3D rendering is now so good – is product photography obsolete?

adobe 3d rendering software
Screen grab taken from Ben and Jerry's case study video using Adobe Dimension software (Image credit: Adobe / Ben and Jerry's)

Photo-realistic 3D rendering is becoming an increasingly popular way for brands to market their products. Ben & Jerry’s is one of many big brands that are adopting 3D rendering techniques over traditional product photography as it takes less time, fewer people and ultimately saves money. But where does that leave product photographers and is there still a place for them in visual marketing?

3D rendering is a term that describes creating hyper-realistic in a 3D space. It’s often used in concept designs so you can visualize what an end product would look like without actually having to build it. While 3D rendering requires highly skilled artists and designers to create realistic images complete with textures, reflections and natural-looking features, software such as Adobe Aero, Sensei and Dimensions are making it much easier for your average Joe to create 3D rendered images. 

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Hannah Rooke
Staff Writer

Having studied Journalism and Public Relations at the University of the West of England Hannah developed a love for photography through a module on photojournalism. She specializes in Portrait, Fashion and lifestyle photography but has more recently branched out in the world of stylized product photography. For the last 3 years Hannah has worked at Wex Photo Video as a Senior Sales Assistant using her experience and knowledge of cameras to help people buy the equipment that is right for them. With 5 years experience working with studio lighting, Hannah has run many successful workshops teaching people how to use different lighting setups.