Authors

Plyasun Pavel N.
Design and visual images in VR-technology marketing

Architecton: Proceedings of Higher Education №3 (95) September, 2026

The article analyzes the imagery and narrative constructs employed in the marketing of VR headsets, focusing on the PICO 4 and Varjo XR‑4 as case studies. The aim of the study is to establish a connection between their visual presentation and the cultural images associated with themes of virtual reality, the future, cyberpunk, and transhumanism. Two opposing approaches are identified: PICO’s advertising is dominated by a utopian, “soft” aesthetic of positive futurism that appeals to family values, comfort, and prestige; whereas Varjo’s advertising employs a cyberpunk military aesthetic positioning the device as a tool for professionals. It is found that marketing selectively appropriates imagery depending on the target audience: mass‑market products downplay disturbing associations, while professional products emphasize determination and aggression. Headset design and advertising imagery are both products of culture and active shapers of the target audience’s expectations.