From product communication, Computer Generated Imagery (CGI) is indispensable. What advantages product visualization in 3D can have for your company, read here.
Digital product imaging instead of photography
Even if some readers might still think that: Many products for web shops, brochures and catalogs have long since been photographed with a camera instead of being generated on the computer.
The 3D rendering has found its firm place in the product illustration. With CGI products can be not only cheap and fast staged, but also high quality: Photorealistic product visualizations are therefore becoming an increasingly important part of many marketing strategies. Maybe yours too soon?
What is CGI and what does it do in marketing?
Computer Generated Imagery is a method of creating images on the computer in 3D. Very simply, a 3D model (a three-dimensional wireframe model ) is used to render a two-dimensional product image, which can then be directed, for example, into the webshop or printed in the catalog.
In addition, resourceful marketing departments can reuse the 3D assets in videos, video mappings, virtual reality applications or product configurators. This reusability makes 3D product visualizations a true multi-purpose tool for advertisers. Once created, the additional cost of reusing the data remains manageable - an immense (and sustainable) benefit.
CGI product visualizations - the Sky is the Limit
Whereas a few years ago there were still limitations in rendering due to the required computing power and time, due to the ever faster technical development the effort is very easy to handle today. Today's processors and graphics cards are simply faster, photorealistic representations correspondingly easy to implement. The rest is a matter of imagination in marketing - but a goal-oriented methodology, such as the systematic construction of a 3D library, does not hurt.
CAD data as starting material
Photorealistic product images can be based on so-called CAD data (Computer Aided Design) . This data is already generated during product design or construction. The data generated by CAD systems can be used promptly for product visualizations.
For the visual realization of product images no prototype is needed anymore . This means an enormous time saving for marketing. Items that do not physically exist can still be previewed on the PC. This allows the production of advertising material before the mass production of a product.
What advantages does digital product visualization have?
With CGI, purely digitally realistic product and environmental images are created. The boundaries to classical photography are blurring. The creation of 3D product images brings a number of advantages with it.
No photographer, no studio, no location
To be able to photograph products, a photo studio or a suitable (and usually expensive) location as well as a photographer and his entourage are needed. The items to be marketed must be delivered, unpacked, eventually assembled, placed, photographed and repackaged and returned. After the photo shoot, numerous processing steps are necessary until the picture is perfect. That does not just sound like a lot of time, money and physical effort - that's it.
Product images without logistical effort
Anyone using CGI for product communication no longer has to manually transport and position objects and decorations. These are merely moved and changed on the screen as desired. Product features such as colors, shapes, sizes and lighting conditions can be easily varied on the computer until the result is optimal.
|Trees, change: With CGI product variants are easy to visualize|
Target group specific visualizations
CGI is also a great way to customize the visualization of a product to different audiences. In order to create different milieus for products, however, no sets have to be set up and dismantled at different locations. Digital you can put one and the same article in different environments.
For example, a car can be inserted in front of a skyscraper backdrop for the urban city dweller and in a mountain landscape for the nature lover. The vehicle was actually not even close to either environment.
If products are to be offered in several countries, cultural differences may need to be considered. In order to adapt the images to different target groups, in addition to the refrigerators, we have also digitally produced food for the refrigerator manufacturer Liebherr. Thus, the refrigerators can be equipped with typical food, depending on the destination country.
|Food visualizations of mds|
Of course product visualization also means work, but in most scenarios, the effort is much lower than with classic product photography.
Who is CGI worth for?
The use of 3D product images makes sense when a very large number of articles need to be imaged. For example, not every screw needs to be individually photographed from all sides, but can be created with CGI on the PC.
Large and complex products
In all industries where products or prototypes can not be "just" made (for example, automotive, mechanical engineering, furniture, etc.), it makes sense to approach CGI based on the CAD data. If there is no prototype yet, you still do not have to wait with the media production of your advertising material. You can already start when the pattern is still on the tape.
From the architecture CGI is indispensable. Buildings and spaces are no longer constructed on paper. Builders can use the so-called BIM (Building Information Modeling) to detect and counteract faulty designs before they are built. Of course, these models can also be used for marketing - a virtual reality apartment inspection would be an interesting concept!
|Visualization of buildings|
The future of product visualization
The technology of digital imaging is constantly being improved. 3D visualization is becoming more and more realistic and the visualization of products in different environments more and more convincing. If you look at the visualizations strategically, the proportion of CGI images will increase dramatically in many companies , as in the case of Ikea in recent years.
The marketing-technical clou of it: Neither the physical existence of the products nor the location is necessary for it. With CGI, there are countless ways to put products on display and to improve the understanding of your prospects for the product. The only thing that could limit you is your own imagination.