Potential Challenges of Switching to CGI

While the benefits of CGI are numerous, there are some challenges that e-commerce retailers may face when making the switch. But fear not— the three main issues we run into with e-commerce clients can be overcome with proper early-stage planning. 

CAD Consistency: The quality of available CAD is of utmost importance in creating high-quality 3D product renderings. However, some product and manufacturing teams do not have consistent file quality standards which can multiply the time required to execute the project. We use a variety of tools to analyze and repair CAD, and to identify where we can automate or gain efficiency in the process.

Setting Standards: Sprout starts enterprise visualization projects with the development of style guide(s), ensuring consistent quality no matter how high the volume. Alignment between internal product, merchandising, and marketing teams is crucial to establishing creative standards that work across the board. This can require some recalibration for teams who typically have independence in decision-making.  

Decisions, Decisions: CGI allows for a much more accelerated process compared to photography. This means making decisions earlier in the product cycle, which can be a new and unfamiliar territory for some. Delays in decision-making can result in rework, costing unexpected time and money.

The Sprout Process for Project Success

It all begins with a comprehensive analysis of your website’s performance metrics, including sessions, engagement, add to cart, sales, and more. By studying this data, we gain valuable insights into the current state and how it aligns with user expectations. For a deeper understanding, we can utilize advanced techniques such as eye tracking to bridge the connection between visual and written content gaps, uncovering opportunities for optimization. Once this foundational analysis is complete, we evaluate the competitive landscape to understand how other brands are positioned in the market.

With a clear understanding of your current state and the competitive landscape, we develop a tailored strategy to drive optimal results. This strategy sets the stage for asset development planning, where we work closely with you to define project expectations and establish standards for asset creation. What is the look and feel that makes your brand your brand? This meticulous approach ensures that every deliverable accurately reflects your brand identity and supports your marketing objectives.

Asset evaluation: Existing 3D CAD files are evaluated and audited against a physical material reference to ensure consistency. If CAD files are not available we can create them from 2D drawings, or by scanning and measuring physical samples.

First-in-series renderings: A FIS render for each product line is developed to confirm the materials, lighting, and camera angle matches the desired style guide.

Revisions & refinement: Directed by client feedback, we dial in the desired material, finish, and lighting. In our experience, one or two revisions at most are needed with a strongly defined strategy.

Final renderings: Once all revisions have been approved, high-volume image production begins and we turn hundreds of products into thousands of images by routing assets through our online proofing system.

File hand-off: At file hand-off, all files are properly compressed and optimized for convenience and efficient use in various applications. We offer group or individual training (in person or remotely) to equip your team to seamlessly infuse these visual assets into your digital ecosystem, marketing materials, and other internal channels.

Cost of CGI Versus Photography

In evaluating the cost of switching to CGI, it is crucial to recognize the upfront investment, yet the long-term value surpasses traditional photography. Unlike one-time use photography, CGI offers indefinite reuse. With our clients, we have seen reuse range from 5% to over 50% depending on how CGI was integrated into their product and marketing teams. 

A rate card is developed for each project which can be compared against traditional photography costs to determine the most cost-effective approach for your needs.

Cost Drivers:

• The quality of existing files and/or CAD and if CAD needs to be repaired or created will largely dictate initial project costs.
• The complexity of the product and its materials contribute to the overall amount of time required to visualize each product, impacting the cost per product.
• The number of products to be rendered, the number of views for each, and whether interactive views or animations are requested will also directly impact the cost per product.
• The ability to automate the process can lower costs. Sprout specializes in customizing CGI workflows and streamlining digital processes to fit the needs of each project. To achieve high volume output (and remove human error), we develop code that scripts parts of a visualization workflow where possible. We use this programming in a variety of ways from importing a model, applying materials, queuing camera views, and even formatting and transferring files.

Instances Favoring Traditional Imaging

CGI shouldn’t be seen as a rival to traditional photography, but rather as complementary tools that serve different purposes in different situations. While CGI offers numerous benefits, it’s important to recognize that traditional photography still has its place in certain situations.

Capturing organic matter such as food, plants, and animals can be challenging to replicate with CGI, making photography a preferred option to showcase the natural beauty and detail. The unique interaction between organic matter and light is difficult to simulate perfectly. 

The authenticity of human presence is also often best conveyed through photography. The ability to produce emotional expression, body language, and individual characteristics, such as freckles and laugh lines, presents unique challenges for CGI. These nuanced elements of human experience are often best represented and preserved through the lens of traditional photography. 

Similarly, photography excels at portraying human interaction with a product, as it allows the simulation of natural physics involved when items are touched, held, or used. The complex and time-consuming task of accurately simulating these physical interactions to appear authentic in CGI can be streamlined through the use of photography. 

In some instances, our team may recommend that photography be used in conjunction with CGI. Our in-house teams and network of imaging partners work seamlessly in collaboration with one another, leveraging the strengths of each tool to achieve the most compelling visual results. By recognizing the distinctive advantages of both CGI and traditional photography, we ensure the optimal presentation of any subject matter, catering to the unique demands of each individual project.