WHY IN 2019 FURNITURE COMPANIES NEED PHOTOREALISTIC PRODUCT RENDERING?
As the world of online competition heats up, it has become more and more vital to stand out from the digital clutter. Where earlier furniture companies were competing with a handful of stores in their zip code, now anyone, from anywhere on the globe can be a potential rival.To stay relevant in this environment of rising competition, furniture companies are deploying all means to become more competitive as well as more profitable. To do this, costs must be reduced without any drop in manufacturing or marketing.
3D photorealistic rendering is one way to achieve all the needs of a competitive modern business landscape. It allows businesses– old and new — to present their products perfectly in an affordable manner.
What is Photorealistic 3D rendering?
Photorealistic rendering refers to creating 3D rendered images, which are as close to the real picture as possible.
The aim is to produce a completely life-like image, so when someone sees a photorealistic 3D image, they cannot distinguish between a 3D rendered image or an actual photograph.
The process is helmed by a 3D artist who starts with building a 3D model of the object in a 3D software such as AutoCAD, Maya, or Blender. He will then apply the correct background, texture, color, lighting, optical effects such as shading, refraction, shadow, etc. to give it a realistic perspective.
One of the first users — or the pioneers — have been the Film, TV and Gaming industries which have been using this technology successfully for decades. 3D modeling has also been the cornerstone for sectors such as architecture, engineering, aeronautics, etc. They have relied on it heavily to ensure accuracy before the manufacturing process. Furniture, Travel, and Advertising have started actively pursuing it in the last decade.
How does 3D rendering for furniture work?
The rendering process for furniture begins with putting together all the specifications of the item. The client sends over dimensions, materials used, colors, and any reference image of the background to the 3D studio.
The artists then use the information to create the 3D model of the piece. This basic model becomes the foundation on which different images, video walkthroughs, or interactive software can be developed.
To create a realistic effect, a 3D artist works on three areas
Scale and size — Getting the size of the object right, especially in relation to the background and the setting is crucial in creating a cohesive visual effect. Hence most photorealistic images use a recognizable background and several other known objects to establish a sense of scale.
Lighting — This is one of the most critical factors in convincing the eye and the brain that they are looking at a real picture. Path tracing, PBR (physically based rendering) and unlimited ray bounces and complex caustics handling are several ways in which 3D artists can infuse complex settings with realistic lighting effects.
Textures — From various wood grains to fabric to metals — 3D software comes with a vast array of textures, and these can be all be combined with light effects to create a completely convincing image.
Here is a more in-depth look at why furniture companies MUST consider using photorealistic product rendering in 2019
- To Create High Quality, Detailed Promotional Material
From digital ads to glossy brochures to the next-gen augmented reality advertisements, any furniture company looking to stay competitive will need to leverage new media smartly.
The new generation of customers must be approached differently — leveraging influencers, creating a strong social media presence, building a brand that resonates with the millennials or offering loyalty programs are just some ways most likely to attract and retain clients in the next five years.
Using photorealistic 3D models will give companies immense flexibility in using their product images across a multitude of advertising platforms.
2. More Cost-Effective And Flexible
Imagine setting up a whole bunch of different sets for photo shoots — the cost and time involved in this exercise are prohibitive, which is why only big brands with deep pockets attempt it.
A photorealistic 3D model is far cheaper, faster, and more flexible. Once a 3D render of the furniture piece is created, it can be used across a lot of different scenarios — they can also be easily manipulated to show different materials, colors, lighting, and textures. This allows companies to get hold of promotional material in bulk — for a fraction of the cost of a traditional photo or video shoot.
3. To Showcase Furniture Ideas Before Production
Many furniture companies — including established ones — can’t really afford to fill up their warehouses with standing inventories. With the help of a 3D rendering studio, they can create realistic images of their items without actually manufacturing them.
This is an excellent tool for testing out new product lines, design ideas, or for representing items that come in a wide range of colors, upholstery, and materials.
4. To Leverage Customer Visualization Digital Tools
Using 3D rendering is also a favored process for online furniture stores or companies with customer visualization tools. Using a 3D model allows customers to customize their piece while placing an order, examine individual features of an item more closely (such as a design element or fabric), get a 360° view of the product or even visualize how a piece of furniture would look once placed in a particular area.
5. For Prototyping
Using 3D rendered images can prove to be a great cost saver during the manufacturing process. Because of the high degree of accuracy of a 3D photorealistic image, manufacturers can catch design flaws and understand the scale of the item well before building the product.
For developing new designs, prototyping is critical as it can make the final manufacturing process faster and less expensive. Furniture designers can make all the iterations they need on 3D software rather than on the workshop floor.
6. Better imagery
Occupied with manufacturing and selling, branding is something most companies only start thinking of a bit down the line.
Here a 3D rendering can come in handy. Instead of setting up costly and time-consuming photo shoots, adding stylistic elements to existing rendered images is possible in bulk.
This can be as simple as just changing logos and adding text or as complicated as a complete change of color, style, or background to target different demographic groups or creating seasonal advertisement campaigns.
7. Future-Proofing Marketing Efforts
The rate at which digital technology is evolving is sure to throw up new and interesting advertising channels. We already have virtual reality becoming mainstream, and holographic imagery is also seeing increased adoption. And, of course, wearable technology such as Google glasses is just around the corner.
Apart from changes in technology, companies could have internal transformations as well — such as adding additional new products like home décor items or linen or rugs or targeting a different age group. In such situations, digitally created promotional materials can be easily and quickly repurposed — new things can be added to enable cross-selling, or the background could be tweaked/changed to become more relevant.
Photorealistic 3D rendering has been around for years now, and businesses from diverse industry verticals have already been using it selectively and successfully.
As new digital innovations come to fore, and the Internet becomes more enmeshed in our daily lives, furniture companies must switch to 3D rendering techniques to supercharge their business. From manufacturing to marketing, 3D rendering makes everything easier, faster, and cheaper — now who wouldn’t want that!
The Next Question Is — Should Companies Hire An In-House 3D Artist Or Outsource To An Agency?
While furniture companies do have the option of hiring a full-time in-house designer to create its 3D renders, in reality, outsourcing the work is a far better alternative.
3D rendering requires a mix of different skills, such as modeling, lighting, shading, camera rigging, etc. In a studio different artists specialize in these areas and passing on a project to a studio gives the furniture company access to their combined talents and the latest 3D software.
Also, in the long run, it turns out to be more cost-effective and much faster to outsource one-off projects to external 3D studios than keeping a full-time resource.
But most importantly, working with an experienced 3D agency gives the staff the of furniture companies the time and focus on doing what they are best at — designing, creating, and selling gorgeous furniture.
At Hubstairs, we offer full-stack design services to Home and Living retailers. We have a community of 3D artists who can provide a 3D, photorealistic design — personalized to your style — for a fraction of what it would cost using traditional methods. Along with our 3D design services we also have a large community of interior designers who are roped in to bring enhanced understanding of interior decoration to your 3D marketing collaterals or work as consultants to help you upgrade the look and layout of your furniture store.
