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Virtual Iris: Interactive Imagery on the Web

Company's product enables you to turn once static images into more immersive and interactive content By John Virata

When the World Wide Web became a household word about 10 years ago, the most interactivity that it brought was little more than clicking on a blue link embedded in the text on a web page. During the course of the last 10 years, the embedded link is still the most popular form of interactivity, though other forms of media, such as video, images, and audio have been added to the page with the help of applications such as Macromedia's Flash and other tools. For the most part though, the Web is still prone to flat imagery.

A two year old company called Virtual Iris hopes to change the status quo with regard to still images by enabling users to view images in all sorts of ways without having to rely on heavy programming skills to achieve the desired effect. Founded by software developer Dr. Gary Kramer and filmmaker Adam Rubin, the Los Angeles, California company hopes that "Irisize" images on the Internet will create a more interactive and visual image that can be manipulated with varying degrees of complexity, all without the need of a plugin or download to do it. When an image is "Irisized" that image takes on a lot more visual interactivity than just a standard flat image embedded into a web page. An Irisized image enables you to rotate and zoom in, change colors of an object in an image, and even program popup style text boxes that, say give pertinent information about that image.

Image magnifed and measured. Measurement is in red.

The way people interact is really through the visual and the visual has taken a back seat to the text based environment that currently exists on the Internet, said Adam Rubin, president of Virtual Iris.

"Our mission is to turn that interaction with images, with text added as needed. Not only can people interact with products, but sellers (of those products) can create the capability on a mass scale in seconds for a very affordable price that has never been possible before."  

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Related Keywords:Virtual Iris, interactive imagery, Dr. Gary Kramer, Adam Rubin

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