Systems and methods according to present principles involved highlighting objects such as on a store shelf. Highlighting is displayed by projecting a light directly on the object by means of a light source or may alternatively be indicated by displaying an indicator or image of the object on a display screen. Information about the targeted object may appear in a headmounted display, on a user's mobile device, or may be projected on a surface via the projector. Information provided to a user may include comparison product data, data about potential allergens, and the like. Highlighting can also be employed to suggest items of interest to the user. For example, products may be recommended to a user through analysis of user data and such products illuminated by a projector as a user walks through a store. Other highlighted objects may be those on a user grocery list or the like.