Have you always wanted to take a look into the future? Only with a lot of imagination and fantasy can we imagine in our dreams what lies ahead of us. Technology is already a step ahead: with 3D design, it is possible to represent ideas, products and spaces even before they have been created in the real world. But how do these innovations actually benefit 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 novel form of communication design. Using technological skills and tools, such as 3D modeling, designers can render complex, detailed, three-dimensional and digital objects. In addition, a world can be created visually in which the image of the product is integrated. There are virtually no limits to the design: Whether artistic representations or realistic stagings – with 3D design, mental concepts can be brought to life. All results are based on basic shapes such as lines, cubes and circles. These shapes are digitally multiplied and varied in color and form. But it’s not just digital spaces that are being created. It is also possible to digitally integrate objects into spaces or to illustrate invisible processes.
For the users of this digital communication technology, the advantages are obvious. With digital product visualization, products can be depicted in a resource-saving way: Companies are no longer dependent on photographers or booked locations, but can present their offer flexibly and quickly. Once a 3D design is created, changes can be made without much effort. So you don’t need a new design for different product variations. This not only solves logistical efforts 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 its real existence. 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 limitless possibilities in the way products are presented, making it a helpful tool for adapting the visualization of products to the target audience. Digitally, items can be placed in different landscapes, or “settings,” taking into account customer preferences. CGI thus increases persuasiveness, especially by appealing emotionally to the target group. The realistic representation makes it possible to immerse oneself in a digital world.
CGI should be considered especially by vendors who bring a large number of product variations to market. If you browse through an Ikea catalog, for example, you’ll come across quite a few CGI renderings. Ikea has created a library of 3D designs: In addition to well-known product series, the stock of around 35,000 3D models also includes images of decorations or staffages, which employees can access at any time. These elements are then used in the catalog, on the website or in virtual reality applications.
The presentation of the products is crucial: In order to address the target group more specifically and to promote products successfully, the visualization can be adapted to the consumer group through 3D design. Articles can be presented in different settings without much effort. With 3D design, not only can significant details be better highlighted, but graphics can be animated and brought to life. As a result, innovative technologies create a whole new shopping experience. CGI allows customers to get much more detailed information about products and experience them three-dimensionally before they buy. One example of this would be configurators such as those used in the automotive industry. Companies that create these kinds of experiences win over their customers. You can deal intensively with the product and have the feeling that individual wishes can be fulfilled. This creates security and encourages the purchase. We are in a buyer’s market where the consumer is “spoilt for choice”. The brands that win here are those that manage to create a unique customer journey and pick up their target group with innovative solutions. Anyone who takes advantage of 3D design is clearly a pioneer here.
The potential of 3D design is far from exhausted. The technology is constantly improving, product images are becoming increasingly realistic and therefore more convincing. What is certain is that the use of digital product display will increase significantly. This trend is particularly evident in the current time of crisis, which not only demands rethinking, but also forces companies to find digital and innovative solutions. If previously a photo shoot proved to be an easy method for content production, marketers are currently reaching their limits. In this case, CGI represents an indispensable tool for keeping digital distribution channels running. Reducing dependencies on time and place and relying on digital solutions is one of the big lessons we can take away from the crisis period.
Such events drive digitization and we see 3D design as one of the tools of the future of marketing. That is why Schwarz+Matt has been cooperating with bullets for some time. The guys have their design office right in the office of our agency. This allows us to provide our clients with fast digital solutions that set their online presence apart from the competition.