Immersion should convey something a description cannot
An immersive experience should help prospective customers understand something about a technical service that a description alone cannot readily convey. For IBM Garage, The Frameworks created a 360° VR experience to help people feel what it was like to enter the service environment. The aim was not to provoke a dramatic emotional response, but to evoke the sensation of being there.
The Frameworks argues that authentic storytelling starts with empathy, audience research and personas. Apply that principle by defining whose understanding needs to change and what experiencing the environment would add to an explanation.
A 2026 article in Global Storytelling: Journal of Digital and Moving Images identifies production cost, access barriers and culturally variable visual meanings as constraints on complex interactive formats. Before commissioning immersion, weigh the specific understanding it offers against the effort required to produce it and the barriers audiences may face in accessing it.