Designer and AR Technology: The Relationships Between the User and Virtual

A good communication strategy of an artefact must connect a multitude of elements, both in terms of content and shape, and make them become a vehicle between the company and the consumer. The proposed contribution, resulting from the “Meta 4.0” research, suggests an exploration of innovative methodologies, tools and technologies to communicate and sell a product. In the context of the Industry 4.0 aims, the proposal is that technologies associated with the virtualisation of scenarios and products - augmented and virtual reality - can be useful tools and possibilities for achieving the required aim. In fact, the adoption of augmented and virtual reality technology in the context of communication would facilitate cognitive processing on the part of buyers, making them more interested in a product. The contribution explores the practice of vision through transformative technologies as a relational, cognitive and sensory expertise, attributing to the designer the role of interlocutor in the dimension of the visual imaginary in the duality between virtual and real. Therefore, designing the virtual in an incessant desire to find innovative experiential dimensions with the media, to make visible the centrality of the individual in the relationship between subject and transformative technology. The practice of vision refers to the actual conditions of viewing, including the social conditions of perception, which are the subject of anthropological research. The aim is to present the basis of a theorised language that defines possible intervention scenarios for the figure of the designer within the design of the intangible image.