3D Rendering vs Product Photography

Product photography has always been the reigning champion of marketing. Everyone knows how important it is to make your product look as good as possible. The better your product looks on screen or billboard, the more likely a customer is going to want to shell out the money to buy that product.

With new advances in technology and more affordable software, companies like Ikea are resorting to a new kind of imaging. 3D rendering is becoming a more and more effective and cost efficient way to design, advertise, and conceptualize a multitude of products.

From scratch. with 3D rendering, a product can be created without the building blocks of a prototype. The image can be created from specification drawings of even rough sketches.

Fully layered file delivery. While a photograph is usually made up of one layer, a CG product is delivered as fully layered files with each detail as a separate layer. Even the shadows are separated.

Troubleshooting? No problem. Since the CG product was created using a program, there is never a point of no return (unless you already posted the image. Whoops!) Changes to the image can be made at any moment after completion.

Looks just like a real photograph. These days CG rendering is so crisp that most people can’t even tell if the image is real or not. Material such as metals, plastics, rubbers, and woods all render incredibly well and are nearly indistinguishable from the real thing.

Boundless resolution. Your average professional camera these days has about 25 megapixels. CG rendered images can give the equivalent of over 50 megapixels. That’s super high resolution and quality.

 Image converted using ifftoany

This doesn’t mean that product photography is going to become obsolete. It is still more cost efficient to photograph the product if the product already exists, or if the item is complex in shape which could be very time consuming to create on the computer. Materials like tiles and fabrics are hard to render as well and are better off being photographed.

Fires Can Happen Before You Call 9-1-1

F/C illustration depicting a fire due to having hazardous products stored inside a factory environment to emphasize safety in the working place.

Tony Randazzo created this rendering for The Marlin Company‘s safety poster.

Educational and Promotional Items for Police, EMS, and Fire Department

F/C illustration depicting the work of the police with the community in order to make parents and their children aware about safety tips.

Garth Glazier created this illustration for Positive Promotions Magazine.

To see the entire magazine entitled “Community Safety”click here.

Problems / High Tech Solutions

Several illustrations depicting ways to set your high end tech home cinema and audio system.

To see more of Garth Glazier’s work click here

Darren Whittington’s Gold Medal Performance for Coca-Cola

Working closely with the design team at Turner Duckworth, Darren Whittington created a series of iconic silhouette images of  Coca-Cola’s ‘Eight-Pack’ team- to root on Team USA at the upcoming London Olympics and Paralympics 2012.  The ‘Eight-Pack’ imagery recreates action poses  of: David Oliver (men’s track & field), Shawn Johnson (women’s gymnastics), David Boudia (men’s diving), Alex Morgan (women’s soccer) John Isner (men’s tennis), Henry Cejudo (men’s wrestling), Marlen Esparza (women’s boxing), and Jessica Long (Paralympics women’s swimming)- all within a patriotic striped can design that provides movement and context for each sport.

To see more of Darren Whittington’s work click: Here

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