Reasons to Consider 3D Rendering in Your Marketing Plan

Companies have been using product renderings in marketing campaigns for years now. But as rendering tech advances, so has access to these services — and everyone sees the benefits.

3D rendering makes the impossible a reality, especially for marketers. Nothing gives you control over every aspect of a digital asset like 3D rendering.

Rendered images are photorealistic, precise, and perfectly suited for any need. You just can’t say the same for photography, especially hard-to-photograph products like home decor, industrial equipment, or medical devices.

In addition to its superior precision, 3D rendering is far more versatile and cost-effective than photography. Since you can update and repurpose 3D images with ease, you’ll quickly see a return on your investment. The instant editability of 3D rendered work lets you make changes to images in the future without costly rebuilds.

In this article, we cover the benefits of 3D rendering and why you should consider using it in your marketing strategy.

What is 3D Rendering?

Let’s start with the basics: how does 3D rendering work and what is it?

3D rendering is the process of creating images based on three-dimensional data. Using this data, which may be from an engineering file (CAD file) or specs from the physical product, we create 3D wireframe models. Then, we run those 3D models through a rendering engine (like Redshift).

Rendering software takes data from 3D models to build a three-dimensional image. This software calculates light, color, shadows, and texture to create incredibly detailed, photorealistic 3D images.

Now, we can make adjustments to our rendered images. Add a new environment or tweak lighting or color, anything — you’re only limited by your imagination.

A 3D rendered image is perfect – no glares, dark lighting, or manufacturing imperfections. And it’s photorealistic. It can be difficult (and sometimes impossible) to tell the difference between a photograph and a rendered image.

You can do so much with 3D rendering. To illustrate that, we’ve condensed a short list below of the biggest benefits of choosing to use 3D rendering for everything from ad campaigns to interactive product catalogs.

A 3D rendering of Insight's entire beer product line against a black background
Photorealistic 3D rendered image we created for Insight Brewing's entire family of beer.

What Are the Biggest Benefits of 3D Rendering?

You Can Create the Impossible

With 3D rendering, you can literally create the impossible, whether it’s a specific environment or even other objects. There’s no need to spend time and money putting together expensive and wasteful sets for a photo shoot.

You have access to anything, from high-end furniture to exotic locations and perfect landscaping. Since rendered images use 3D data, you don’t even need a physical product before you start marketing it. This type of freedom lets your product shine in the best possible way.

It's Incredibly Versatile and Flexible

There are just some things you can’t do any other way. Maybe you want your product sitting on top of a mountain, or at the bottom of a swimming pool, or in 27 different colors and styles.

3D rendering lets you have all that without needing to go to an impossible location or spend all day photographing the same product over and over. You can even change your mind or adjust the lighting later without having to set up another photoshoot.

The resulting 3D assets are also versatile, meaning you can use them for nearly any marketing medium you can imagine. Use them for product packaging, print ads, trade shows, and even billboards. Product rendering’s evergreen qualities make it a smart investment for that reason.

Sleep Number trade show booth featuring FUSE Animation trade show graphics
Sleep Number Trade Show Booth from CES 2018

Product Rendering is Budget-Friendly

Compared to photography, 3D product rendering is incredibly cost-effective. Let’s say you’re launching a seasonal line or new products. You need to manufacture prototypes, ship them to another site, and then set up a photo shoot. Beyond the logistics nightmare, those costs really add up.

If you rely on product photography for your marketing assets, you’ll be reliving those costs, again and again, each time you release a new product or line.

Photography is expensive in terms of environmental costs as well. Consider how wasteful photoshoot sets can be. They take up a great detail of material but are rarely used more than once. In fact, most sets end up in the dumpster after a shoot.

Photorealistic 3D rendering, on the other hand, doesn’t waste physical resources. It’s a zero-waste and environmentally-friendly alternative to building and scrapping photo sets.

Product rendering comes with an upfront cost. But once you’ve build a 3D model, updates are a breeze. Simply revisit those files and change lighting, product angles, even the environment. Versatile 3D assets can be adjusted at a fraction of the cost of traditional photography.

Precise, Perfect Assets. Every Time.

Wouldn’t it be great to control every little detail in your photos? 3D product rendering gives you all that and more. Since images are rendered from 3D models, it’s possible to control those tiny details while maintaining the photorealistic qualities.

Minor adjustments that would be impossible with photography (like individual water droplets on a beer can) are no problem for 3D rendering experts.

Marketers can take advantage of this high level of precision by using light to make product features pop, or give examples of how a product might fit into a room.

Using 3D product rendering means you can have perfect, precise assets every time.

Close-up 3D render of skin cell repelling moisture
Still image from a 3D medical animation showing moisture loss through skin cells.

What You Can Do with 3D Rendering

As you can imagine, there are so many possible ways to use 3D rendering. From marketing campaigns to interactive product configurations and architectural renderings, more and more companies are using it to streamline their marketing efforts. So, how can you put 3D rendering to work for your company?

Product Marketing

We’re overwhelmingly drawn to visuals – in fact, 90% of the information our brains process is visual. Adding visuals can considerably improve comprehension and retention. So it’s no wonder people are more likely to engage with and remember campaigns that include visuals.

3D product rendering offers a flexible and cost-effective option for adding images, animations, or interactive graphics to a campaign. Super high-resolution 3D images can be sized to fit your exact need — blow up for life-size product packaging or reduced for a small-scale digital/print product catalog.

By using 3D renders of your product – whether it’s a line of colorful beer cans or a sleek digital fitness watch – you can create the perfect marketing asset.

White smart watch with a digital face against black background

Start Marketing Even Before You Have a Prototype

Creating a new product can be incredibly time-consuming and expensive. After building engineering files and sending them off to the manufacturer, you’re left waiting for a prototype you want to start marketing right away. And if there are last minute changes? They may not make it to the manufacturer in time, meaning you may be waiting weeks for a new prototype. After all that, you’ll still need to set up a photo shoot.

It’s quite a process.

But imagine having visual marketing assets before even sending those files to a manufacturer. 3D product rendering makes that possible. Think of these renderings as a pre-prototype, giving you the ability to visualize and market your new product without needing a physical product. You can get the perfect angle, change up the lighting, and enhance specific product details. All that before you’ve even fabricated your product!

Engage Your Audience with Interactive, Dynamic Content

You can’t always put your newest product directly into the hands of your audience to convince them to buy it. But you can simulate the experience. Using 3D rendering, you can create animations and interactive graphics that prompt your audience to engage with your product or brand.

Create a visual experience that includes a deeper look into your product. Give audiences a behind-the-scenes peek into your product’s inner mechanisms. Or show it in action. It wouldn’t be possible to show this with photography or film.

For example, we’ve helped Sleep Number show off their Dual Temp layer bedding by rendering “invisible” temperature changes.

Strengthen Your Brand

Building strong connections with your audience takes time and effort. Crafting a killer mission statement is great, but it takes more than that to establish your brand and compete with others in your industry. One of the best ways to inspire emotion or convey an idea about your company is by pairing your message with great visuals.

People retain 65% of information when it’s presented with a visual. Compare that to just 10% retention of text alone. So, using 3D rendering to craft perfect and stunning images or animations can help you stick in your audience’s mind.

Nothing is impossible with 3D rendering: build an entire city, send your mascot rocketing to space, or create an abstract but memorable logo animation.

3D still from brand video featuring central skyscraper in front of sunset
Shot from the branding video we created for Viracon.

Making the Switch to 3D Rendering

With its diverse applications and evergreen qualities, 3D rendering offers capabilities far above those of traditional photography. For marketers looking for the best ROI, 3D rendering presents a cost-effective, long-lasting, and flexible option. Nothing else gives you such complete control over every aspect of your digital assets. Those precise images and animations certainly will leave a lasting impression, helping you build and retain your audience.


FUSE Animation has helped global companies launch products, developed marketing assets for local agencies, and everything in between. We’re incredibly passionate about helping our clients tell their stories and elevate their brand.

If you’re looking for a 3D partner, or want more information about our services, let us know.

We’re always looking to collaborate on new and exciting projects.