Psychology of 3D Graphics: What You Need to Know
We live in a multi-dimensional world. As complex sensual creatures with an innate love for attractive visuals, we respond to stimuli that appear complex, beautiful, and intricate. As consumers, we sure love brand graphics that appear simpler but give us a layered visual any time of the day and our senses truly come alive! We interact with it more, like it more, and remember it more.
Future-forward brands, therefore, always try to play with 3D technologies in their brand-building strategies. However, the complexity of undertaking such a venture often discourages many. In the realm of modern brands, the most we see them doing with 3D is creating 3D logo designs to add depth to their offering and set their brand apart from the rest.
But there’s a whole vista of 3D possibilities that’s still left unexplored. As we try to unpack the topic today, we keep our focus on what makes 3D graphics such an attraction for everyone. We’ll see the psychology behind it, and present case studies of global brands that are doing pretty cool things with 3D.
The Basics of 3D Graphics
The 3D visualization and rendering software industry is exploding. It’s pushing the boundaries and blurring the lines between what’s real and what’s immersive. But at their core, 3D graphics are just 2D graphics made infinitely better. Let’s see how. In simple terms, 3D graphics are a step above the more classic, 2D imagery. While 2D graphics more closely resemble a drawing done on a flat piece of paper, 3D graphics in comparison are like a clay toy that you can see from all angles, move around, and manipulate into new shapes.
In technical terms, 3D graphics are made using X, Y, and Z dimensions on the axis. 2D graphics only use the X and Y. So what you create in 3D not only moves side by side but can also appear closer. You can also look behind it, and explore it from the above and sides. In simple graphics (with no animation) 3D effects are achieved with lighting, shadows, color gradients, and more. In animation, things become more complex, advanced, and lifelike.
While 3D graphics allow diverse applications in various industries, for the purposes of this article, we’re keeping our focus zeroed in on brand building. In this role, 3D graphics, due to their quality of offering more depth and interest, evoke a higher degree of engagement and recollection in brands.
Even if you don’t use animation, 3D effects alone can help your brand stand out from its flat design counterparts, and feel like it's leaping out of the page, website, or screen. As striking visuals, 3D graphics also play their role in helping audiences differentiate among brands, and aid proper recall.
The Psychology of Perception
In the previous section, we talked about how 3D graphics ‘appear’ closer, and how you ‘feel like’ they are leaping out of the page. All these different things refer to a single, common element known as perception. Perception, quite simply, indicates the way we understand or interpret something. It depends on our past knowledge, the way the thing is presented to us, our angle of viewing the thing, and simply just a lot of context.
Take the example of the number 6. If I write it on my hand with my hand facing me, I know the number says 6. But if I extend my hand to a friend standing in front of me, their literal point of view will make them interpret the number as 9. Both of us will be correct, with our unique positions dictating our perception and thus opposing answers.
Understanding the principle of perception, designers, and marketers use three of its core components to use 3D graphics in unique ways for their brand-building strategies.
These core components are:
1. Depth Perception
Depth perception is the ability to see the world in three dimensions. Meaning, the ability to not only see things (which is 2D) but also to understand how near or far things are from each other and us. For example, when you look at two objects in the room and can determine the distance between them, plus how near or far each object is from you, that’s depth perception at play. To learn more interesting things about depth perception, here is an article to start the journey with.
Coming back to the topic, designers use shadows, lighting, and color effects to add depth perception when creating 3D graphics. That’s why when we see 3D images, we perceive them as tilted, shadowed, hovering, curved, etched, and more. These effects allow us to perceive these visuals as having more depth than they actually do.
2. Immersion
Compared with immersive technologies, 3D graphics made with special effects seem like crude drawings etched onto a prehistoric cave wall. Immersion, in the 3D realm, is achieved by creating computer-generated worlds that look like the real deal. Using immersive technologies like virtual reality or augmented reality, brands invite consumers to come in and interact with the products in that immersive environment.
The feeling of being in an immersive world is very closely similar to the sensation of being in that place physically. So much so that you begin to feel like you’re a part of it. Depending on how advanced the technology is, an immersive experience can be acutely surreal and otherworldly. Google Earth VR is a wonderful example that comes to mind.
3. Emotional Responses
Understanding how 3D graphics can evoke emotional responses in consumers is central to brand storytelling. To elicit specific emotions from users, brands need to understand some key factors:
- How users perceive depth and spatial relationships
- How users perceive and navigate 3D spaces
- How users perceive depth, size, and spatial arrangement of elements in the environments
A comprehensive understanding of these components will help brands prioritize elements in a 3D environment to draw users’ attention to key messages and products, create 3D spaces where users can interact with the products just like they would in the real world, and set up a 3D space that matches users’ expectations of how a physical store would look and function.
Brands that can achieve that realism, accuracy, and detail can succeed in delighting their customers, connect them with the brand story, and leave a lasting impression.
Brands That Excelled with the Psychology of 3D
1. 3D Print Pioneer: Nike
Nike was one of the first brands in its industry to explore what 3D could do. It used the technology on its website, used it to offer customized 3D-printed sneakers, and even released 3D versions of its iconic logo to captivate the audience and show the brand in action.
In 2023, Nike is now going above and beyond by launching an entire sneakers line that’s made using 3D print technology. It’s in continuity with Nike’s commitment to sustainable footwear. The new ISPA line is designed by AI ensuring no raw material is left in waste. The soles of these new sneakers are made with cork, a sustainable material obtained from sugarcane. The best thing, the entire sneaker is manufactured using 3D print technology!
2. 3D Interactive Web Experience: ESPN
In 2018, the cable sports network, ESPN released a special documentary, Basketball: A Love Story. Comprising of ten short stories, this series features interviews with the game’s most prominent figures. They talk about their love for the game, its evolution, and the role factors like race, politics, and media play in it.
To promote the documentary, ESPN released a special interactive web experience: Game Changers. Game Changers uses wax-like figures of leading basketball players like Kareem Abdul-Jabbar, Darryl Hawkins, Shaquille O’Neal, and many more to illustrate how the game has evolved over the years.
The interactive web experience uses horizontal scrolling to allow you to switch between the signature moves in the game, from shooting to dunking and dribbling to passing — to show how far each has evolved. It’s a pretty compelling way to interact with the game’s history and be part of its journey.
3. 3D Logo Design: Toyota
Though this is an old logo, back when 3D had just arrived on the scene, and all the leading brands wanted to what they could do with it. Toyota came up with this 3D logo where realistic lighting and reflections have been used to give the logo an added dimension. The lighting effects fall from above the logo, highlighting the shadows in the bottom curves. The vertical ring in the center seems as if it’s popping out a bit, giving it a unique 3D feel.
In 2005, when this 3D logo was first released, it went on to replace the emblems on all Toyota vehicles as an ode to hyper-realistic design.
4. AR Try-On Lens: Snapchat
Augmented Reality, AR, is a way to add digital elements to the existing environment to enhance the experience of the live world. It’s done by overlaying computer-generated visuals, sounds, and other effects on the physical world and enhancing users’ perceptions of that world and the reality itself.
Snapchat, through its AR try-on lenses, helps brands offer improved shopping experiences for consumers. It recently partnered with Supergoop! and OPI, fan-favorite beauty brands.
Snapchat’s AR try-on lenses allow consumers to try their beauty products without visiting their physical stores. Just switch on the try-on, and see how the new colors look on you.
5. 3D VR: Elizabeth Arden Immersive Shopping Experience
Virtual Reality (VR) is very different from AR. Where AR uses bits and pieces of digital components to add to the physical environment, VR takes the whole reality out of your hands and creates an entirely new world. It then puts you in the center of that world and invites you to interact with it just like you would in real life.
Brand products in VR can be viewed from all angles — top, down, and bottom. You can also rotate them, click on features to learn more about them, and even visit entire stores like you’re physically there. Elizabeth Arden's virtual store offers an immersive shopping experience, complete with the iconic red door. It opens to an opulent digital floor with arrows pointing right and left. In the center, you see a product on the reception desk, an LED screen displays brand products, and there are benches to sit on with comfy cushions placed beautifully.
The VR experience is interactive, delightful, and very detailed. Brands that are looking to wow their audience can look at it as an interesting investment opportunity.
3D Modeling in 3D Graphics
3D modeling is the fundamental building block of 3D graphics. It serves as the core process through which 3D objects and scenes are digitally created. These models are constructed using various geometric shapes, polygons, vertices, and textures to represent real-world objects or abstract concepts. Without 3D modeling, there would be no basis for 3D graphics, as it provides the necessary structure and form that can be manipulated, animated, and rendered to create visual content in various industries, including animation, gaming, architecture, and product design.
3D modeling is essential for achieving visual realism and intricate detail in 3D graphics. It allows artists and designers to create highly detailed and complex objects with accuracy. Whether it's modeling a lifelike character for a video game or a photorealistic architectural visualization, 3D modeling enables the incorporation of intricate textures, lighting effects, and realistic proportions. The ability to add depth, texture, and dimension to objects enhances the immersive quality of 3D graphics, making them more compelling and believable to the viewer.
Animation and Interactivity
One of the significant advantages of 3D modeling in 3D graphics is its capacity for animation and interactivity. 3D models can be rigged and animated to simulate motion and behavior, bringing characters and objects to life. This is vital in the entertainment industry for creating animated films and video games, as well as in industries like education and training, where interactive 3D simulations provide immersive learning experiences. The versatility of 3D models allows for endless possibilities in terms of movement and interaction.
Architectural Visualization and Design
In architecture and design, 3D modeling plays a pivotal role in bringing concepts to life. Architects and designers use 3D modeling to create detailed representations of buildings, interiors, and landscapes. These models enable clients to visualize projects before they are built, making it easier to communicate design ideas and make informed decisions. Additionally, 3D modeling aids in the planning and analysis of structural and environmental factors, contributing to more efficient and sustainable design solutions.
To create any type of 3D model, you need to use a 3D modeling software. There are many that are available, but we recommend using SelfCAD.
SelfCAD is one of the easiest and professional 3D design software available. You can get started easily and you don’t need to have previous experience in 3D modeling to create your 3D models. It’s the only CAD software that has combined 3D modeling, sculpting, freehand drawing and sketching, and 3D printing tools all under a single program that has both an online and downloadable version.
Conclusion
Brands are always looking for ways to expand their fan base and invite more people over to their side. Visual graphics are always the most potent tool in a marketer’s arsenal to achieve this profitable goal.
Using 3D technology, you can multiply the potency of your brand visuals times infinity. Using immersion, interactivity, and special effects, you can create visual cues and brand environments that captivate the audience, incite their emotions, and delight their senses.
Author Bio:
Karla is an accomplished writer and blogger with a degree in marketing. With over 5 years of experience in writing strategic content, she has worked with startups and founders, helping them to develop and execute effective content strategies that deliver results. Karla is known for her ability to craft compelling content that resonates with readers and drives engagement. She has a keen understanding of the power of storytelling and how it can be used to build brands and connect with audiences.
In her free time, Karla enjoys reading and knitting. She also has two pet cats called Salt and Pepper, who keep her company while she works on her latest writing projects. With a passion for all things creative and a dedication to excellence, Karla is committed to helping others achieve their goals through the power of effective content marketing.
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