The world of product marketing has undergone a quiet revolution. Computer-generated imaging (CGI) has become so sophisticated that it's nearly impossible to distinguish from traditional photography. Yet misconceptions about this technology persist, potentially holding brands back from leveraging its full potential.
Consider this: virtually every product in an IKEA catalog is CGI, and soon, every room setting will be too. This isn't a glimpse into the future – it's happening now. The technology has matured to the point where the question isn't whether to use CGI, but when and how to implement it effectively.
The advantages are compelling. CGI offers unprecedented control over every aspect of image creation. Want to change the lighting in a room? Adjust the color of a product? Show seasonal variations? With CGI, these modifications can be made instantly, without the need for expensive reshoots or set reconstruction.
However, the path to CGI implementation isn't without challenges.
According to Bob Davisson, Vice President of Technology at Kreber, “The most significant barrier isn't the technology itself, but what we refer to as the ‘expertise gap’ – knowing how to harness CGI's potential effectively. This requires understanding not just the technical aspects, but also the artistic elements that make images truly compelling.”
For brands considering CGI, it's crucial to recognize that it's not a one-size-fits-all solution.
“While some product categories, like kitchen and bath fixtures or industrial equipment, are natural fits for CGI,” Davisson said. “Others, such as fashion and food styling, may still benefit more from traditional photography. The key is finding the right balance for your specific needs.”
Kreber's expertise lies in bridging the "expertise gap" between technical ability and artistic execution, as demonstrated by the CGI room scene shown above.
Like traditional photography, CGI requires attention to more than just the technical process, such as composition and set design. Although familiar in some respects, it’s also vastly different, demanding a unique blend of technical skill and artistic vision.
CGI’s unparalleled flexibility in creating images can also be a double-edged sword. The success of these images depends not only on technical precision but also on the creator’s ability to understand the subtleties that will make the product resonate with specific audiences.
If the CGI creator lacks a deep understanding of the target market’s tastes, cultural nuances, and lifestyle preferences, the resulting imagery can fall flat – or worse, undermine the brand.
"CGI isn't just about creating visually appealing images," says Davisson. "It's about ensuring the image speaks to the audience in a language they understand—both visually and culturally."
As CGI continues to evolve, brands have the opportunity to unlock new levels of creativity and efficiency in product marketing. However, leveraging this potential successfully requires more than just adopting a technology – it requires striking the right balance between technical proficiency and creative insight.
CGI is revolutionizing product marketing—are you ready? Let us guide you through the latest innovations and best practices. Reach out to learn more!
-----
Kreber Has The Expertise You Need
With more than 100 years of experience, we’ve built a reputation for our hard work and dedication to driving positive outcomes for retail and B2B clients. As an independent marketing agency with a history of thinking ahead, we help you connect with customers, from print and digital marketing to social media content and everything in between.
