The do's and don'ts of product visualization
"Design is not just how it looks and feels. Design is how it works."
- Steve Jobs
Especially with technical or high-quality products, it is often not enough to just use photos or classic advertising texts - a visual representation can convey much more effectively what makes the product special - how it works. In this blog post, we take a look at the do's and don'ts of product visualization using the 3D animation we created for Meissl Open-Air Solutions.
Meissl launched the innovative MA parasol in 2023. The aluminum umbrella not only impresses with its imposing size of up to 9 × 9 meters, but also with state-of-the-art technology. We have developed a 3D animation to clearly present the most important product highlights. Such product visualizations are basically Explainer videos - but with a special focus on an appealing visual presentation.
The shade is intended to convey elegance and a modern feel. We have therefore placed it in a brutalist setting - timeless and modern at the same time.
Dos & Don'ts of product visualization
Three dos:
Harmonious presentation
The visualization should reflect the essence of the product. A parasol stands for relaxation and protection - hectic cuts or driving basses would be out of place. Instead, calm and high quality should be conveyed.Bringing materials into focus
High-quality materials deserve special attention. Close-ups of fabrics or metal structures help to emphasize the quality of the product.Bringing size to life
Conveying a feeling for the dimensions of the product - that's what it's all about. How does it feel to stand under the sunshade? To make this tangible, we let the camera move along the shade mast from the base to the integrated lights. This makes the individual elements and their distances from each other clearly visible. At the end of the video, we also use silhouettes of people - because the human body is the best reference for intuitively grasping proportions.
Three don'ts:
Avoid exaggerated perfection
Everyone wants to present their product perfectly - flawlessly, without dust or scratches. While this is almost impossible to achieve in real film, 3D animations make exactly this perfection possible. But just because it's possible doesn't mean you should overdo it.Instead of making a product appear unnaturally smooth, subtle signs of use ensure realism and authenticity. If such details are completely missing, the presentation appears artificial - and the viewer immediately realizes: "That's not what it looks like in reality." This can diminish confidence in the presentation instead of strengthening it.
Not too much information
A video should not be overloaded. Too much information can overwhelm the viewer - a clear focus on the essentials is crucial. The motto here is: less is more.Don't forget the target group
The visualization must be tailored to the actual buyers. While technical details are exciting for engineers, restaurateurs are more interested in customization options for the product.
Behind the Scenes
As is so often the case, the inspiration for the visualization, especially for the lighting, comes from real life. In Thalgau, we discovered umbrellas from Meissl that had already been installed. The interplay of the beige fabric and the aluminum finish was particularly atmospheric during the Golden Hour.
A brief look behind the scenes - this is how a 3D product visualization is created.
Pre-production
As is so often the case, the inspiration for the visualization, especially for the lighting, came from real life. In Thalgau, we discovered Meissl umbrellas that had already been installed by chance. The interplay of the beige fabric and the aluminum finish was particularly atmospheric during the Golden Hour.
The inspiration for the 3D product visualization came to us by chance in Thalgau.
Fabric sample of the shade cover
Production phase
The following images are unpublished renderings/photos that represent intermediate steps towards the final 3D animation. The discovery process must always take place together with the customer in order to really get to where the customer wants to go.
The entire umbrella rig can be controlled in Blender with just one controller. The rungs, the radiant heaters and the fabric simulation (hidden here) follow automatically.
This is what the fabric simulation looks like in Blender. The animation is then provided with textures.
Downloads for 3D Artists
Interested 3D artists can download this Blender scene to see how the effect with the glowing grid running over the umbrella mast was created. This file does not contain any project related information or models. The main purpose of providing this file is as a learning aid for aspiring 3D artists.
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