The Fact - CGI is taking over the Design Industry.
In recent years we've witnessed an increase in demand for CGI of industrial design products, furnitures and home appliances. Manufacturers are more savvy and are understanding the benefits of 3D. Its application is more and more common in the production of catalogues, web content and other visual marketing media. Ikea is claiming that more than 50% of its catalogue is already 3D generated. Marketing images and online configurators for the automotive industry are completely computer generated. Computer graphics don't always replace photography but the two disciplines can work together to create a better product.
The Benefits of 3D Visualisation over Photography.
The benefits of using CGI instead of real photography are endless and depending on the industry it can sensibly reduce the costs involved. We've found that these three points always apply:
- CGI can look better than photography. As a purist I personally prefer photography but I have to admit that good CGI can be better than photography and has less limitations. I have over 10 years of experience in the industry and I still find hard to distinguish a photo from CGI when it is perfectly executed. As an expert I try to to look at imperfections. 3D Artists often don't have the time to dig into into imperfections or the client asks for an immaculate image without flaws. If a wall is perfectly straight, there's no dust or dirt between surfaces or a pattern is too regular then I might be looking at CGI instead of a photo - not necessarily though. Everything can be reproduced in 3D.
- You can sell on paper before having the real product. With CGI you are able to see the final product before you even start to produce it. You can analyse the design and prevent issues before having to build it. When designing a product you go through several iterations before finding the perfect balance. You might want to change the proportions, colours, layout or finishes. Today you can see it on the screen, rotate it and analyse its volumes, create 20 digital variations and then put in production only the best ones. Without 3D technologies, you have to imagine it, prototype it and address the problems. Refining the model has a cost and if you are working on a budget, you can decide to settle for something less good than what you had in mind.
- There are no limits to imagination. You are the best in your industry and your company is going global. You need a catalogue targeted to new markets and the images have to reflect the vision. You want to portray your product in the most luxurious interiors around the world. You want to see it in an apartment looking at the New World Trade Centre, an office facing the Sydney Opera House or maybe the Eiffel Tower... In that case you have two options. You can hire a photographer, send him over, rent a location, send your product over and the staff to install it. The shoot takes place, dismount it and try some different layout. Shoot again. Dismount, pack, clean and fly back. Hopefully everything is great and in place. You are happy with the shots and there's no second thought about it. What would be the cost? On the other hand you can describe what you want to Arteconi CGI. Maybe hand us a a mood-board to embrace the vision clearly. Give us a few days to build it in 3D, review it and shoot at it as many times as you need - until you are happy. After a few months your product is bestselling in a specific country, your salesman is happy and suggests that you could create a brochure with new variations in colour and layout - the new market needs that. You pick up the phone and let us know. We open the file, address the changes and send you back the new images in the same environment as if they've been shot at the same time.
CGI for Design is not 3D Architectural Visualisation.
Computer graphics for the design industry satisfies a range of needs distinct and different from 3D for architectural visualisation or computer graphics for the film and games industry.
CGI is a discipline like engineering or medicine. There are software engineers and construction engineers. They're both engineers, maybe they share the same methodologies and approach to work but their job is completely different.
In architectural visualisation the goal is to create a striking image to sell a new property. The client wants the buyer to dream about it and buy a slice of paradise. The brief is possibly clear, sustained by mood-boards and the CGI is mainly an execution work of a design already decided.
In CGI for product design the same goal applies only when creating the images to advertise your product - but there's a lot more. The advertising image is just the cherry on the cake. CGI today is used throughout the process of developing a product. From digital sketching, to design iterations, to versioning the final product and localisation. All of those processes require CGI, be it images, animations or VR. They all have different budgets, goals and priorities; sometimes it's quality, sometimes it's quantity, sometimes it's immediately. Most of the time it is all three of them.
A Subscription Model for CGI Production Service.
Arteconi CGI is now offering a subscription model to assist you through the entire process of development of the product; 3 months, 6 months and 1 year.
CGI is a service and the cost is always calculated on man per hour. Quotations are based on the amount of images, complexity, and standard of quality. 3D Visualisation is a busy business. It's often difficult to find a CGI studio available within a small timeframe. The studios are booked in advance and the clients have to respect the timing imposed by the studio. With the experience we've found that this business model is not ideal for manufacturers and designers. Manufacturers don't need a service but a partner who can solve their problems. They don't necessarily know in advance how many images they will need, how many versions they will produce and their deadline can often shift. Design is the process of refining a product and it's always difficult to forecast cost and timings before it's finished. What we are offering is a bespoke subscription model to assist you through the entire process of development of your product. The idea is to allocate an amount of work / time on a monthly basis to address your needs. This relationship based upon collaboration brings continuity to your project, it's flexible and lets you work on established budgets without the stress of having to find someone available at the last moment. It also suits designers as the work is focussed as it's short, intense and frequent.
If you want to know more about Arteconi CGI and the subscription offer, please visit: www.arteconi-cgi.com or contact us at: firstname.lastname@example.org