3D visualization as a digital marketing tool

Story in By Magdalena Szydło, Posted July 15, 2022

3D market’s growth

As the research conducted by Grand View Research says, it is forecasted that the 3D market will grow by ¼ throughout the next 7 years. One of its raising popularity factors is just-in-time marketing. This marketing niche’s aim is to create agile content, to be able to produce it when it’s needed. Its flexibility and responsiveness have a lot in common with 3D visualizations. How do marketing and 3D visualization overlap, then? I’d say their common field is communication. The advantage of 3D over traditional blueprint is that 3D tells the whole story of an object or a building, and mentions its environment, functionalities, and users. Marketing communicates the company culture and the way to get clients. 3D can actually do the same things. Let’s see how 3D visualization is used for marketing purposes in different industries.

The real estate experience

In the majority of cases, it is considered that a 3D visualization is a tool for the real estate industry. It is used for many purposes – the most obvious one is sales. A project which doesn’t exist yet is shown in a comprehensible way. A 3D image tells more than only the size of a house or flat, but also mentions the example of design, shows how the neighborhood will be arranged, or how people would interact with the building’s surroundings. Buying a home, that provides a safe place to live, is a huge investment. Real estate companies are not only selling empty apartments but also the emotions they should be able to bring together with their projects. They represent the building and the people in the neighborhood. It’s actually a lot more than just construction, but also the feelings and the main characteristics it includes.

The flexibility of architectural projects

The next industry that takes advantage of 3D renderings is the architecture industry. While designing the exterior or interior, it is crucial to remain flexible. The possibility to update a design’s components progressively lets architects present multiple points of view and eventually the ability to create a project’s final version before bringing it to life. The advantage of 3D visualizations over the traditional 2D plan is realism. It is possible to add light or shadow. All these things considered, the recipients can see more details. It’s similar regarding the interior design – not only the vague blueprints but 3D renderings that help not only to imagine but actually to see an apartment’s design and to assess its usability. Clients appreciate the possibility of adding their personal touch to a project.

To identify the weak points

The transportation sector is also an important beneficiary of 3D visualization services. Let’s take a vehicle construction process as an example. This is a very complex procedure that requires huge financial efforts. What’s more, the visual presentation of a new vehicle type should include all the vital parts to convince the brand that this particular model will meet the requirements of a certain target group and the producer. The vehicle construction process consists of many stages and with the benefits of 3D visualizations, it is possible to change particular elements even after the whole project has already been finished. Being able to use tools such as 3D renderings makes the whole investment more cost-effective. Thanks to the 3D image, it is possible to see the advantages and spot the bugs in a vehicle before it enters the production line.

Touch of luxury

3D with its agility is able to meet even the highest demands of clients. This is why 3D renderings are also present in luxury niches, such as the yachting industry. These luxury boats are associated with picky customers. It’s very important for them to customize the production machines to make these objects unique by giving them a personal touch. 3D images will help to meet the clients’ requirements due to the project’s flexibility. Not only 3D images are useful here, but virtual reality tours as well.

The future of retail

3D has become a useful marketing channel for both, e-commerce as much as for the traditional, analog shopping experience. In the case of traditional shops, 3D tools help to create the customer journey. Together with virtual reality, it’s possible to use virtual walkthroughs to test how customers interact with a product and space. Virtual walkthroughs present a product in its natural environment. As the 3D presentation includes certain details such as light, the presentation becomes even more realistic. Speaking of e-commerce, the user experience is an important trend that cannot be ignored. While selling items such as furniture online, it’s important to give clients more than just pictures. Playing with a 3D object lets people imagine how this particular piece of furniture will match other objects in their household. 2D methods, such as sitemaps to identify the possible users’ interaction with a website or an app, were widely common in the past. The future will likely bring more 3D in User Interface creations.

Marketing is one of the industries that take much advantage of the capabilities of 3D. There are more and more possibilities for the healthcare or entertainment industries as well. The 3D renderings and animations for different types of products can not only save money but give choices, help to improve one’s imagination and last but not least create interesting experiences. Marketing uses 3D visualization content to help their targeted audience. A 3D image supports imagination much more than ordinary photography does. It can present the full capability of a product, its functionalities, or a spirit – if we speak about architectural buildings. As marketing is nowadays more and more competitive, the channels are more accessible, it is worth trying new ones and expanding the technological capabilities and numerous possibilities internally.

All images featured in this post come from Viscato’s portfolio. If you are about to get similar visualizations and are looking for a partner for such a project, don’t hesitate to get in touch with our Sales team to order product, interior, or exterior visualizations. You can check out more Viscato works here.

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