For two decades, IKEA has relied on computer generated imagery (CGI) instead of traditional photography to outfit its product catalogs. The brand remains committed to 3D –– so much so, it has integrated 3D models of its entire offering in Google Search. As more companies look to the technology to represent their product lines, IKEA’s move has turned out to be prescient.
Some experts say CGI can now surpass photography in terms of capability, and it can be difficult to tell the difference between something shot in-studio and something entirely rendered. While historically, catalogs have tended to lead with photography, now CGI is playing a greater role in giving customers a closer look at brand offerings.
But if you’re considering making the switch from photography to CGI, there are important considerations to keep in mind to ensure an optimized end product. Read on for a primer on what you need to know if you want to bring your CGI to print — and how Loft3Di can help you create 3D models and CGI renders at scale.
Know the goals of your project
We work with clients across sectors to help determine the best path toward a CGI rendering strategy. There are several benefits to leaning on the technology instead of going the traditional route.
The biggest perk is cost-savings. Our goal is to help our clients replace expensive product photoshoots with 3D models and expert photorealistic rendering created specifically for their needs. Photographing products in action requires the logistics of location, set, and crew, reaching a price tag nearly eight times that of photorealistic CGI renders. Instead, 3D technology not only saves businesses money, but it also saves weeks of planning and precious time.
With that faster timeline and endless possibilities for future edits, CGI has come a long way from the days where it was considered a poorer quality option than traditional photography. In fact, some photographers, foreseeing the technology’s prevalence, are now choosing to venture into CGI.
There is optionality with 3D that is much more difficult to achieve via traditional methods. For example, capturing a scene in daylight as well as at night is possible with just a few clicks instead of hours of painstaking lighting. Product teams can also quickly update 3D assets after they’ve been created to account for new colors, finishes, and personalizations.
Print comes with special considerations
While it may be better known for its use in cinematic video, CGI has quickly become a top choice for print media. That CGI is now capable of producing photorealism previously only achievable through expensive photoshoots is fantastic news for businesses looking to slash budgets. Yet, if you want to translate your assets to print, it’s critical to plan ahead.
Your 3D strategy should be top of mind. If you know that print is one of your project goals, you’ll need to make sure your assets are the appropriate resolution. As a medium, print typically requires higher fidelity assets –– 4K or even 8K is needed to ensure higher detail and clarity.
While the price point isn’t anything close to what a traditional photography shoot would represent, a higher-resolution CGI scene does mean more meticulous detailing, higher-quality textures, and more computer resources –– and therefore a higher cost than a lower-resolution render.
Our vast Loft3Di workforce paired with our state-of-the art production technology ensures consistent, unmatched scalability of 3D deliverables built to meet any business’ goals. We can produce high-resolution product renders in a vast array of simple scenes to complex designs for any budget. To find out more about how we can work with your team to bring your holiday books to life with CGI, contact us today.