Tag Archive for: Photo-realism

How Are 3D Renders Changing the Way That You Shop ?

In the digital age, there are numerous things that have impacted in the typical shopping and consumer experience. From the emergence of e-commerce at the turn of the century to the way in which VR will soon allow consumers to interact with products in a virtual environment, the process of sourcing and purchasing goods almost unrecognisable in comparison with previous generations.

The concept of three-dimensional rendering is also having a profound impact on the way in which we shop, although this is not necessarily obvious to the untrained eye. Make no mistake; however, photo-realistic images are gradually replacing traditional photography, while creating new opportunities for forward-thinking brands and their consumers alike.



So, how exactly are 3d renders altering the way in which you shop? Consider the following: –

Pushing Boundaries to Excite the Consumer’s Mind

Photo-realistic renders are more prominent in some markets than others, with the automotive sector offering a relevant case in point. An estimated 80% of promotional imagery within this space is now created digitally, as opposed to just 20% 10 years ago. Over time, auto brands have also learned how to leverage this technology to push new boundaries and showcase their products in a more aspirational light.

This is a lesson that all markets can heed, but particularly those looking to sell high-end products. After all, 3D rendering enables companies to replicate any physical background or setting for their product, whether they are looking to highlight a core selling point or simply present their offering in a more engaging, aspirational environment.

This not only informs and excites the mind of the consumer, but it may also offer a competitive edge outside of what your product has to offer.

Customers Can Now Make Purchasing Decisions Earlier

Historically, customers would have to wait until a product was released before making a truly informed decision. 3D rendering has changed this state of affairs, however, as it allows companies to create accurate, photo-realistic images of product concepts that have yet to be manufactured.

Evident in the smartphone and automotive markets (where renders are often used to showcase key design elements), these images can capture the attention of consumer’s ahead of time and help brands to steal a march on their competitors.

From the perspective of customer, this also enables them to save time by making purchasing decisions earlier, allowing them to complete pre-orders or compare the market for the best possible price.

3D Renders Can be Combined With Augmented Reality to Inform Customers

Have you ever wanted to buy a car or piece of furniture but were unsure as to whether it would suit (or fit) a particular space? This is an issue that 3D renderings can help to resolve, and not only due to their accuracy or the excellent use of scale.

In 2013, 3D rendering techniques were combined with augmented reality to create the Dodge Dart mobile app. This innovative tool allowed customers to access a rendered image of the dart their iPhone camera, which could then be positioned to replicate how the car would sit on their driveway or in their garage. This instantly helped to inform customers in a tangible way, improving the value proposition of the product and guiding them to the right decision.



With augmented reality now increasingly accessible, this is a technique that can be used across multiple, product-orientated markets. This is a significant space to watch, while it may yet have the most profound impact on shopping and consumerism in the future.

There’s no doubt about it; concepts like photo-realism and augmented reality will continue to change the way in which consumers shop in the future. If you would like to learn more about these technologies and how your business may benefit from them, contact the 3drenders.co.uk team at your earliest convenience.

Do You Have What it Takes to Be a 3d Render Artist? Let’s Find Out

While the nation’s unemployment rate may have tumbled to a record low of 4.8%, the lack of skilled job opportunities remains a significant cause for concern. This is something that visual and render artists can testify to, particularly in an age where some employers have yet to fully appreciate the benefits of photorealism and 3D technology.

There is no doubt that this is beginning to change, however, and in this respect there has never been a better time to pursue a career as a visual or render artists.

The question that remains, however, is whether you have what it takes to make  this objective a reality? Let’s consider the following skills and attributes that will be crucial to your success: –

A Willingness to Constantly Improve and Develop Your Skills



As an increasingly influential and cutting-edge technology, rendering places huge demands on visual artists. Most importantly, it requires them to maintain an open and ambitious mind, and one that is constantly seeking out ways of developing new skills.

This mind-set is something that has shaped our own experience at 3drenders.co.uk, as we have strived to partner with some of the nations’ most reputable course providers and CGI trainers. As a result of this, own own team of artists are consistently being challenged to develop new skills and rendering techniques, while understanding how and when to apply these.

Make no mistake; this is something that will be become increasingly important in the future, as pace of technological advancement quickens and the capabilities of photo-realistic renders continue to evolve.

Knowledge of One or More Programming Language



While this is not typically a prerequisite for working as a render artist, having knowledge of a programming language can dramatically increase your appeal as a candidate.

In technical terms, this will enable you to produce more complex and diverse visual effects, which in turn translates into a wider range of potential solutions to an employers’ challenges. Beyond this, the process of learning a relevant programming language alters your outlook and encourages you to approach visual challenges from alternative perspectives.

Above all else, learning one or more programming languages helps you to develop a greater understanding of rendering processes and the tools that you use to create photo-realistic imagery.

An Appreciation of Mathematics and Physics



While topics such as maths and psychics are notoriously complex and hardly renowned for boasting a fun factor, they are central to the processes that underpin rendering. Look at the basic sphere, for example, which is constructed using mathematical principle and the concept of fluid simulation. Similarly, geometry may be considered to be the founder of contemporary rendering, as it is concerned with factors such as the size, shape and relative position of figures within any given space.

The same principle applies to trigonometry, which explores the connection between lengths and angles and has played a pivotal role in computer graphics since the mid-1990s.

While there is no requirement for you to be an expert in these fields, a rudimentary level of knowledge is something that can help you to understand more complex propositions. It also helps the process of composition and the effective use of scale, which ensures that 3D renders have the desired visual effect.

At 3drenders.co.uk, we understand what it takes to be a successful visual artist, and make numerous resources available to empower our own employees. To learn more about our work and the advances that we have made in the market, why not check out our portfolio or speak to one of our team today?



How to Increase the Level of Photo-realism in Your Renders

A growing number of businesses are now eschewing traditional photography in favour of photorealistic renders, which deliver a number of logistic and cost advantages in the modern age.

Not everything that shines is always golden, however, and leveraging rendering technology to drive your advertising campaigns is no exception to this rule. It is crucial that you have both the knowledge and technical proficiency to execute photorealistic and high quality renders, for example, otherwise you will undermine your marketing efforts and potentially confuse your product proposition.

So, what practical steps can you take to enhance the quality of your images and the level of photorealism that exists in each individual render? Here are three to help you on your way!

Use Bevelling to Refine the Finer Details of Your Imagery




If you are going to follow the path of photorealism, you need to ensure that you pay attention to the finer details of your imagery. After all, it is these small and seemingly insignificant elements that will determine the quality of your images and the impact that they have on consumers.

In this respect, bevelling is an important technique that smooths edges and replicates the roundness that often exists where two opposing surfaces meet. It therefore plays a crucial role in bringing out detail, while creating authentic imagery that can effectively drive a relatable marketing proposition.

Utilise IES Light Profiles for Photometric Lighting




Architectural visualisation remains a key application for photorealistic renders, which places a huge focus on the replication of accurate light sources and shades. While we are expecting considerable developments in the field of photorealistic lighting in the years to come, however, for now 3D artists are using IES light profiles to bring their renders to life.

These files provide an accessible solution that strive to replicate real-world light sources, while they include photometric data concerning shape, shades and luminance. As a result of this, they have become a core feature of most rendering software packages, so understanding their function and knowing how to use them is critical if you are achieve your visual objectives.

Be sure to check that you have access to IES light profiles, however, as they are not a standard feature across all software providers.

Apply Depth of Field While Using Your Primary App




Let’s face facts; the chances are that you are using depth of field to isolate the focal point of your image and enhance the composition of the render. While this is crucial to the creation of a photorealistic render, however, applying depth of field in post (using an application such as Photoshop) causes you to lose some control over the type of effect that you are looking to produce.

So why do render artists apply depth of field in post? The truth is that this is a far quicker process, while it places less of a strain on business servers and allows brands to comply with tighter deadlines. The pursuit of quantity should never come at the expense of quality, however, particularly when you have invested in high-end software to generate photorealistic images.

With this in mind, you are far better served by applying depth of field while using your primary rendering software (where possible) and retaining full control of how your focal point interacts with its surrounding environment.

If you are new to the field of photorealistic renders but would like to know more about how such images can help your business, contact one of the 3drenders.co.uk team today to find out more!