Phygital and XR: The Synthetic World That's Coming

The trend of using new digital tools to create physical experiences has recently grown beyond just marketing buzzwords. The digital and physical worlds are colliding in a phenomenon known as Phygital, or Physical Digital Mixed Reality. In simpler terms, this means that the physical and virtual worlds overlap to create mixed experiences that combine the best of both worlds. Phygital is one example of how technology is coming together to bridge the gap between real life and the online world. This blog explores what Phygital and XR mean for brands, consumers, and companies.

What is Phygital?

Phygital is a blend of physical and digital that describes the merging of digital and physical experiences. While the concept of a digital world merging with the physical world has been discussed for years (most notably with the arrival of Augmented Reality and Virtual Reality), the term phygital didn't emerge until recently as a term used to describe the interlinking of these mediums. The term phygital is a play on the physical and digital, highlighting the importance of bringing these two worlds closer together. Phygital experiences will become increasingly important as we move toward a digital world dependent on the physical world.

What is XR?

XR stands for Extended Reality and describes a world in which the digital and physical worlds collide to create a new type of experience. XR is often used as a catch-all term for both Augmented Reality (AR) and Virtual Reality (VR), though it can also include elements of other emerging technologies, such as MR and MR. In short, XR is about more than just AR or VR. It is about synthetic experiences that combine the best of both worlds and allows brands to message in more relatable, efficient, and impactful ways.

How Does Phygital Work?

Phygital experiences combine digital and physical elements to create a new type of experience. You may have seen phygital in action with AR apps that include a digital component, such as a virtual tape measure that overlays onto a real-life object. Beyond AR, phygital experiences could consist of a virtual product placed into a real-life setting or a digital tool integrated with a physical product. Phygital is often used to describe the use of biological effects that include a digital component. By bringing these two worlds closer, brands can create meaningful connections with consumers and provide more seamless experiences across all channels. Phygital can also help to address limitations in one channel by taking advantage of strengths from the other track.

Where to Find Phygital Experiences

Depending on the technology used, you may find phygital experiences in both physical and digital places. For example, AR experiences that include a digital component can be found on a brand's website or in apps. VR experiences are often found in a headset or at special events. Phygital experiences can also be found in a hybrid between the physical and digital worlds. Digital tools integrated into physical products (such as an AR tool built into a device like a screwdriver) are a great example of this type of experience.

How Can Companies Benefit From Phygital?

Phygital can benefit companies in a variety of ways. For example, phygital experiences that combine the best of both physical and digital elements can help brands to communicate their message more efficiently. By bringing the digital and physical worlds closer, brands can use one experience (or a combination of both) to share multiple messages simultaneously. For example, a tool company could feature a phygital expertise that includes both a physical and digital product. This experience could consist of an augmented reality experience that allows users to place the digital creation in a real-life setting to see how it would look. It could also include a VR experience that will enable users to see the physical product in VR.

Consumer Benefits of Phygital and XR

Beyond the benefits that phygital can bring to brands, phygital can also provide meaningful benefits to consumers. For example, phygital creates more meaningful connections between consumers and brands. This is especially true for VR and AR experiences, which can be more immersive than traditional digital experiences. Phygital also opens up new worlds of creativity for brands and provides more opportunities for brands to connect with consumers.

Final Words

Phygital and XR are the two concepts that are the basis for all of the fantastic experiences that are possible when the physical and digital worlds collide. These two concepts combine the physical and digital worlds in a way that hasn't been seen before. The popularity of Phygital and XR is growing, and brands are taking advantage of these new tools to create more engaging and meaningful customer experiences.

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