With the broader aim of using a synthetic reality environment to improve and develop packaging designs for Welsh food Small-Medium Enterprises (SME), two studies were undertaken in a simulated environment to explore the geometry and realism of visual content of supermarket shelves, in relation to psychological variables that correlate with sense of presence. The first experiment compared two types of visual geometry: Linear perspective and ‘Natural’ perspective (using non-linear projection techniques) as well as the realism of the depicted supermarket scene (by comparing a Computer Aided Design (CAD) image versus a photograph). Results from the first experiment showed that the type of image geometry had more of an impact on the sense of presence than the realism of the depicted supermarket scene. A second study was then conducted to test whether a hybrid image of CAD components and a photograph could create a similar sense of presence compared with a photograph alone (because the use of a hybrid image can reduce costs). The results showed that there were no significant differences between the hybrid image and the photograph in terms of creating a sense of presence
