3D visualisation has established itself as a powerful tool for impressively designing and revolutionising product presentations. It offers the opportunity to visualise products realistically and in great detail even before they physically exist. Especially in industries with complex or technically demanding products, this technology opens up new ways to inspire customers and support purchasing decisions.
Why 3D visualisation is becoming increasingly important in product presentations
Companies are increasingly turning to 3D visualisation because it takes the communication of product details to a new level. Customers can view products from all perspectives and even experience them interactively, which significantly improves understanding. Digital customisation is particularly suitable for products with many variants: colours, materials and shapes can be flexibly combined.
Furniture manufacturers, for example, benefit from presenting their customers with various decor and fabric options in photorealistic quality. Similarly, the electronics industry uses 3D models to vividly explain technical devices and embed them in variable application scenarios. This creates trust and fascinates at the same time.
3D visualisation makes it easier for the automotive industry to present vehicles, including technical details that would otherwise be difficult to see. Manufacturers can demonstrate functions such as motion sequences or innovative technologies before a vehicle is built.
The flexibility of 3D visualisation for individual customer requirements
A major advantage of 3D visualisation is the adaptability of the presentations. Companies can present various product variants with little effort and thus cater to a wide range of customer needs. For example, manufacturers of consumer goods can show different colour combinations in real time.
This is also a great benefit in the packaging industry. Packaging can be virtually rotated, opened and viewed in its surroundings - giving customers a realistic feel for the product. This makes the purchase decision easier and increases the attractiveness of an offer.
Medical technology companies also use 3D visualisations to explain complex devices in an understandable way and to interactively demonstrate functions to potential users. The ability to visualise internal components increases transparency and confidence in the product.
BEST PRACTICE with one customer (name hidden due to NDA contract) A leading manufacturer of high-tech machinery used 3D visualisation to clearly explain the workflow of a complex machine with moving parts. The animation enabled sales and customer service to communicate the use and benefits in a precise and understandable way, which contributed to increased demand.
Practical tips for the successful use of 3D visualisation
To ensure that 3D visualisation provides optimum support in marketing and sales, companies should pay attention to a few points:
- Create high-quality, photorealistic renderings that authentically show the product.
- Integrate interactive elements so that customers can rotate and zoom products and configure variants.
- Show realistic environments or usage scenarios to illustrate the practical benefits.
- Ensure fast loading times and simple operation, especially for online presentations.
- Use augmented reality as an extension to visualise products in the real environment.
This makes it possible to offer customers an intensive product experience and promote purchasing decisions in a targeted manner. Last but not least, 3D visualisations support internal communication, as everyone involved receives a shared, clear picture of the product.
BEST PRACTICE with one customer (name hidden due to NDA contract) An online retailer for sporting goods used 3D visualisation so that customers could virtually customise shoes in different colours and designs. The interactive configuration significantly increased the conversion rate as customers felt better informed and were able to compare the variants live.
3D visualisation as a competitive advantage
In an environment where quick and clear product information is crucial, 3D visualisation provides companies with clear advantages. It reduces the need for costly photo shoots or designs, as adjustments can be realised digitally and efficiently.
It also enables the presentation of products that are not yet physically available. This is particularly valuable in the pre-launch sector in order to plan and drive forward market launches and marketing in a targeted manner. Industries such as real estate use 3D visualisations to give potential buyers virtual tours of properties that have not yet been built.
BEST PRACTICE with one customer (name hidden due to NDA contract) An innovator in the packaging industry uses 3D visualisation to present packaging designs, their functionality and environmental impact in 360-degree virtual representations. This enables customers to make informed decisions, resulting in more orders and sustainable solutions.
My analysis
Today, 3D visualisation is a valuable tool that accompanies companies through all phases of product presentation. It offers a wide range of benefits, from increasing customer satisfaction and boosting efficiency during development through to a stronger competitive advantage thanks to innovative visualisations. Projects involving 3D visualisation benefit significantly from professional support, such as that offered by iROI Coaching, in order to achieve the greatest possible benefit for marketing, sales and customer loyalty.
More and more market players are reporting on how this technology helps to make products more tangible and attractive. And 3D visualisation is by no means just a trend, but a steadily growing means of strengthening brand expertise and reaching customers emotionally.
Further links from the text above:
[1] 3D product visualisation - examples, costs & advantages
[2] 30 great 3D product presentation & visualisation videos
[3] Why 3D visualisation is a must for product
[4] Visualisations in 3D - 8 strong industry examples
[5] Interactive 3D visualisation: advantages and technologies
[7] 3D product visualisation - 4 advantages for product presentation
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