The effective of augmented reality in the interactive print design

The research deals with the effectiveness of augmented reality in the design of interactive publications, as augmented reality is one of the newest and most widely used technology techniques. the latest popularity in print advertisements, and it supports advertising with sound and movement, which makes it more attractive than traditional advertisements, where advertisement is displayed on phone screens, which is a process of merging Virtual objects in a real environment in Real-time , augmented reality combines the real and the virtual. Augmented Reality aims to simplify a user's life by bringing virtual information not only to their immediate surroundings, but also to any indirect view of the real world environment, such as a live video broadcast. Augmented reality enhances the user's ability to visualize and interact with the Real world. INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY STUDIES IN ART AND TECHNOLOGY ISSN: 2735-4342 VOLUME 4, ISSUE 2, 2021, 102 – 130. www.egyptfuture.org/ojs/ 103 Here, the advertising designer seeks to attract the uninterested user of passers-by about the print advertisement, and attracting their attention is achieved through the use of impressive interactive techniques beyond the limits of their expectation, and here the passing user becomes involved in the Augmented experience, and that the goal of the advertisement design is to show the consumer the ability of a particular brand to Satisfying his specific needs, the use of modern digital technologies such as augmented reality will add an interactive element to the print advertisement whereby the consumer will be able to participate positively in the interactive print advertisement. Advertising media has clarified augmented reality in facilitating the interaction process between print advertising and consumers. Near communication technology and quick response codes have become part of the print advertisement design process and facilitated the link between the real and virtual world, the physical factors of the augmented reality printed advertisement represent the elements of sound, movement and colors, so they are in radio and television advertisements. As for the printed advertisement, it is silent and does not contain movement or sound. It shows that the augmented reality came to link the old printed advertisement with what is new and its importance as one of the most important publications for advertisement.