Reality, augmented. […sustainably?]

Merging analog and digital, this new tool allows users to use their webcam to make a simple printed page come to life. In 3 dimensions!
Augmented Reality: a virtually 3-d landscape unfolds via your computer's webcam.

Augmented Reality: a virtually 3-d landscape unfolds via your computer

An incredible display of technology, it’s not hard to imagine the communication possibilities for sustainability, communicating the background stories of products…or anything for that matter. However it’s not immediately clear how this technique is as exclusive to the future of sustainable communications as it would have us believe (the tool is introduced from within GE’s micro site promoting sustainable technologies like the smart grid and smart power meters). Though a extremely promising tool, a slight scent of greenwash clouds the air.
Watch the video, as presented by Adobe CTO, then try it for yourself.

On the topic of eco-magination, there are some wonderfully communicative info-graphics throughout the micro site. However, overall the site is excessively flashy: lots of pretty pictures…but not much overall content.  It seems to have been created as a playground for cutting-edge graphics more than to support sustainability. (Though, one could argue that’s GE’s intent…) More easily accessible information to back up the claims that GE wants to communicate through such elaborate – and interactive- visuals would lend significantly more credibility to this site.
bar graphs bring information to life with visual virtual worlds

Bar graphs bring information to life with visual virtual worlds

Environmental and financial savings stack up in a bar graph.

Environmental and financial savings stack up in a bar graph.

GE infographic - Mapping CO2 Emissions

GE infographic - Mapping CO2 Emissions

4 replies
  1. Willem
    Willem says:

    hi! I agree, I don’t think it has a lot to do with sustainability. But wow! That’s a really cool website!

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