3D design visualizes the future
Have you always wanted to have a look into the future? Only with a lot of fantasy and imagination can we imagine in our dreams what lies ahead. The technology is already one step ahead: with 3D design it is possible to present ideas, products and spaces even before they have been created in the real world. But what use are these innovations actually to us in marketing? What possibilities do we actually have with 3D design, Computer Generated Imagery (CGI) or computer animation?
Simply put, 3D design is nothing more than a new form of communication design. Using technological skills and tools, such as 3D modeling, designers can create complex, detailed, three-dimensional, digital objects. In addition, a world can be visually created in which the image of the product is integrated. There are virtually no limits to the design: whether artistic representations or realistic staging – 3D design can bring intellectual concepts to life. All results are based on basic shapes such as lines, cubes and circles. These shapes are digitally multiplied and varied in colour and form. But not only digital spaces are created. It is also possible to digitally integrate objects into rooms or to illustrate invisible processes.
Benefits of the innovation
For the users of this digital communication technology, the advantages are obvious. With digital product visualization, products can be depicted in a resource-saving manner: Companies are no longer dependent on photographers or booked locations, but can present their products and services flexibly and quickly. Once a 3D design has been created, changes can be made without much effort. Thus, no new design is needed for different product variations. This not only solves logistical problems in product communication, but also brings cost and timing advantages.
With the help of CGI, companies can react faster and thus also introduce new products to the market more quickly. The product can be shown and thus advertised even before it actually exists. For the customer, the presentation of the product is an important factor that significantly influences the purchase decision. Here, however, not only the visual effect plays a major role, but also the explanation of the product. A configurator or a detailed 3D model, for example, provide the customer with significantly more information at a glance. CGI offers almost unlimited possibilities in the way of product presentation and is therefore a helpful tool to adapt the visualization of the products to the respective target group. Digitally, items can be placed in different landscapes, or “settings”, taking into account customer preferences. CGI thus increases the persuasive power, especially by addressing the target group emotionally. The realistic presentation makes it possible to dive into a digital world.
CGI should be considered especially by vendors who bring a large number of product variations to the market. If you leaf through an Ikea catalogue, for example, you will come across a number of CGI renderings. Ikea has created a library of 3D designs: The stock of approx. 35,000 3D models includes not only well-known product series but also images of decorations or staffages, which the employees can access at any time. These elements are then used in the catalogue, on the website or in virtual reality applications.
Marketing seizes the opportunity
The presentation of the products is crucial: In order to address the target group in a more targeted manner and to successfully advertise the products, the visualization can be adapted to the consumer group through 3D design. Articles can be presented in different settings without much effort. This offers almost infinite possibilities in the presentation of the products. With 3D design, not only can significant details be better highlighted, but the graphics can also be animated and made tangible. In this way, innovative technologies create a completely new shopping experience. CGI enables the customer to get much more detailed information about the products and experience them three-dimensionally even before the purchase. An example of this would be configurators such as those used in the automotive industry. Companies that create such experiences convince their customers. They are able to deal intensively with the product and have the feeling that individual wishes can be fulfilled. This creates security and encourages them to buy. We find ourselves in a buyers’ market where the consumer is “spoilt for choice”. This is where the brands that manage to create a unique customer journey and pick up their target group with innovative solutions win. Anyone who takes advantage of the benefits of 3D design is clearly a pioneer here.
The future of the future
The potential of 3D design is far from exhausted. The technology is constantly being improved, product images are becoming increasingly realistic and therefore more convincing. What is certain is that the use of digital product representation will increase significantly. This tendency is particularly evident in the current time of crisis, which not only demands a change in thinking but also forces companies to adopt digital and innovative solutions. If a photo shoot has previously proved to be a simple method of content production, marketers are currently reaching their limits. In this case, CGI is an indispensable tool to keep digital distribution channels running. Reducing the dependencies on place and time and relying on digital solutions is one of the great lessons we can take away from this time of crisis.
Such events are driving digitization forward and we see 3D design as one of the tools of the future of marketing. This is why Schwarz+Matt has been cooperating with Geschossen for some time now. The guys have their design office directly in the office of our agency. This enables us to offer our clients fast digital solutions that make their online presence stand out from the competition.