Not long ago, businesses relied on 2D photographs for their product marketing campaigns. However, with the ongoing advancement of computer graphics technologies, the marketing world has changed. Fast forward to today, photorealistic renders are the new trend. Businesses are relying on photorealistic 3D renderings to present products to their target audience. This technology offers unlimited advantages to retailers, but before getting to these benefits, let’s understand how 3D rendering works.
How does photorealistic 3d rendering work?
Photorealistic 3D rendering allows you to generate a realistic artificial image of an object in a three-dimensional model. The computer-generated image (CGI) is produced based on the sets of data that dictate the size, color, texture, and material of an object. The software used for photorealistic 3D rendering can simulate natural and artificial light sources to generate a more accurate image. The final render is considered photorealistic when the rendering parameters are set to match the object’s natural state accurately.
Many businesses have already realized the value of photorealistic 3D. Industry research shows that most firms and retailers are optimizing their platforms through 3d technologies. The global 3D mapping and modeling market, which was valued at $2.8 billion in 2018, is projected to hit $6.5 billion in 2023. This equates to a Compound Annual Growth Rate of 18.3 % of the market value. We can attribute this high growth rate to the increased adoption of the technology across various industries, including architecture, manufacturing, interior design, gaming, entertainment, furniture sales, electronic appliances, fashion, and more.
Main business benefits of Photorealistic 3D Rendering for retailers
Photorealistic 3D rendering is undoubtedly the best method that retailers can use for product visualization. Like in regular photography, companies can showcase their products on plain and white backgrounds- a technique called whitespace rendering. Another way is contextual rendering, where products are placed in a setting similar to its use case. For example, a 3D rendering of a sofa can be placed in a living room. This gives prospective buyers a realistic feel and touch of the product, thereby increasing the chances of conversion.
Here are some of the main benefits of using 3D product renderings for retail.
- It allows better visualization of products
Professional 3D rendering allows retailers to showcase products from different perspectives. Unlike traditional photography, which has limitations when staging products, 3D rendering can display product images using different angles and backgrounds.
The process starts with the customers sharing their vision with the service provider. They work together and visualize the final 3D render, what has to be in the scene, how the merchandise should be placed, what camera angles should be used, and more. Upon finalizing this initial stage, the 3D team proceeds to create the digital model. Here, they apply the agreed materials, texturing, and lighting to replicate a real-world setting. The 3D render is then refined and the final render delivered to the customer.
It saves time
Photorealistic rendering can be used to display items way ahead of their production. Unlike in traditional photography, you do not need to produce or transport the merchandise to the studio and back. All you need are a few photos and dimensions. The scenes are then created in a computer, and the product is rendered.
When working on projects that involve multiple rounds of changes to refine the final design, photorealistic renderings can help streamline the project process. It gives all stakeholders a clear picture of the product under development, including the nature of changes or modifications to be made. This way, retailers can produce their marketing collateral before the product is available in the market, thereby taking advantage of the time that could have been spent anticipating its release.
It is cost-effective
Every project has an agreed budget that stakeholders should adhere to. It is not economically logical to make unlimited changes to a product without considering the cost. Instead, it would be more realistic to create 3D models of a product then use the model to fine-tune the functionality, aesthetics, and other details. Once the design rectification process is done, you can now move to production. This saves on unnecessary production costs as well as materials. In most cases, the amount of money saved depends on how you use 3D rendering in your project. Some retailers use 3D rendering for pre-selling campaigns, while others use it to customize and modify their product prototypes. Whichever way, retailers end up saving a ton of resources.
The main challenges implementing photorealistic rendering
Although photorealistic rendering is transforming the e-commerce and retail industry, two main obstacles are hindering the utilization of 3D technologies among retailers. These include:
High upfront investment
If you’re an online retailer looking to hire an in-house 3D rendering professional, the initial investment cannot be overlooked. It is expensive and takes time to get a rendering professional with the right skill. If it’s a necessity for an urgent project, it might not be feasible to handle the task in-house, considering the time spent looking for the right 3D professional.
Additionally, it is hard to ensure consistency when hiring freelance 3D professionals. When you work with multiple freelance designers, there is a substantial increase in costs, and the quality of product renderings is not consistent. Every freelancer uses a different approach to produce 3D renders, so the overall result might not align with your company’s vision.
To solve this challenge, companies should consider outsourcing photorealistic rendering services from a reputable company that has the right workforce and resources for meeting your demands.
Lack of Scalability
Most companies have hundreds of product models to be converted into photorealistic renders. The production process takes time, so individual freelance designers, small in-house teams, or mid-sized agencies cannot deliver in time. For this reason, you should consider working with large 3D companies that can produce thousands of different product models at once.
The retail industry, irrespective of the domain, is highly susceptible to dynamic market changes. It is, therefore, essential for businesses to become flexible to survive in a highly competitive environment. There is no doubt that top-notch product visuals created through photorealistic rendering can go a long way towards the success of your business.
3D product models enhance product visualization and customization to increase customer engagement, and eventually improve conversion rates. With the help of photorealistic rendering, retailers can enhance business development, keep their marketing game in top form, and satisfy customer demands. Aren’t these the ultimate goals of every marketing campaign?