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What Is 3D Visualization, Who Does It & Why Do You Need It?

For decades, businesses have sought out photographers for their visual content. In order to put together images or videos for a magazine or website, they had no alternative other than to contact a production studio and set up a photo shoot. Traditional photography certainly still has a place and will never go away, but today, businesses that require visual content have another solution: 3D visualization.


The term 3D visualization is used synonymously with 3D graphics, 3D rendering, computer generated imagery (CGI), and other terms. They all basically refer to the process by which graphical content is created using 3D software. It’s a technology that has become mainstream over the last few decades and has evolved into one of the most viable options for producing high-quality digital content.

However, there are some common misconceptions regarding the terminology. As stated above, it’s “the process by which graphical content is created,” meaning the end result is visual content (i.e., images and animations). It’s not the same as 3D design or 3D development, terms that generally refer to the production of content, such as computer-aided design (CAD) files, which are created by engineers or industrial designers and intended for manufacturing purposes. 3D artists may utilize CAD when developing 3D visualizations, but the end results are more than just CAD files—they’re dynamic graphics that blend both technical skill and artistry.


The answer: 3D artists. Like photography, 3D visualization is also an art that requires both artistic and technical skill. 3D artists use tools such as Autodesk 3ds Max, Maya, and Cinema 4D to create stunning visualizations that can be used in any industry.

When it comes to 3D product visualization, 3D artists go about the process in much the same way photographers would when setting up a shoot. They start by either modeling the product in 3D or using the existing CAD files from the engineers, and then they set up virtual cameras, lights, and environments to get the desired results. While the process does have similarities to traditional photography, the level of control and flexibility with 3D visualization is unmatched.


A large percentage of the products marketed on websites and television today are created with 3D visualization. This number has been growing steadily over recent years primarily because of advancements in rendering technologies such as Chaos Group’s V-Ray and Luxion’s Keyshot. These enhancements have made it possible for 3D artists to quickly create photorealistic renderings that match the quality of standard photography without the hassle of organizing complicated and expensive photo shoots. 3D visualization allows for the creation of content with full control over every aspect of the image right down to the reflections or surface of a material. The technology helps create visuals that may either be impossible to create or too costly to create with photography.

3D visualization services are not limited to the consumer product industry. Many other industries can also benefit from these services—automotive, architectural, medical, pharmaceutical, fashion, and others. If visual content in any capacity is required, 3D visualization services may be the perfect solution.

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