3D graphics: bring your ideas to life

In the past, photography was the only way to produce realistic images of products or technology applications. Today, however, 3D graphics packages enable artists and designers to create and manipulate complex images that are almost as realistic as the objects themselves.

3D artists create a mathematical representation of the surfaces of an object. The product, a 3D model, can be displayed as a 2D image through a process called rendering or used in a computer simulation of physical phenomena in a digital 3D environment. We can even 3D print the model. This all sounds very clever, but how does it help in marketing communications?

3D modelling and animation methods can

  • visualise places where cameras cannot go
  • offer clear, step-by-step animated guides for complex processes
  • provide realistic representations of products while they are in development
  • create graphics that can be easily repurposed easily for many different applications
  • reduce or eliminate photographic costs
  • show updated product images or packaging designs for pre-launch communications.

Shell product bottles example

Creating detailed 3D models of packaging substantially reduced the photographic costs for this project. This approach also made it possible to create photo-realistic images that promoted new products and packaging while these were still in production.