Real or Rendered: Learn About the Impact of 3D Imagery in Your Shopping Experience
Did you know that the average person spends 6 hours and 40 minutes a day online? We work, listen to podcasts, chat and, of course, shop. The world of online shopping is a very competitive environment where every brand wants to stand out and be memorable to the customer. And one of the most reliable ways to convince a customer to buy something is to show a selling image.
In this article, we would like to touch on 3D images and how they are a game changer in marketing and, consequently, in our shopping experience. To discover why there was a revolutionary shift from photo to 3D images. How can you distinguish a photo from a 3D image, and does photography still have a future? So, make yourselves comfortable, and we're starting.
3D Imagery: Why Did we Change the Photos?
As the saying goes, "Seeing is believing". For most of human history, images have been two-dimensional representations of paintings, photos, or traditional television screens since the middle of the 20th century. Over the past generation, our world has accelerated, and we have been able to see things from a new perspective using 3D images. From animation and video game graphics to holograms, 3D screens and projectors to virtual reality, 3D allows us to experience and deeply understand how objects look from a 360-degree view.
The advent of technologies and the internet has changed our perception habits and the speed at which we absorb information. Now, we need to obtain the maximum amount of information as quickly as possible, process it, and decide. Speed is the key. And 3D image fulfills this need much more effectively than photography. That’s why the familiar 3D in the gaming and movie industry has easily migrated to visuals in all sorts of areas.
Offtop: Has the pandemic additionally affected the spread of 3D rendering? 3D images are a long-term vision, not a temporary trend. Needless to say, 3D illustration will thrive and be highly sought after in the sales industry. Online life has only contributed to the early development and faster implementation of 3D in the shopping industry.
Advantages of 3D Imagery
Let's look at the benefits of 3D imaging in more detail in the shopping sphere of interest.
1. 3D Image Optimizes Processes
The algorithm for creating a selling photo by vendors included, as a minimum, the following stages:
- Pre-release of products for a photo shoot;
- Development of a concept for a photo shoot;
- Booking a location;
- Communication with photographers and studios;
- Logistics of the photo/film crew and product to the site;
- Meals for the team and additional expenses for work outside.
And all this can be repeated several times because the photo may not suit the customer the first time. With 3D images, everything becomes more accessible. The vendor needs to contact the studio or designer to discuss the vision and style of presenting the product and software for creating 3D images. All this can be organized online, significantly speeding up the process and making it even more economically profitable.
2. 3D Imaging Gives More Options and Flexibility
Even the highest quality photo in the studio goes through a processing stage. 3D allows you to take this moment into account at once. With rendering, you can make some components transparent, create a cutaway view, hover objects in space, etc.
At any time, you can return to the project and, for example, open SelfCAD to make the necessary changes or update the product. The renderer's high adaptability also makes it easy to adjust to market trends. The product can be presented statically, animated, or in augmented reality format.
3. 3D Image Accuracy — Meeting customer expectations — Developing brand loyalty — More money
This chain may not seem evident at first glance. However, a clear relationship exists between meeting customer expectations and brand loyalty. It all starts with a detailed product image.
Understanding the precise dimensions of the product and being able to look at everything in detail not only attracts shoppers but also reduces the risks associated with returns. This is savings for sellers and satisfaction for buyers, which, over time, translates into recognition and brand loyalty.
The cherry on the cake is that using 3D imagery can help increase sales and revenue. By providing customers with a more detailed view of products and giving them an opportunity for product customization, vendors can increase customers' confidence in their purchasing decisions, hacking sales and revenue.
4. More Immersive and Interactive Shopping Experience
In addition to all of the above, it is worth noting that for buyers, online shopping has now turned into not just the closure of needs but a whole virtual journey!
Is 3D Imaging the Perfect Solution for the Shopping Sphere?
The advent of 3D design laid the foundation for an entire industry. For example, a team professionally engaged in 3D rendering is associated with providing these services. In addition to considering the human aspect, let's compare the real estate industry's reliance on visualization. This is a dimensional and large-scale industry. Selling such volumes that could be only on paper is impossible without 3D Imagery.
With so many merits, finding a single flaw in the 3D visualization industry would be objective, and there is one. Even two!
1. Fashion Industry
A 3D image is still a virtual representation of a product. There may be minor differences between the virtual and the authentic product. But the fashion industry is a place where the photo of the real product decides everything. People want to see the fabric, the product's texture, how it lies on a person's body, and the fit of the clothing to a person's color type and figure.
Yes, online fashion shows are already making their own revolution in this market. Fashion designers are increasingly looking to digitize their products. And most importantly, invest in developing technologies that allow this to be done. These processes fit perfectly into the promotion strategies of luxury brands, the price of items that initially include and multiply all digitalization.
For the average consumer, the things themselves are important. And their presentation is still better done by photography and live fashion shows.
2. 3D Images With Non-Obvious Visual Blunders
If the 3D image is not good enough, the human eye will notice it due to the habit of harmonious perception of reality (and trained by good designs). This can cause a rejection of the customer to buy. Therefore, in this blog, we have also collected the accents that designers should pay attention to create the most lively and selling 3D image.
So, Real or Rendered?
i) Disproportional Objects
A common mistake in a low-quality 3D image is if the sizes of objects in it do not correspond to their real scale relative to other objects in the frame. This error is especially noticeable in the discrepancy between the proportions of two or more objects that are in the general field of use. For example, there may be too small dishes on the table, next to which there is an overly large chair.
ii) Low Poly 3D Models
A small number of polygons is more suitable for cartoon or game art. And this is what will distinguish a render from a photo. The low polygon of the model can be noticed due to the unnatural curvature of the surface on which light, shadows, and highlights are displayed incorrectly.
A high-poly 3D model, on which rough polygon transitions will not be visible in places where they should not be, is suitable for use in a photorealistic 3D picture due to the fact that such a model will more correctly convey the volume, mass, and material of the depicted object.
iii) Poor Quality or Incorrectly Applied Textures
The quality of a texture depends on how accurately it conveys colors, roughness, reflection, transparency, subsurface scattering, brightness, etc. Therefore, high-quality texture is an important aspect of creating photorealistic renders. The texture must be of high quality not only in execution but also in the size of resolution because the texture itself is a 2D image. The lower the texture image resolution, the more pixelated and soapy the texture will be in 3D.
It is more important that the direction and size of the texture match the actual material. If the textures are applied incorrectly, it really stands out and knocks out the feeling of realism in the image.
iv) Too Sharp Corners of Objects
In 3D programs, it is very easy to create an acute angle because it works with calculations. In real life, sharp corners can rarely be found. Therefore, for photorealistic renders, sharp corners are forcibly smoothed, which provides them with a natural look.
V) Distorted Perspective
The importance of perspective in the image has always been high. How our eye will perceive the volume of the entire picture will depend on this. Therefore, it is necessary to correctly configure the camera in the 3D program to avoid unnatural distortions and deformations.
Vi) Inconsistency of Shadows and Highlights With Lighting and Materials of Objects
Realistic visualization requires proper adjustment of light sources, their placement, and the strength of the glow. As well as adjusting the derivatives of light sources: highlights, shadows and their depth, and reflection in mirror surfaces. If you configure at least one of these parameters incorrectly, it will not be difficult to distinguish a 3D render from a photo.
Vii) Unnatural Perfection
When the image is too perfect or neat, it will seem unnatural and boring to customers. For example, a little clutter when arranging objects in a composition will make it seem more real and natural.
No Turning Back to Photos?
3D images are the future of e-commerce. Such images offer enhanced visualization, increased shopping confidence, cost and time savings, and competitive advantage. 3D images will likely continue to develop rapidly. But there will definitely be room for photography. One scenario is to change the focus of photography from objects to textures. As noted above, texture mapping to 3D images highly depends on the quality of the 2D image of the surface itself. So, isn't this the light at the end of the tunnel?
Enjoy powerful modeling, rendering, and 3D printing tools without the steep learning curve.
Need to learn 3D modeling? Get started with interactive tutorials.