The difference between 3D product visualization and product photography is not merely about having the physical product ready or not. Although this is one of the significant benefits of 3D product visualization, there are many more reasons why companies are shifting to 3D visualization for their products.
Read on to know what these reasons are and how 3D product visualization is changing the way brands present their products online.
What Is 3D Product Visualization?
Table of Contents
3D product visualization is the process of creating a digital 3D model of an actual product that is planned for production, under production, or already physically available. Even when a product exists, a 3D model can be created to represent it digitally.
The 3D model is not the final visualization. It is one of the major steps in creating it. Once the model is ready, it can be adjusted digitally, and a camera can be set around it to create 2D product images from different angles, much like a photographer captures pictures of a physical product.
The model can then be given the product’s actual materials, colours, textures, finishes, and other details. Lighting, camera angles, backgrounds, and environments can also be set digitally. The final 3D render is then generated from this setup.
So, instead of photographing the physical product every time a new visual is needed, the 3D model becomes the base from which different product visuals can be created.
To create the 3D model, the requirements may include the product’s dimensions, technical specifications, design details, and information about how the product is planned to be manufactured.
To create the 3D render, the inputs can include the materials, colours, texture, level of gloss or glare required, how the product needs to be presented, the background, environment, camera angle, and type of lighting.
How 3D Product Visualization Changes E-Commerce Product Content
Product photography usually gives a brand a set of images of a physical product. Once the photoshoot is complete, creating a different view or changing the setup may require additional editing or another photoshoot.
3D product visualization brings a new way to produce product content. The 3D model becomes a reusable base for creating different product visuals. A brand can change the camera angle, background, lighting, or presentation without bringing the physical product back to a studio.
The same model can also be used to create different digital assets of the product and produce content for different channels, such as:
1. Product images for the website
2. Different product views for online marketplaces
3. Images for catalogues
4. Product videos for advertisements
5. Social media visuals
6. 360° product views and interactive experiences
3D Visualization Lets You Market Your Product Even Before It Is Produced
3D product visualization opens up a new way to market products even when they don’t exist yet. You need to provide the available product details to create a 3D model. The 3D model, along with rendering, can then help create realistic visuals even before the physical product is manufactured.
These visuals can be used to present the product on an e-commerce website, in a catalogue, or as part of a marketing campaign before production is complete. If there are changes to the product, the 3D model can also be updated as required. New visuals can then be created from the updated model without having to arrange a photoshoot for every change.
However, the inputs and the 3D visualization need to be as accurate as possible when the visuals are used to market the product or shown to customers as a representation of the final product. If the physical product is later manufactured with major differences from what was shown in the visualization, it can affect the customer’s expectations and the brand’s trust.
Show Multiple Product Configurations Without Multiple Photoshoots
A product body can remain the same while the product exists in different variations. For each variation, separate product images may be required, and a photoshoot can add to the cost when multiple images are needed. If a brand tries to edit a single photograph to show these variations, the image may lose the trust and realism that comes with actual product photography.
With a 3D model and 3D rendering, the same product model can be edited to show both structural changes and presentation changes. Structural changes may include changes to the product’s size, shape, or configuration, while presentation changes can include materials, colours, finishes, lighting, and backgrounds. Major structural changes may require a separate 3D model.
The rendered assets can then be used in place of product photographs until the physical versions become available.
For example, a furniture brand can create a 3D model of a sofa and show it in different fabric colours, materials, sizes, and configurations. Customers can see the available options without the brand having to photograph every version of the product or even manufacture every variation in advance. Once a customer places an order, the brand can proceed with producing the selected version.
A Powerful Tool for Customization-Based Businesses
A customization-based business does not always work with the same product being made in multiple units. Instead, the business serves customers individually, where the requirements can change with every order.
In such cases, a business cannot always build the final product first and then photograph it to market it. Even if it chooses to photograph and market a particular version, the business needs the production capacity to make that version at scale. That may not work for a business where every customer asks for something different.
For such businesses, 3D product visualization can become a powerful tool. The customer’s requirements can first be brought into the digital space, where the product can be modelled, customized, reviewed, and finalized before production begins.
A Solution for Products Difficult to Capture in Photos
Not every product is easy to photograph. Some products are too large to move into a studio, while others may have complex shapes, reflective surfaces, transparent materials, or finishes that are difficult to capture accurately.
The problem can become even bigger when the product needs to be shown in a specific environment. Creating the right setup, arranging the lighting, moving the product, and capturing all the required angles can make the photoshoot more complicated and expensive.
For example, a large piece of industrial equipment may be difficult to move just for a product photoshoot. A 3D model can instead be used to create product visuals, close-up views, or environment-based images without setting up a physical studio around the equipment.
Product Changed Based on Feedback? You Don't Need Another Photoshoot
A product may go through changes even after its initial release, based on customer feedback and changing requirements. With product photography, these changes can mean editing the existing photos or arranging another photoshoot.
A 3D model gives brands the flexibility to make changes to the digital product based on the updated product requirements and create new product images in a reasonable amount of time.
Instead of starting the visual content process from scratch every time the product changes, the existing 3D model can be updated and used to create the required visuals.
Instead of starting the visual content process from scratch every time the product changes, the existing 3D model can be updated and used to create the required visuals.
Final Thoughts
The same product presented in different backgrounds, environments, or variations can create a different impression on the viewer or potential buyer. The way a product is presented can also help a brand show it in its best use case or during the right season.
With 3D product visualization, brands do not have to wait for the right time, physical product, or physical setup to create these visuals. The product can be presented digitally based on the campaign, season, audience, or use case.
That is where 3D product visualization becomes more than a replacement for photography. It gives brands the flexibility to present the same product in different ways whenever they need it.
FAQ’s
What software is used for 3D product visualization?
Professionals use 3D modelling and rendering software such as 3ds Max, Blender, Cinema 4D, Maya, and other specialized tools.
What are 3D product visualization services?
3D product visualization services can include 3D product modelling, photorealistic renders, product animations, videos, 360° views, and interactive product experiences for e-commerce and marketing.
Can AI create 3D product visualization?
Yes, AI tools can generate or assist with product visuals. However, professional 3D visualization gives greater control over product dimensions, materials, configurations, camera angles, and other details.
Can 3D product visualization be used before manufacturing?
Yes. A 3D model can be created from product designs, dimensions, and specifications and used to create visuals before the physical product is manufactured.
