3D Rendering Guide

A Guide to 3D Rendering

What Marketers & Manufacturers Need to Know

With over 25 years of experience in the 3D rendering industry, At FUSE Animation, we believe in educating our clients about the intricacies of 3D product rendering.

In this article, our goal is to help you understand the process of 3D rendering, its benefits, and how it can transform your marketing efforts or product development.

Table of Contents

There’s a lot of topics to cover, so here is an easy way to navigate through the article:

1. Introducing Product 3D Rendering
2. Who Can Benefit by Using 3D Product Rendering?
3. Product 3D Rendering vs Photography
4. CGI Services Types
5. Lifestyle 3D Product Rendering
6. 3D Product Animation Services
7. Software for 3D Rendering
8. 3D File Formats to Be Aware Of
9. The 3D Rendering Workflow
10. Finding the Right Company to Handle Your 3D Rendering Projects

1. Introducing Product 3D Rendering: What is It?

3D product rendering, also called product 3D visualization, is the process of creating highly realistic or artistic images using specialized software and 3D models. These images, or 3D renders, bring a product concept to life well before manufacturing. With the power of 3D rendering, you can showcase a product in different settings, colors, and angles, allowing your audience to explore every detail.

This is invaluable for marketers creating captivating ads, manufacturers refining designs, and brands testing market interest through pre-sales.

The 3D Rendering Process

The creation of 3D renders involves several stages that blend technical precision with artistic vision:

• Modeling: Building a 3D mathematical representation of your product as a foundation.
• Texturing: Applying textures to give the model realistic surface finishes, materials, or patterns.
• Lighting: Creating light setups within the scene to enhance realism through shadows, highlights, and ambiance.
• Camera Setting: Configuring the camera to capture the product’s best angles and details.
• Rendering: Using advanced software to transform the model into a 2D image that simulates real-world lighting and textures. Examples include medical devices and windows and glass, just to name a few.
• Post-production: Refining the final image with color adjustments and adding visual effects as needed.

Related: Building AR from 3D Models

2. Who Can Benefit by Using 3D Product Rendering?

Whether you’re in manufacturing, retail, or e-commerce, 3D rendering offers incredible value. Here’s a breakdown of who can benefit most:

• Product Manufacturers: Visualize, refine, and promote products at every stage—from concept to final marketing.
• E-commerce Platforms: Create 3D models for immersive online experiences, including AR-based interactions.
• Retail Companies: Generate large batches of product images quickly for visual merchandising without transportation or logistical constraints.
• Entrepreneurs: Launch marketing campaigns and crowdfunding initiatives with high-quality visuals even before your product is fully produced.
• Marketing Agencies: Leverage 3D rendering for limitless creative possibilities, crafting visuals that captivate audiences before production even starts.

Read more in our article about all the reasons why you should consider 3D rendering in your marketing plan.

3. Product 3D Rendering vs Photography

• Time Efficiency: Unlike photography, which requires organizing photoshoots and constructing physical sets, 3D rendering allows for a fully digital process, drastically reducing production time.
• Cost-Effectiveness: Traditional photography can involve high costs for studio rentals, photographers, and prototypes, whereas 3D rendering primarily charges for artist time, offering a more budget-friendly option.
• Flexibility: Product rendering allows for ongoing revisions. Changes to colors, designs, or environments can be made easily, whereas in photography, any significant changes would require a reshoot.
• Creative Freedom: 3D rendering removes logistical barriers, letting you design scenes, lighting, and settings that might otherwise be impossible or too costly in a physical space.

a.) Product 3D Modeling

3D models are the foundation of the rendering process. These digital representations can be customized based on design requirements and level of detail, from low-poly models for interactive use to high-poly models for photorealistic images.

• Low-Poly 3D Modeling: This type focuses on creating lightweight yet true-to-life 3D models, making it ideal for applications like games and interactive tools such as AR apps and 3D configurators.
• High-Poly 3D Modeling: This process involves crafting extremely detailed 3D models, suitable for producing photorealistic marketing materials, including product CG images, 3D animations, and 360-degree spins.
• CAD Modeling: CAD modeling is tailored for 3D printing and rapid prototyping, enabling the swift and precise production of scale models or product details.
• 3D Retopology: This involves optimizing the surface of a 3D model to reduce its weight while preserving detail. Manufacturers turn to retopology when creating 3D models based on scans, CAD files, or when converting high-poly models into low-poly ones.

The complexity of a 3D modeling project depends on the intricacies of the product design, with four levels of complexity for furniture 3D models.

b.) Still Rendering Solutions

Still rendering produces static images that resemble photographs, created by 3D artists who construct digital scenes and incorporate product 3D models within them. These static renders are commonly used for marketing and sales materials in both print and digital formats.

There are two primary types of still renders:

• Lifestyle 3D Renders: Lifestyle renders depict products within specific settings, such as room interiors or outdoor scenes. Their purpose is to showcase how a product fits seamlessly into real-life scenarios, complementing various interior styles, and serving multiple functions.
• Silo 3D Renders: Silo renders isolate the product from any background or context, providing a clear, unobstructed view of the item. While they lack the environmental context of lifestyle renders, silo renders are valuable for showcasing product details and dimensions.

c.) Interactive Rendering

Interactive rendering solutions are designed to engage prospects online and provide them with immersive product experiences. Several widely-used interactive CGI options are favored by forward-thinking brands:

• Product Animation: Product animation comprises computer-generated marketing videos that offer the same storytelling capabilities as traditional videos, but without the need for physical filming. 3D artists use scriptwriting, storyboarding, and animation software to create photorealistic animations, eliminating the requirement for physical product prototypes.
• 360° Product Views: This interactive rendering solution allows customers to rotate and examine products from every angle directly on a website. It enhances the online shopping experience, providing customers with a more lifelike shopping encounter.

360° product views come in two primary types:

1. 360° Sequence: Comprising 36 images on a monochrome background, this type creates a carousel-like rotation, allowing customers to view the product from left to right and vice versa.
2. Multi-Row 3D View: Built on seven rows of 36 renders each, this type provides a comprehensive view, enabling rotation in all possible directions, including side-to-side, top, bottom, and at various angles.

Interactive rendering offers several advantages, including increased engagement, more information accessibility, and ultimately, boosted sales.

Product 3D modeling, still rendering, and interactive rendering each offer unique benefits and applications, enabling brands to tailor their visual content to align with their marketing objectives and creative visions.

d.) Silo 3D Product Rendering

A Silo 3D product rendering, often referred to as a “silo product image,” is a specific type of image presentation in which a product is showcased against a seamless, plain white or neutral background.

The primary advantage of using a silo image is its versatility. The product can be easily isolated or “cut out” from the background, making it suitable for use in a wide range of marketing visuals, both in digital and print formats.

For example, the use of a white background is popular because it seamlessly integrates with most websites, catalogs, and magazines, which often feature white pages. However, if the intention is to use the silo render in collages or banners, opting for a transparent background is the ideal choice, as it offers flexibility in design and composition.

5. Lifestyle 3D Product Rendering

What is a lifestyle product image? Also known as an in-context or context image, or a roomset, is a type of visual representation that showcases a product within a carefully styled scene.

These scenes can be set indoors or outdoors and may even include models to add a human element to the composition. The popularity of lifestyle imagery in product advertising can be attributed to its ability to convey various important messages and engage the audience effectively.

Types of Lifestyle 3D Product Rendering

Lifestyle product imagery can be categorized based on background settings, purposes, and the aspects they highlight. Here are some common types:

• Individual Product Image (Hero Shot): Focuses on one single product, with the setting designed to emphasize the product’s features.
• Group Lifestyle Shot: Showcases a set of products, allowing customers to compare different options within a single image.
• Colorways Lifestyle Shots: Displays variations of the same product in different colors or styles, aiding customers in their choice.
• Scale Lifestyle Image: Includes objects that help viewers understand the product’s dimensions, such as placing a coffee table next to a sofa.
• Detail Lifestyle Image (Closeup): Highlights specific parts of the product, showcasing detailing, patterns, and textures.
• Concept Lifestyle: Features the product in an unconventional or unique setting, aimed at capturing attention and emphasizing design aesthetics.
• Flat-Lay Product Image: Presents a well-thought-out composition with perfectly matched items that are part of the product or product set, showcasing all components of product design creatively.
• Wall Product Image: A more realistic alternative to a silo image, this type places the product against a wall background, keeping the focus on the primary item.
• Feature Lifestyle: Focuses on highlighting a specific product feature to demonstrate its competitive advantage.
• Motion Lifestyle: Incorporates motion into the image, whether it’s from the product itself, props, people, or other elements, creating dynamic and engaging visuals.

These types of lifestyle product imagery can be achieved through CGI, offering endless possibilities for creating various moods, atmospheres, and settings, whether dramatic, lyrical, or epic, to suit the marketing objectives and audience preferences.

6. 3D Product Animation Services

Product animation services involve the creation of computer-generated videos designed to showcase products in dynamic motion, with the primary goals of informing, educating, and entertaining potential buyers.

These animations are meticulously crafted by 3D artists who develop video scenarios featuring captivating camera movements, incorporate special effects, music, sound effects, and utilize advantageous lighting techniques.

The outcome of these product animation services is highly precise representations of products brought to life within immersive and engaging environments.

The role and purpose of a 3D animated video can vary depending on its specific type and objectives. Here are some common functions:

1. Product Introduction: It can introduce a brand-new product to the market even before its official launch, offering viewers a sneak peek into its features and capabilities. For example, a 3D animation can provide an in-depth look at the design and functionality of a new smartphone.
2. Demonstrating Usage: Product animations are effective in illustrating how a product can be utilized in real-life scenarios. They can showcase various applications and functions to help potential buyers understand the product’s practicality.
3. Assembly Instructions: They can serve as instructional tools, guiding users through the assembly process of complex products, making it easier for consumers to put items together correctly.
4. Mechanism Explanations: Product animations can delve into the inner workings of a product, revealing its intricate mechanisms and components. This is particularly valuable for technical or mechanical products where understanding functionality is crucial.

It’s important to note that there is a fundamental distinction between a product animation and a traditional product video. Unlike product videos, which involve physical video shooting, product animations do not rely on live-action footage. Instead, they rely on the creation of digital, photorealistic 3D models of the product.

These 3D models are then used to bring the product to life through animation. This approach offers several advantages, including the ability to showcase products in various environments and situations that may be challenging or costly to achieve through traditional video production methods.

We detail more about animation in our what is 3D animation article here.

7. Software for 3D Rendering

Creating photorealistic renders relies on cutting-edge software such as:

• Autodesk 3ds Max: Known for its versatility, 3ds Max offers powerful modeling, rendering, and animation tools. It’s favored for architectural visualization and product rendering.
• Maya: Maya is renowned for its animation and rigging capabilities, making it a popular choice for character animation and 3D product visualization.
• Blender: Blender is an open-source software with a strong community following. It provides comprehensive 3D modeling, rendering, and animation features, making it accessible to a wide range of users.
• Cinema 4D: Often chosen for motion graphics and visual effects, Cinema 4D offers a user-friendly interface and robust rendering capabilities.
• Lumion: Lumion specializes in architectural visualization, offering real-time rendering and easy-to-use tools for creating immersive product environments.
• Houdini: Houdini is renowned for its procedural modeling and simulation capabilities, making it a powerful choice for complex product animations and visual effects.
• Maxwell: Maxwell focuses on physically accurate rendering, delivering high-quality and photorealistic results.

Rendering Plugins

Rendering plugins complement 3D rendering software by adding additional features and capabilities. Some commonly used rendering plugins include:

• V-Ray: V-Ray is a popular choice for enhancing rendering quality, offering advanced lighting and shading options.
• Corona Renderer: Known for its simplicity and speed, Corona Renderer provides realistic rendering solutions.
• Brighter3D: Brighter3D enhances lighting effects and adds realism to 3D renders.
• Arnold Renderer: Arnold is favored for its scalability and ability to handle complex scenes and lighting.
• Final Render: Final Render is known for its speed and efficiency in producing high-quality renders.

These plugins expand rendering options, allowing 3D artists to achieve even more photorealistic results. For example, they enable the creation of natural lighting scenarios for different times of day and weather conditions with ease.

Post-Production Tools

Post-production tools play a crucial role in refining and enhancing the final product 3D renders and animations. The two primary software tools used for post-production are:

• Adobe Photoshop: Adobe Photoshop is widely used for editing and enhancing 3D renders. It provides tools for adjusting lighting, shadows, highlights, color correction, and more. Artists can fine-tune the mood and atmosphere of the image.
• Adobe After Effects: Adobe After Effects is essential for 3D animation post-production. It allows artists to add visual effects, such as rain, lightning storms, or disintegration, to 3D animations, bringing them to life and adding a dynamic touch.

At FUSE Animation, Redshift is our favorite rendering engine. More about that here in the linked article.

8. 3D File Formats to Be Aware Of

The choice of format can vary between different product rendering studios, often depending on the specific 3D software used by their artists.

Each 3D software application supports a range of 3D file formats, and these formats may have different purposes, ranging from compatibility with CAD programs and 3D printing to compatibility with virtual reality (VR) and augmented reality (AR) tools. Additionally, some software applications have the capability to convert between different file formats.

Here’s a breakdown of supported 3D file formats for some commonly used 3D software applications:

• Autodesk 3ds Max: MAX, 3DS, gLTF/GLB, FBX, OBJ, USDZ/USD, STL, STEP (STP), COLLADA, VRML/X3D, and more.
• Autodesk Maya: MAX, 3DS, gLTF/GLB, FBX, OBJ, USDZ/USD, STL, STEP (STP), COLLADA, VRML/X3D, and more.
• Blender: BLEND, 3DS, FBX, DXF, SVG, STL, UDIM, USD, VRML, WebM, X3D, OBJ, and more.
• Cinema 4D: C4D, OBJ, 3DS, COLLADA, DEM, DXF, Direct 3D, FBX, glTF, STL, USD, VRML2, and more.
• Lumion: Supported 3D File Formats: DXF, DWG, COLLADA, FBX, MAX, 3DS, OBJ, SKP, BMP, JPG, and more.
• Houdini: HIP, 3DS, FBX, DXF, SVG, STL, UDIM, USD, VRML, WebM, X3D, OBJ, and more.
• Maxwell: MXI, MXM, MXS, IOR, 3DS, FBX, DXF, and more.

It will be important for you to communicate their preferences regarding 3D file formats with their CGI team at the beginning of a project.

This ensures that the selected formats align with the specific requirements of the project, including its intended use, compatibility with other software or platforms, and any potential need for conversion between formats.

9. The 3D Rendering Workflow

The 3D product rendering workflow involves a series of well-defined steps that are meticulously executed by FUSE Animation‘s 3D rendering experts to create stunning and realistic product visuals.

1. Briefing: We study your project in detail, including sketches, references, or CAD files.
2. Scene Creation: Our artists build a custom or pre-existing environment for your product.
3. 3D Modeling: We create a detailed 3D model to capture the product’s form and features.
4. Lighting: A thoughtful lighting setup adds depth and realism.
5. Texturing: Textures are applied to simulate real-world materials.
6. Rendering: High-resolution rendering is carried out, often using render farms for speed.
7. Post-Production: Finishing touches such as visual effects or color correction ensure the final result meets your vision.

10. Finding the Right Studio for 3D Rendering

Finding the right fit when searching for a product 3D rendering studio requires careful planning and a systematic approach. To select a provider for long-term cooperation, manufacturers and marketers should consider specific criteria and ask relevant questions.

Let’s break down the process into steps to make it more manageable:

1. Research 3D Rendering Companies Online: Start by conducting an online search for product 3D rendering companies. Identify the highest-ranked studios and create a shortlist of the six most suitable options. These will be the candidates to analyze further in the following steps.
2. Review Their Portfolio: Explore the studio’s or artist’s CGI portfolio to assess their experience, work quality, and the range of services they offer. If available, review case studies on their website to gain insights into their workflow, project scales, client communication practices, and how they handle challenges.
3. Look for Clients’ Feedback: Testimonials and reviews provide valuable information. Pay attention to the number of reviews, their content, and the credibility of the sources. Conduct additional research by searching for reviews on other platforms to gather a more comprehensive understanding of the studio’s reputation.
4. Inquire about Guarantees: Ensure that project information and business data will be secure and protected when choosing a product 3D rendering services provider. Verify the guarantees they offer. Companies typically have strategies in place to uphold their brand promises, which provides assurance on critical aspects like project speed and quality. Ask about their ability to sign Non-Disclosure Agreements (NDAs) and whether they accept NDAs provided by clients. Inquire about other safeguarding measures they have in place and the process for applying to them.
5. Ask them About Their Communication Process: Effective communication is essential for achieving top-notch results. Ensure that the 3D artists maintain consistent communication and meet deadlines. Seek clarity on their communication channels and management solutions to prevent issues such as artists disappearing or disjointed communication among team members.

Let’s Collaborate on Your Next 3D Rendering Project!

If you are seeking a 3D animation and rendering partner to refer to for years to come, look no further than FUSE. With more than 25+ years of professional experience in the industry, our team knows everything there is to know about 3D rendering.

Explore a year of possibilities with FUSE – talk to us about your project today!

Further Reading:

• Turn to 3D Product Rendering for Stunning Package Artwork
• Attract Visitors to Your Trade Show Booth with 3D
• Guide to the Best 3D Visual Effects Software
• Transforming Workplace Training with Digital 3D Video
• Steps In The Animation Production Pipeline