One of the major changes in the business landscape over the last 5 years has been the increasing significance of high-quality and attention-grabbing imagery in online product sales. These visuals play a pivotal role in captivating consumers and driving sales in the digital realm. In order to meet this demand, business leaders must equip their marketers with the most accessible and cost-efficient methods for producing compelling visual content that effectively sells products online.
This is where the evolution of Computer-Generated Imagery (CGI) and 3D product rendering step in – offering significant advantages, including time savings, cost reduction and the delivery of market-leading content.
According to a recent report by Grand View Research, the global 3D rendering services market size was valued at USD1.5 billion in 2019 and was projected to expand at a compound annual growth rate (CAGR) of 16.0% from 2020 to 2027, indicating the growing demand for 3D rendering solutions, including product renders.
But what exactly is 3D product rendering?
By utilising 3D models, often referred to as CAD files, skilled 3D artists enhance them with textures and materials to create realistic representations of a product. Appropriate lighting and cameras are employed to breathe life into these models, resulting in high-quality, photorealistic images that showcase your product to its full potential.
Embracing the power of CGI technology
If you’re only using traditional photography, you’re not unleashing the full power of your brand.
In many aspects, the process of 3D product rendering shares similarities with a conventional photoshoot, but with distinct advantages. Professional lighting and camera techniques remain crucial to achieve genuinely realistic imagery. Involving a skilled photography team in CGI projects ensures that the images reflect real-world photographic expertise and benefit from the discerning eye of a professional photographer. This approach not only maintains consistency with the brand’s visual identity but also fosters consumer trust and enhances brand recognition.
Where CGI truly excels over traditional photography is in its ability to create additional content easily and cost-effectively without the need for scheduling another shoot. Once the 3D model is optimised, new content can be generated swiftly and effortlessly, even on short notice. This advantage aligns perfectly with the demands of today’s social media and e-commerce landscape, which constantly seek more content to engage consumers. For instance, after a conventional photoshoot has been completed, the product team may request a new camera angle or a short video, requiring a follow-up shoot. However, CGI allows quick and cost-effective production of additional content at short notice, without the need for a second costly photoshoot.
Unlike traditional photography, there is no requirement to physically transport products from the manufacturing location. By eliminating the need for physical products, 3D product rendering enables the rapid generation of marketing content. Marketers can begin creating visuals even before the final production of the products, maximising efficiency. Additionally, the software-based nature of CGI reduces logistical challenges associated with traditional shoots, such as travel, props, product shipment, and set design, simplifying the entire process.
The power of multi-purpose content
In today’s world of short attention spans, grabbing the attention of consumers within the first 10 seconds of viewing an image or video is critical. It sets the tone and determines whether consumers will continue to explore the product or move on.
3D product rendering also offers content solutions that can help to better educate consumers about your product’s features and benefits. Giving the consumer confidence in their purchasing decision.
Video content produced via 3D product rendering is also an opportunity to create multi-purpose content – a bonus for all marketing and business/tech professionals. For example, a 60-second video can create six 10-second videos for your website, social media and various other channels to get multiple touch points to your target audience.
How to leverage
If you’re a business, tech or marketing professional seeking a 3D product renderer to elevate your product imagery, whether it’s for your upcoming marketing campaign or simply to enhance your visuals. Take some time to conduct thorough research on professional 3D product renderers in your area and confirm if your brief will have oversight from a professional photographer.
Tim Morison is the founder and creative director of Insite Imagery.
