that allows the creation of messages that go beyond purely aesthetic impact. Likewise, the field of education finds in augmented reality a different way of connecting with students, enriching content, and energizing classroom activities. Without a doubt, it can represent that new window for science communication.
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Expanding the reach of our message
There are many added values we can find in the use of this technology to enhance our content, but for its reach to truly have an impact, the key to success lies not only in being faithful to the foundations of effective, clear, and well-scripted design where no step of pre-production, production, or post-production is skipped. Nor will it depend on contributing a greater or lesser dose of creativity, although this will indeed represent a differential value. In reality, there is no single key and raises several questions. The first is to be clear about why I need to create augmented reality and when to do it. In most cases, this technology is additive and effective when used in campaigns. At this point, it is essential to emphasize the importance of planning, planning, and planning. Creating with a clear and measurable objective. We must also consider which tool we are going to use to create augmented reality and what pros and cons it presents. Selecting wisely is key to choosing tools that encourage the democratization of knowledge and guarantee accessibility and usability for all audiences. Finally, it is essential to understand that the success of our project will depend to a great — very great — extent on our ability to communicate it effectively. Just as happens with communication itself, we must help people understand and engage with this space in this space so that it does not become a passing trend, a one-day headline, or an experiment in which time is invested without managing to inspire and engage our audience. Once again, we must create with the commitment to connect with the audience and make them an active part of the project.
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Greater visual impact, greater participation
In this way, visual impact will combine creativity and the signature style of each creative professional who sits in front of a screen or blank sheet of paper with their ability to hierarchize information, dissect it, and bring it closer in the simplest and most attractive way in order to promote effective communication and greater participation.
Multiplying the channels of scientific communication through new technologies such as augmented reality in order to reach other audiences through immersive and multimedia experiences will require a commitment to excellence, personalization, and responsibility — from how we present the content to the use of tools that promote the universalization of knowledge and facilitate access for all interested people — it requires creating with time and love for detail, thinking about the challenge of achieving effectiveness in messages, in their ability to be understood, in their ability to be shared. In creating lasting value.