One of the most powerful functions of Marketing is to nurture the relationship between brands and their consumers. It takes time, attention and delicate handling. So, how does 3D Visualization fit into the mix? Putting it (not so) simply, 3D Visualization delivers highly flexible digital marketing assets and experiences that can effectively communicate a brand’s value to consumers on many levels. So, what does all that mean? Let’s dive a little deeper…
The Beginning
Marketing that utilizes 3D Visualization typically starts by taking the raw 3D data that was created during the product design process – or by making the data, if 3D software was not initially used to design the product – and uses 3D Visualization applications, such as 3DEXCITE DELTAGEN, to make the 3D data appear photorealistic, and often indistinguishable from its physical counterpart.
Quick Fact: when given a choice between a 3D visualized image and a physical photograph, and asked to identify which of the 2 images looked real, onlookers have been known to select, and prefer, the 3D visualized image. Perhaps this is because 3D visualization gives minute control over all aspects of an image – from material texture, to lighting, to image resolution, to the angle a product is positioned at and more – and thus affords additional levels of artistry.
The Middle
One of the inherent benefits of 3D Visualization is, that brands can take the aforementioned 3D product design data, and begin to generate key marketing materials well before even a physical prototype is made, allowing for more comprehensive marketing campaigns and less stress before a product’s launch.
In essence, a fully visualized product can be used to generate beautiful still imagery or eye-catching video content. But beyond images and video is where the real marketing magic, and 3DEXCITE’s specialty, lies. This magic involves creating immersive and personal brand experiences for consumers to interact with. Imagine standing in front of a large touch screen, and being able to customize your next pair of designer shoes. You can peruse every available color, choose from all dynamic styles and inspect the shoes from any angle. Then you can go to town and design your pair of shoes your way, as you play the role of craftsperson and consumer. And don’t be afraid of getting a little carried away. That’s what the maker culture is all about: Testing limits. Exploring new territory. Discovering the heretofore unknown. Let your creativity lead the way.
The End?
The advanced customization potential that 3D visualization empowers brands with gives the average consumer more choice and influence in how and what products are made, which affords them an incredible amount of decision-making power. All potential options for a product can be accessed from a single location, allowing consumers to experience an incredibly rich shopping experience.
The fact that 3D Visualization wheels and deals in digital data, also means that it can easily take advantage of the extended reach afforded by social media and other online outlets. As social media – a naturally content-hungry platform – integrates more and more into brand’s core marketing strategies, the flexible digital assets that 3D visualization provides will become even more important.
As powerful and potential-packed as configurators may be, they are only the tip of the visualization iceberg. We are knee-deep in the Age of Experience, and this means that brands now have access to the technological prowess of advanced systems like Augmented Reality (AR) and Virtual Reality (VR) to create consumer journeys that are limited only by the imagination. Even today, consumers are being transported to worlds that are wholly inspired by brands and their vision for reality. These worlds not only tell a brand’s story, but with the right techniques, they provide an emotional brand/consumer connection that simply was not possible until now.
We are only at the beginning of the increasingly personal relationship between brands and consumers, and 3D Visualization can help power your marketing efforts to be more meaningful than ever before.
Welcome to an age of limitless potential. Welcome to the Age of Experience.
Learn more about 3DEXCITE‘s work…
…with AR and configurators for Transportation and Mobility.
…with 3D Visualization to enhance the Consumer Goods and Retail experience.
…transforming the Passenger Experience for Aerospace.
