Photography marketing

3D rendering is now so good – is product photography obsolete?

Photorealistic 3D rendering is becoming an increasingly popular way for brands to market their products. Ben & Jerry’s is one of many big brands embracing 3D rendering techniques over traditional product photography because it takes less time, fewer people, and ultimately saves money. silver. But where does that leave product photographers and is there still a place for them in visual marketing?

3D rendering is a term that describes hyper-realistic creation in 3D space. It’s often used in designs so you can visualize what a final product would look like without having to build it. While 3D rendering requires highly skilled artists and designers to create realistic images with natural-looking textures, reflections and features, software such as Adobe Aero, Sensei and Dimensions allow your average Joe to create 3D rendered images much more easily.

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Granted, the kind of 3D rendered images you can create on your phone using Adobe Aero won’t look as professional as someone who has spent years of their life perfecting the craft, but we are on the verge of making augmented reality more feasible. for individuals and small businesses.

There are undeniably a large number of advantages to 3D rendering and not only related to time and money. For example, with a 3D rendered image, you can modify design aspects such as color, shapes and textures without having to start over or take a new photo, you have perfect control over lighting conditions and it’s easier to maintain your branding, colors and marketing materials. consistent.

(Image credit: Adobe / Ben and Jerry’s)

When Ben and Jerry discovered Adobe Dimension for the first time (opens in a new tab) (a 3D rendering and design software), he was unsure of its relevance to his brand. Like her ice cream, she wanted her brand image to be authentic and natural, but when lockdown hit and the company’s business strategy had to change, 3D rendering images allowed her to photograph products that would otherwise would take months. There’s always a photography element to the way Ben and Jerry produce 3D rendered images – it’s only the ice cream itself that’s digitally created, everything else is an actual photo, but it still shows to how much 3D modeling can speed up the process.

Despite the quality of 3D rendering and its accessibility, I think certain styles of product photography will always have their place. Maybe not so much for things like cars or tubs of ice cream or bottles of beer, but things like jewelry and clothes that need a real human element just won’t be as compelling as a 3D model.

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