# The year of augmented reality · UX Trends 2018 · Zorraquino > Improving reality URL: https://www.zorraquino.com/en/trends/ux-trends-2018/year-of-augmented-reality ![The year of augmented reality: Improving reality](https://cdn.sanity.io/images/0w1142l8/production/afaccb49d60f55f5fd362e9847f1e08e8b66c0db-1600x1056.webp/the-year-of-augmented-reality-improving-reality.webp?w=1600&fit=max&auto=format&q=85) Trend 08 # The year of augmented reality 1. [UX Trends 2018Home](https://www.zorraquino.com/en/trends/ux-trends-2018) 2. [Trend 01Humanisation](https://www.zorraquino.com/en/trends/ux-trends-2018/humanisation) 3. [Trend 02Smart personalisation](https://www.zorraquino.com/en/trends/ux-trends-2018/smart-personalisation) 4. [Trend 03A more emotional interface](https://www.zorraquino.com/en/trends/ux-trends-2018/emotional-interface) 5. [Trend 04Mood as interface](https://www.zorraquino.com/en/trends/ux-trends-2018/mood-as-interface) 6. [Trend 05Design for optimisation](https://www.zorraquino.com/en/trends/ux-trends-2018/design-for-optimisation) 7. [Trend 06A richer UI](https://www.zorraquino.com/en/trends/ux-trends-2018/richer-ui) 8. [Trend 07Sensory feedback](https://www.zorraquino.com/en/trends/ux-trends-2018/sensory-feedback) 9. [Trend 08The year of augmented reality](https://www.zorraquino.com/en/trends/ux-trends-2018/year-of-augmented-reality) 10. [Trend 09Designer as storyteller](https://www.zorraquino.com/en/trends/ux-trends-2018/designer-as-storyteller) 11. [Trend 10Connected experiences](https://www.zorraquino.com/en/trends/ux-trends-2018/connected-experiences) 12. [Trend 11Atomic Design](https://www.zorraquino.com/en/trends/ux-trends-2018/atomic-design) 13. [Trend 12Only the essential](https://www.zorraquino.com/en/trends/ux-trends-2018/only-the-essential) The year of augmented reality Improving reality ## The real experience “AR will change everything”, Apple's CEO Tim Cook said last year. AR is spreading very quickly and widely. Big brands such as Facebook and Apple are driving this development, and the inclusion of special lenses in new smartphones is key to democratising its use. In this new landscape, brands have great opportunities to create more intense digital experiences, simulating a better world on layers of the real one. Experiences with more immersive interactions that bring added value to consumers. ## Cases 01 / 05 Zorraquino spotlights 1. 01 Facebook and Apple's commitment to AR, making its use widespread, opens up new possibilities for brands. 2. 02 It has gone from a passing fad to something every brand offers and every consumer expects. 3. 03 At F8, Mark Zuckerberg announced that soon every screen will have built-in lenses for experiencing AR. ## More on the trend ### References - [10 UX Design Predictions For 2018](https://theblog.adobe.com/10-ux-design-predictions-for-2018/) - [9 UI and UX Trends of 2018 - Going beyond web and app](https://uiuxtrend.com/ui-ux-trends-2018/#AugmentedReality) - [How Brands Are Using AR to Engage Consumers and Measure Results](http://www.adweek.com/digital/how-brands-are-using-ar-to-engage-consumers-and-measure-results/) - [Top 5 Augmented Reality Trends 2018](https://mozenix.com/2017/10/09/top-5-augmented-reality-trends-2018/) - [Mixed Reality Will Help Business Cash in on Both AR and VR](https://venturebeat.com/2017/11/01/power-couple-mixed-reality-will-help-businesses-cash-in-on-both-ar-and-vr/) - [Snapchat’s Amazing New Filters Drop Digital Stuff Into Your Real World](https://www.fastcodesign.com/90110603/snapchats-amazing-new-filters-drop-digital-stuff-into-your-real-world) - [Fitness AR uses Strava and ARKit to share your workouts in augmented reality](https://www.digitaltrends.com/outdoors/fitness-ar-app/) - [MTV Is Using Snapchat, Holograms and Augmented Reality to Drive Tune-Ins for the VMAs](http://www.adweek.com/digital/mtv-is-using-snapchat-holograms-and-augmented-reality-to-drive-tune-ins-for-the-vmas/) - [Patrón’s Snazzy New AR App Lets You Visit a Hacienda and Chat With a Bartender](http://www.adweek.com/creativity/patrons-snazzy-new-ar-app-lets-you-visit-a-hacienda-and-chat-with-a-bartender/) - [The Top Examples of AR in Retail](http://www.augment.com/blog/best-of-ar-in-retail/) - [Inside Microsoft's new mixed reality capture studio](http://www.bbc.com/news/av/technology-41747005/inside-microsoft-s-new-mixed-reality-capture-studio) Pages 117–140 of the report [![Designer as storyteller: Hooked on your story](https://cdn.sanity.io/images/0w1142l8/production/7762d8effe9a9baebae3a643b6b7e91313ac5138-1600x800.webp/designer-as-storyteller-hooked-on-your-story.webp?w=1600&fit=max&auto=format&q=85)](https://www.zorraquino.com/en/trends/ux-trends-2018/designer-as-storyteller) Next trend · 09 [Designer as storyteller](https://www.zorraquino.com/en/trends/ux-trends-2018/designer-as-storyteller)