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March 26, 2013 /PRNewswire/ -- Is digital photography now considered "old school" in the world of product imaging? Increasingly, big brands like Whirlpool,
Stanley Black & Decker and IKEA are ditching the camera — relying, instead, on computer-generated
3D product images to present their latest product launches.
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3D images showcase products in
photorealistic environments that can be changed and manipulated instantly. This means brands can feature their product in virtually any decor, location, lifestyle or setting — all without having to build a set, source product or hire a photographer.
Because 3D costs less — both in dollars and logistical headaches — it's catching on with marketers in multiple industries, from consumer products to training to home building. Linda Garman of
Basco, a manufacturer of luxury shower enclosures, explains, "With traditional photography, there was always a risk of being disappointed with the end result. Now, with 3D, if we're wrong about a color or texture, we can change it. We aren't stuck having our time and resources wasted."
Building a traditional set costs upwards of
$5,000 to $20,000 and takes weeks to create. 3D set shots, on the other hand, start at around
$1,000 and take just days.
Eleventh-hour changes that would normally send production teams and budgets into a tailspin are simplified in the controlled 3D environment.
Garman adds, "Our 3D set shots are far more dynamic than anything we could have built in a set or in a home…and ended up costing 25% of what we would have spent on traditional photography."