360 Degree Product Images - Advantages, Disadvantages, Costs, and Alternatives
360-degree product images are a popular content format due to their relatively simple creation. But is it always sensible?
What characterizes 360-degree product images?
360-degree product photos are a type of visual content used in e-commerce, especially in online shops and online product presentations. They provide a semi-interactive and comprehensive view of a product.
The item can be interacted with—usually rotated around the horizontal axis—and inspected.
Important differentiation: 360-degree photos are primarily associated with photography. There are also 360-degree views based on 3D visualization, but generally, the merging of photos is understood under this term.
The benefits of 360-degree photos for online shops:
- Almost complete view: 360-degree photos provide a comprehensive look at a product, showing it from almost all sides, depending on the capture. Typically, the photos are taken on a turntable, allowing for a complete all-around view.
- Interactivity: Unlike traditional static images, 360-degree product photos are interactive. Customers can click on the image and drag it or use screen controls to rotate the product in the offered directions.
- Engagement: The interactivity of 360-degree images can lead to higher engagement (more clicks and scrolls) and longer time spent on the product page.
- Better understanding of the product: The ability to see a product from multiple angles helps customers understand its shape, size, and design more accurately.
- Fewer returns: With a comprehensive view of the product, the likelihood of the customer being surprised by the appearance of the product upon arrival is reduced, which can lead to a decrease in product returns.
- Versatile integration: 360-degree photos can be easily integrated into e-commerce platforms, product pages, or even into augmented reality experiences (AR).
Create or have 360-degree product photos created?
By now, smartphones have become very capable cameras: From less than 1-megapixel resolutions in the 2000s to over 100 MP today, with multi-lens systems for various zoom options, AI-driven enhancements, and 8K video.
Since 2020, Apple has also begun integrating LIDAR technology into its premium smartphones and iPads. Other manufacturers are expected to follow suit.
With LIDAR technology in hand, even 3D scanning of products becomes possible, albeit only in semi-professional quality. This technology allows for easy photogrammetry of structures or surfaces and can assist in 3D modeling. More on that below.
There are basically three ways to create 360-degree product images through photography. Here are the corresponding advantages and disadvantages.
1. Do-it-yourself with a smartphone:
Advantages:
Cost-effective: Using a smartphone is a budget-friendly option compared to specialized hardware or agencies.
Convenience: It is easy to take 360-degree photos yourself, allowing for greater flexibility in capturing product images.
Quick setup: You can start taking pictures immediately without needing additional equipment or waiting for a service provider.
Full control: You have complete control over the process and can take the images at your own pace.
Disadvantages:
Limited quality: The image quality may not meet the professional standards achieved by specialized equipment or agencies.
Time-consuming: Manually capturing 360-degree images can be very time-consuming, especially if you need to photograph many products.
Requires skill: To achieve consistent and high-quality images, photographic skills and experience may be required.
2. Specialized hardware for automatic image production:
Advantages:
High-quality output: Specialized hardware ensures professional results.
Time-saving: Automated systems can quickly photograph products, streamlining the image production process.
User-friendly: Many specialized devices are designed to be user-friendly, making them easy to operate even for novices.
Disadvantages:
Expensive investment: The acquisition costs for specialized hardware can be substantial, making them less suitable for small businesses with limited budgets.
Maintenance and updates: The hardware may need regular maintenance and software updates to ensure optimal performance.
Limited flexibility: Some automated systems may not be suitable for all types of products or may not allow for customization of the image capture process.
3. Hiring an agency or specialized service provider:
Advantages:
Professional results: Experienced photographers and specialized agencies can deliver high-quality, visually appealing 360-degree photos that meet industry standards. This includes the appropriate technology, experienced photographers, and a photo studio.
Time-saving: By outsourcing the task, you have more time to focus on other core activities.
Customization: Professional services can offer tailored solutions for your specific product presentation needs.
Disadvantages:
Cost: Hiring a professional agency can be the most expensive option, especially for ongoing or extensive projects.
Communication challenges: Working with a third party may require clear communication and coordination to achieve the desired results.
Dependency: When relying on external services, you have no direct control over the image capture process.
In summary, each method has its own advantages and disadvantages. The choice depends on factors such as budget, project scope, desired image quality, and the level of control you want over the process. A combination of these methods may also be suitable for different product categories or growth phases of your business.
360-degree images and what they are often confused with
360-degree product photos have become a hit with online shops as they are relatively easy to create and the user experience can be relatively easily enhanced.
Also known as packshots, which highlight the product and packaging, can be achieved as 360-degree photos or CGI animations.
However, the term can easily be confused with similarly sounding applications that function differently and have a different background. Round videos or 360-degree videos, 360-degree tours, or 3D views differ significantly from 360-degree images.
360-degree videos (virtual tours):
360-degree videos provide an intense and dynamic experience that allows the viewer to virtually explore a place or environment as if they were physically present. These videos are recorded with special cameras that capture footage from all angles simultaneously. The viewer can interactively navigate through the scene by panning, tilting, and zooming. 360-degree videos are ideal for showcasing real locations, such as travel destinations, real estate, or event spaces, conveying a sense of presence and engagement.
360-degree images:
360-degree images are static photos taken from multiple angles and stitched together to create a panoramic view. These images allow users to interactively rotate the product or location and view it from all sides. Unlike 360-degree videos, 360-degree images are not time-based and do not offer the same level of movement or animation. They are commonly used in e-commerce for digital product presentations, virtual showrooms, and online catalogs, providing customers with an interactive and engaging way to explore products before purchase.
3D visualizations:
3D visualizations are not photography. They involve creating virtual models of products, environments, or objects using specialized software. These models can be manipulated, rotated, and viewed from any angle in a virtual 3D space. Unlike 360-degree videos and images, 3D visualizations are not based on real footage or photos. Instead, they offer complete control over the appearance, shape, and design of the object. 3D visualizations are commonly used in architectural visualization, product design, and interactive applications such as augmented reality (AR) and virtual reality (VR).
What do 360-degree product images cost?
Based on the three ways described above to create 360-degree product photos, a cost comparison is presented.
Specific statements about prices are often difficult, so here are approximate estimates to better compare the three options.
Additionally, there may be further costs, such as for post-processing, image editing, and licensing fees. Some agencies offer flat rates or discounts for larger projects or ongoing partnerships.
Do-it-yourself with a smartphone:
Costs: Minimal to moderate
Example estimate: If you already own a smartphone with a good camera, the costs will mainly consist of time and effort. You may need to invest in a turntable or rotating platform to achieve smoother rotations, which costs about 30 to 100 euros.
Specialized hardware for automatic image production:
Costs: Moderate to high
Example estimate: Specialized turntables including camera solutions or systems for 360-degree product photography can range in price from 500 to 5,000 euros, depending on quality and features. Some systems may come with integrated software for automatic image capture and processing. The procedures for the 3D scanning and 3D modeling should be compared in advance.
Hiring an agency or specialized service provider:
Costs: Moderate to high
Example estimate: Hiring a professional agency to create 360-degree product images is likely to incur higher costs. Prices can vary depending on the complexity of the products, the number of images needed, and the agency's experience. As a rough estimate, you can expect costs of 50 to 400 euros or more per product, depending on the level of detail and service. Utilizing experts, professional technology, and a photo studio will reflect in the price accordingly.
360-degree product images have clear limitations
While 360-degree images offer a simple approach to product marketing, they also have clear limitations.
One of the main issues is image resolution. Stitching together multiple images into a seamless panorama can sometimes lead to a loss of resolution.
Another limitation arises from image compression, as fast loading times are crucial for website performance. To achieve this, 360-degree images are compressed in such a way that image quality, especially detail views, suffers. The challenge is to find the right balance between loading speed and visual quality.
Consistent lighting and the proper use of shadows present another hurdle for 360-degree images. Even lighting hundreds or thousands of products evenly, and that up to 50 times per product for a 360-degree image, is not easy and can lead to unrealistic or undesirable visual effects.
Motion blur and artifacts can also cause problems when capturing 360-degree images. If the rotation speed is too high or the product is not captured with sufficient stability, motion blurs and artifacts can occur, negatively affecting image quality.
Additionally, products with complex surfaces and textures may not be accurately represented in 360-degree images.
Technology plays a crucial role in the quality of 360-degree images. High-quality cameras and lenses, as well as a good location that allows for a consistent setting and professional light sources, are a must. Investing in the right equipment is essential to achieve impressive visual results.
Post-processing also presents a challenge that contributes to the limitations of 360-degree images. Editing and enhancing these images can be more complex due to the spherical nature of the format than with traditional images: Photoshop for single images is already labor-intensive, but for image series for a 360-degree product photo, it is even more so.
Is 360 degrees the same as 3D? What are the differences?
360-degree product images and 3D visualizations (based on 3D modeling) are both visualization methods used in product marketing, but they fundamentally differ in their approach and the type of visual representation they provide. The differences are comparable to those between product photography and 3D visualization in general.
Here are the main differences between the two methods:
360-degree product photos:
Image-based: 360-degree product images are based on a series of static images taken from various angles around a product. These images are then stitched together to create a seamless panoramic view that allows the user to interactively rotate and explore the product.
Real photographs: The images used in 360-degree product images are real photographs of the physical product. The visualization accurately reflects the appearance and details of the actual product.
Interactivity: One of the key features of 360-degree images is their interactivity. The viewer can control the rotation and explore the product from multiple angles, providing an immersive experience. Most of the time, these are limited to the horizontal plane, so the term "360 degrees" can often be misleading.
Limited 3D perception: While the interactive nature of 360-degree images allows the viewer to see the product from different angles, the visualization itself is still a representation of many two-dimensional images. It is therefore not possible to flexibly rotate and manipulate the product.
3D modeling:
Digital 3D representation: In 3D modeling, a digital 3D representation of the product is created using software. This 3D model can be manipulated, rotated, and viewed from any angle in a virtual 3D environment.
Virtual models: Unlike 360-degree images, 3D modeling does not use real photos of the physical product. Instead, a virtual model is created that accurately represents the shape, form, and appearance of the product.
Full 3D interactivity: 3D models offer full 3D interactivity. The viewer can rotate, zoom, pan, and even animate the virtual model, providing a comprehensive and dynamic understanding of the product.
Enhanced depth perception: 3D modeling allows for a more realistic sense of depth and spatial perception. The viewer can see the product from different angles, gaining a better understanding of its three-dimensional properties.
What alternatives are there to 360-degree product images?
Static images: Traditional static images remain one of the simplest and most commonly used methods for product visualization. High-quality photos of your product from various angles can still provide valuable information to the customer.
Product videos: Videos allow you to showcase your product in action and dynamically highlight its features. A well-produced product video can provide a more intense experience compared to static images.
Interactive image galleries: Interactive image galleries allow users to click on specific areas of a product image and zoom in for detailed views without requiring a full 360-degree rotation.
Augmented reality (AR): AR technology overlays virtual images of the product into the real world through a smartphone or other AR-enabled devices. Customers can virtually place the product in their environment, providing a realistic sense of size and appearance.
Virtual reality (VR): With VR, customers can experience products in a fully immersive, computer-generated environment. This is particularly beneficial for industries such as interior design, real estate, and automotive.
3D models and renderings: Creating 3D models and renderings provides a digital representation of your product that can be rotated and viewed from any angle, similar to 360-degree images, but without full interactivity.
Product configurators: Configurators allow customers to customize products by selecting various options, colors, and features, resulting in a tailored visual representation of their personalized product.
360-degree product tours: Instead of rotating individual products, you can create a 360-degree product tour where customers can virtually explore multiple products within a single interactive interface.
Exploded view and cutaway representations: These visualizations show the internal components or structure of a product, providing customers with insights into its design and functionality.
Infographics and diagrams: For more technical or complex products, infographics and diagrams can visually explain product features, specifications, and benefits in a clear and concise manner.
daniel erning
.png)
