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Photography vs. 3D Visualization: How Much Information Can Be Conveyed

Opting for either 3D visualizations or photographs for your product marketing takes thought.

We get it- 3D is new, and traditional photography is in your comfort zone. We’ve created this blog to highlight the benefits of using 3D models on your e-commerce site vs traditional product photography. (Spoiler alert: it’s more than you think!) We’ll also explain the impact of 3D visualizations on your potential customers.

If you’re not sure what all this 3D lingo means, don’t fret!

A 3D visualization is a 3-dimensional piece of content created using computer software. In product marketing, 3D visualizations represent real-life objects you can buy and sell.

There’s little doubt 3D is becoming more and more prominent in product marketing. An array of different industries are using 3D visualizations, which is hard to notice since they’re almost indistinguishable from photographs. If you’re not sure what I mean, I’ll give you a fun fact: Swedish furniture brand IKEA uses 3D renderings for over three quarters of their catalogue’s product images. Surprisingly, IKEA has been doing this for years and most of us didn’t even notice.


“If the finished outcomes of 3D and hiring a photographer look identical, why should I use 3D?”

That’s a great question. For starters, photography conveys exactly what is there. Which is fine, but what if your customers want to view the product you’ve photographed but from a different angle before making the purchase? Okay, so you take photos of your product from a bunch of angles and then upload them to your site. Your customers will have to click through every individual photograph to get a 3-dimensional idea of the product. This is bad user experience, and online shoppers don’t have the attention spans for that. 

On the other hand, a 3D visualization of a product allows your site users to experience it in so many ways.

Increased levels of interaction with a product causes customers to seek out additional information, increasing their willingness to make the purchase. 

Online shoppers can play with the product, spin it any angle, zoom in or out (and not see just pixels), and even see what it looks like in person using augmented reality

If the product comes in different colors and parts, you can even customize it yourself in certain cases. It’s memorable, it’s engaging, and it establishes a personal connection with the product before laying eyes on it in person.


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