Authoritative Guide Naked Eye 3D LED Display Technology

The outdoor LED media industry is quietly emerging with a naked eye 3D vision technology trend. Artists and designers worldwide have poured in, giving play to their creative visual imagination, creating a refreshing three-dimensional effect for outdoor media, and pushing it onto the hot Internet search, causing the audience’s curiosity and onlookers. So, what is naked eye 3D technology, and will it bring sustainable and breakthrough business value to the outdoor media industry?

3D LED Technology

What is naked eye 3D technology?

Naked eye 3D technology uses the disparity characteristics of human eyes so that the viewer can feel the vivid and shocking stereo vision effect at a specific angle without the help of other equipment. Loliloli Studio, from the University of the Arts London, specializes in cross-cutting thinking and exploring the use and development of all kinds of media. “Outdoor naked eye 3D LED display technology uses two LED screens with different angles to create video content by the perspective principle. When people stand in front of the corner to watch, they can see the side and front of the object simultaneously, presenting a realistic three-dimensional effect. The designer matches the desired content with the structural space observed by the eye, thus achieving a visual presentation that perfectly integrates the creative content with the real environment.”

Although LED naked eye 3D is not an innovative technological revolution, the principle is similar to early 3D mapping. Still, it does not affect this is a very clever technical expression. The rendered effect is re-projected to a right angle using the camera angle. Finally, the audience felt the effect of the simulated space visual difference from a fixed angle. This outdoor LED naked eye 3D effect brings people a novel and unprecedented special experience. Audiences and brands began to think about redefining the medium of large outdoor LED screens, which boosted the development of the industrial chain.

In addition, the naked eye 3D LED display gives video creativity a lot of room to make all kinds of whimsical content. Therefore, it is also very topical and easy to become a hot topic on social media.

Are all outdoor LED media suitable for naked eye 3D technology?

From the perspective of hardware equipment, not all outdoor LED media are suitable for the naked eye 3D effect. This way has high requirement on not only the fineness of LED display screen but also the designers’ creativity. There are also many media in the industry that are not high-definition media and have low pixel pitch requirements, so it is not ideal for presenting this kind of visual technology.

From the perspective of the shape of a large LED screen, most of the current popular naked eye 3D screens are corner screens. Two adjacent right-angle two-dimensional plane large screens are used to present different sides of 3D objects.

These screens have in common that they are L-shaped, double-sided, and created through a specific perspective of the film source to produce a naked eye 3D experience effect. However, the problem is also obvious. As the wave water tank, spacecraft, and other video content on the Internet exploded in popularity, a large number of similar themes and similar performance of copycats followed the trend, resulting in content homogenization and aesthetic fatigue.

There are large LED screens in the urban space, some of which are placed in areas such as street corners. The viewing angle comes from multiple directions to ensure a wider angle of audience output. There may be no public area in front of the screen for the audience to gather and watch. Therefore, not all outdoor LED screens are suitable for such a way of expression and can not be mechanically imposed on inappropriate places. Technology is the solution to realizing the means of creativity from creativity and design; we can not put the cart before the horse.

Naked Eye 3D LED Display Technology
Naked Eye 3D LED Display Technology

The difficulty of naked eye 3D technology in the commercial application of outdoor media

First, the equipment cost and creative cost threshold for applying naked eye 3D technology are too high for the outdoor media industry and commercial customers. Therefore, the cost performance of commercial value is relatively low. Media operators need to optimize the equipment quality constantly; creative production costs range from thousands of yuan/second to tens of thousands of yuan/second, while not all media suppliers and business customers can afford such a high cost, such as many small and medium media operators in the industry

Innovative technology must also adapt to different screen shapes, sizes, viewing angles, and other parameters for a customized creation. Therefore, each large screen requires additional time and production costs, making it difficult to achieve comprehensive coverage of multiple sites and screens. To avoid visual fatigue, the actual broadcast cycle of naked eye 3D advertisement is usually very short, which is unsuitable for outdoor LED media’s daily commercial release.

Problems that should be paid attention to when applying naked eye 3D technology

Application Scenario Problems

Due to its unique location requirements, outdoor LED media are located in business districts or arterial roads with dense traffic flow. However, the offline detonation of naked eye 3D visual effects has environmental requirements, which the surrounding environment of the media will limit. It is only suitable for places where people can gather, such as business districts and pedestrian streets. The large screen on the main road and at the intersection needs to be adjusted from time to time according to the external environment, such as outdoor light in technology, to avoid causing line of sight interference to the vehicles and affecting safe driving.

Regarding site selection, the restriction of “specific perspective” is the biggest difference between the naked eye 3D screen and the traditional LED display screen. Whether there is enough viewing distance and suitable walking viewing space is the core factor that restricts the display effect of the screen.

Commercialization problem

If it doesn’t lead to more mature apply patterns before aesthetic fatigue sets in, this technology can not play a role in the business model. In the application of business case, content creation process, from the design of picture composition and organization of lens language, and then to the watching angle, etc., all need to consider; every picture display must have clear advertising properties to ensure the communication effect at the greatest extent, improve business value.

For the outdoor media industry to fully evaluate the cost and value, it is necessary to constantly improve and explore the significance of disseminating creative content to the public social space rather than blindly following the trend. At the same time as digitization and technology, we should strengthen the content’s social, artistic, aesthetic, and commercial attributes.

Outdoor large LED screens transmit advertising information in more advanced visual communication. Since then, the large screen has acquired character and initiative, and the communication mode is more scene oriented. The communication value of outdoor media is constantly being deeply explored.

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