Are 3D visualizations the replacement for product photography?
Author
Roland Guijs
Date
September 5, 2022
Reading time
6 minutes
Themes
To start with a cliché: a picture is worth a thousand words. It's no surprise that almost all companies invest in their imagery. Humans are made for visuals.
As much as half of our brain is dedicated to processing visual stimuli (Rochester). Therefore, to sell something, whether B2B or B2C, the proper use of images is crucial. For instance, 67% of consumers say that the quality of an image is vital in the purchasing process (MDG). The use of good images is thus the way to go for business. But should you hire a photographer or might it be better to ask a 3D animator?
View from the window, made by Joseph Nicéphore Niépce in 1826
Quantity and Emotion
The origin of the photo dates back to 1826, when Joseph Nicéphore Niépce took a picture of his backyard with a light-sensitive plate (Camera hobby). The technology has made a lot of strides since then; the average phone now takes better photos than a high-end camera did twenty years ago. In the years between the camera obscura and the iPhone 14 Pro, photography has taken on a prominent role as a means of image creation. One of the forms of this is product photography. Online shops showcase their wide range with countless photos on a white background. The brands themselves try to connect their product to emotion by creating a setting. And that is exactly what product photography is perfect for: mass production and emotion. When the lighting is set up correctly, dozens of (small) products can be photographed per hour. And by photographing your product on a white beach with that one attractive actor, your target audience gets exactly that Ibiza vibe you want to be associated with as a brand.
Welcome to the third dimension
But what if the product is so large, complex, or innovative that product photography is not an option? In that case, 3D visualization for a technical product may be a good alternative. Based on a digital model, images of the product are created. And the possibilities are endless. Particularly for the technical sector, this is an interesting option. Everything is digital, so all the limitations that come with a physical model are suddenly no issue anymore. Most companies often already have extensive CAD models that can be used as a basis for the visualization. The products themselves are often located abroad, built in between safety fences, or have not even been produced yet. Through 3D visualization, (potential) customers can see the product without distracting factors. But one can also zoom in on internal components or the product can be shown in a specific configuration.
Benefits of 3D visualization and rendering
Is flexible; Adjustments to the product can easily be implemented without having to redo the photoshoot. It is also simple to create variations in different color schemes and configurations, in order to present the product in the colors of a reseller or the wishes of the integrator.
Highlights new perspectives; Because there are no physical limitations, the possibilities are endless. Think for example of showing internal components or highlighting a specific element.
Creates digital emotion; Digital does not mean that something is emotionless. By using the right colors, background, and lighting, a suitable appearance is incorporated into the image. This can be very colorful, but can also have the clinical, sleek appearance often seen in high-tech products.
Is independent; Digitally, there are no restrictions, which removes the dependency on external factors. A nice example is the floor insulation from Tonzon. Photography of reflective material in a crawl space is extremely difficult; therefore, 3D visualization is an ideal way to showcase the product.
Thanks to 3D rendering, a cramped dark crawl space can still be portrayed photorealistically.
Conceptualization
It has already been mentioned: 3D visualization is perfect during the conceptualization phase of a product. An investor, potential customer, or internal management, often without much substantial technical knowledge, needs to be convinced of a particular innovation. Images can be very helpful in persuasion when no prototype is available yet. During development, a CAD model is almost always created to calculate stresses or run simulations. This model can then be used as the basis for the digitally created image. Because besides a substantively correct story with the right data, it is also important to convince people and make the whole thing comprehensible.
A good example of the use of 3D visualization in the concept phase is during a tender process. The client must be convinced of the proposal, but constructing a prototype is not feasible. With 3D visualizations, supported where necessary by graphical elements like arrows and text, the concept is clearly laid out in the pitch. Our experiences show that the evaluation committees, which usually do not consist solely of technicians, consider this to be very valuable and helpful.
Make it interactive
In 2022, people want to be able to choose for themselves. Linear television is being displaced by online platforms, and we learn a language with DuoLingo instead of in lecture halls. Due to the flexibility and adaptability, 3D visualization offers many opportunities to enhance the user experience . Many car brands are already doing this (Mercedes), where the image immediately adapts to the chosen color and options. There are countless possibilities here for the technical sector as well. Many products are modular, and through an interactive tool, the user can immediately visualize their configuration. The 3D visualization can also be used as an information tool. By clicking on a certain element, it is highlighted, and additional information appears. This is an accessible way to give the user control, thereby keeping their attention for longer.
3D renders can also be excellently utilized as artistic impressions or as (interactive) infographics.
Choice stress?
When should you choose product photography and when is 3D visualization the best way to showcase your product to the market? For smaller products or products for which no CAD model is available, product photography remains a very suitable method. The turnaround time is quick and it is often particularly interesting with a large, diverse range. For larger products and products with many variations, 3D visualization is an ideal way, also for practical reasons. It provides a modern appearance, offers a lot of flexibility and options, and adjustments can be made quickly. Especially if a CAD model is already available, images can be produced quickly and efficiently. In addition, these images can also be used as a basis for an animation video, in which the product is further highlighted and discussed. In short, the possibilities are endless.
