While scrolling through Instagram or checking out a new website, you might have come across a new form of art that felt like you could almost catch it off your screen. These amazing visuals tend to get our attention very quickly. 3D illustrations are one of the fastest-growing trends in the creative and advertising industry. The ability to visualize objects, characters, or environments in three dimensions can add a lot to a website. Is this the right type of design for your brand?
What is 3D art?
3D art is done using software that allows users to play with various shapes in three dimensions. Using these shapes, the artist can then build anything from very realistic renderings of an object to very cartoonish characters and worlds. 3D art can be printed, animated, made into a movie, used as an interactive element on a website, or simply used as a three-dimensional image. With 3D, anything is possible! Unlike 2D art, which captures a specific view, 3D art can be viewed from all sides and angles, making it possible to read more information. Artists can sometimes replicate the 3D look using 2D techniques, such as shading and perspective, but the main difference with 3D is the ability to change the angle of the image.
How is it different from 2D?
3D art is done in a way that is totally different from traditional illustrations. While 2D can use different painting software or traditional techniques like acrylic or watercolor, 3D is done in a program that allows users to build models. These programs, like Maya, Blender, Sketch Up, Sketch Up, Cinema 4D, and many others, use the built model to calculate shadows, light sources, and materials. The software then renders a final image or animation that contains the refined 3D model. While 3D is no better than 2D, they are two very different styles and it's important to understand the difference. As we saw earlier, the main benefit of 3D art is the ability to see it from any angle and perspective, but what does that change for the customer? Since the rise of online stores, one of the many challenges has been to make customers identify with a brand and feel in the store when they are on the website. 3D illustration can bring the buyer closer to that sensation in person. A 2014 study by the International Journal of Internet Marketing and Advertising established a link between customer experience and a higher conversion rate. By allowing a potential buyer to manipulate a virtual object, rotate it and almost touch it, we bring it closer to the real purchase!
How do I use 3D as a marketer?
3D illustration is very popular today for a number of reasons. In advertising, the use of 3D sets the bar a little higher for the brand. It instantly gives a more refined look, which builds authority and confidence in the buyer's vision. It increases the chances that the consumer will buy a product because we give them the opportunity to interact with it.
As a marketer, you can use 3D to...
Modernizing your brand
Do you need a plugged-in update? 3D may be the right solution for your brand. Even for small businesses, adding 3D elements to a website instantly creates a “wow factor” that customers can't ignore. High-quality visuals always catch the eye of the Internet user. If this visual is interactive and can be moved on command, it will only be more attractive!
Selling an experience, not just a product
Internet users often stay on a website because they like what they see. The longer they stay, the more likely they are to buy your product. In the meantime, they will feel a bit closer to your brand by getting to know your product, by browsing your website looking for the next animation!
Let the customer in
A quick 3D animation can be very useful in showing how a product is made. Show me behind the scenes of your manufacturing process!
Stay up to date with your competitors
By staying attentive to the latest trends, your website stays up to date. Sometimes, an interactive experience can really differentiate your brand, even from the ones that are very popular.
Does 3D always look the same?
Since 3D is always rendered using a 3D renderer, you might think it's hard to tell the 3D look of your brand from someone else's. Luckily, just like 2D illustrations, there are different 3D styles out there! Let's go through a few of them.
- Here, Peter Parka, a very famous 3D illustrator, uses a lot of small objects to create his scene. It only uses two colors but the illustration is still beautiful to look at!
- In this one, Tran Mau Tri Tam uses a person to illustrate the identity of the brand. Customers can easily identify with this trendy character!
- 3D illustrations can also come in series!
- They can also be abstract.
Is there an advantage to animating in 3D?
There is a huge advantage to animating in 3D! Going from a simple image to an animated image can bring a lot to a website. Some brands even go so far as to create complete stories around their visuals. They use characters to express feelings, sets to evoke wonder, and the list goes on and on! Looping animations can keep a potential buyer on a page much longer than just an image. Even a simple rotation around a 3D model can be extremely interesting, showing the customer new angles that they could only have seen by setting foot in a store before. If an image speaks louder than words, an animation must really scream!
Here are some examples of websites that use 3D animation.
This website presents a comprehensive story where different living options are shown: Future Living TV
It features a small red bird that users can follow throughout the site. The animation is fun and effective: Chirpley
Another, Mekaverse, uses moving characters and a beautiful environment to create depth on the website: MekaVerse
Finally, here, Uplinq uses 3D animation to show how its product automates accounting. It seems simple and straightforward: Uplinq
Not sure yet?
Still not sure if 3D is the right path for you? Here is a comparison of 3D and 2D illustrations. Some are similar, but you may have a stronger penchant for one or the other!
Here, in this very simple object, the 3D version shows more depth and the 2D is generally simpler, so easier to read.
In this example, 3D shows a bit more detail, which may or may not be an advantage for you!
In this case, the 3D version seems closer to a photograph and therefore more realistic than the illustration. The 3D version without contours and with realistic flashes achieves realism.
Even though these two images are very different, it's a good example of how 3D artwork tends to jump forward, as if we could catch it.
Want to try it? Come and Tell us about your project to give a new look to your website!
