Something all product marketers know: how you showcase your product can make or break a sale.

So, it’s key to show your products in a way that differentiates you from the competition. Is your product easier to clean than your competitor? Is it easier to assemble? More importantly, how do you show your customers the full capability of your product?

One memorable way is 3D product renders. They unlock unlimited potential to showcase your product, from lifestyle photographs to studio images to animations that would be impossible to replicate in real life.

And if you can dream it, we can make it.

Capturing product photos today

Traditional product photography has inherent challenges. If you don’t capture a specific angle or forget to include that product accessory, you need to schedule the studio, photographer and equipment again. This can impact costs and possibly, product launch timelines. Painful stuff.

3D product renders can significantly reduce the cost and time of getting new product imagery while also providing more creative freedom.

Once we have your product digitized as a 3D file, there are endless possibilities for showcasing your product to your customers. So how do you get started? There are two ways to start creating a 3D model of your product.

What are CAD and Photogrammetry?

A CAD file is a digital blueprint or 3D model created using design software. You probably already have CAD files somewhere for your products. CAD is used in various industries like architecture, engineering and manufacturing to design everything from buildings to car parts. CAD files typically lack texture and any real-life details, such as welds, stitches, bends, etc.

3D scanning, or photogrammetry, is a process where you take a series of photos of an object or area and use software to turn them into a detailed 3D model. It’s like creating a digital replica of a real-world object or space. This technique is used to capture super-accurate details. Instead of manually modeling something from scratch, photogrammetry lets you get a realistic digital version of a real-life object.

It’s important to choose the right 3D option for your product. Both CAD and photogrammetry have different pros and cons. Sometimes both are needed for certain types of projects.

CAD files tend to have that 3D flavor to them. Computers love flat planes, but reality is rarely perfectly flat or sharp. As a result, raw CAD files appear too perfect for the real world. Photogrammetry embraces the imperfect aspects of reality, ultimately feeling more realistic. Both are applicable depending on the type of project you are working on.

*CAD sample on the left, Photogrammetry sample on the right.*

Pros and Cons

CAD

Cons:

Time-intensive. Creating highly detailed models from scratch isn’t easy.
Need to be retextured
Less realism. Models can look less organic and natural compared to photogrammetry, especially for non-mechanical designs.

Pros:

Supremely precise
Easy to customize
Great for mechanical and industrial designs with lots of repetitive elements
Easiest to modify
Easy to iterate designs and color variations per product

Photogrammetry

Cons:

Limited control over customization. May not capture certain intricacies or small features accurately, and it may be more difficult to create color variations of the same model. Might need to rescan various versions of the same product.
Requires clean-up. Often needs manual retouching after the model is generated.

Pros:

Realistic details. Captures incredibly lifelike textures and details from real-world objects.
Time savings for complex models. Faster for creating intricate or organic shapes compared to manual modeling.
Cost-effective for large projects. Great for environments or large-scale objects where manual modeling would be costly.

Which should you choose?

It’s actually pretty simple: choose CAD for precision and technical projects, and choose photogrammetry for realistic and organic designs.

Reach out to our team to talk about your products and potential project. We will help you determine the best way to present your products in a compelling and extremely purchasable light.

Now see it in action!

If you’re curious how we at Ivor Andrew bring CAD files and 3D renders to life, watch our demo reel. And when it’s time to give your products the 3D render treatment, we’ll be ready to help.

Choosing Between CAD and Photogrammetry: A Rendering Guide for Product Marketers