360 degree product images - advantages, disadvantages, costs and alternatives

What characterizes 360 degree product images?

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360-degree product images are a type of visual content that is used in e-commerce, particularly in online shops and online product presentations. They provide a semi-interactive and comprehensive view of a product.

The article or object can be rotated and inspected interactively — usually around the horizontal axis.

Important differentiation: 360-degree images are primarily associated with photography. There are also 360-degree views that are based on 3D visualization, but this is commonly understood as the merging of photos.

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The benefits of 360-degree images for online shops:

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• Almost complete view: 360-degree images provide a comprehensive view of a product and show it from almost all sides, depending on the shot. The images are usually created on a turntable so that a complete all-round view is possible.
  
  
• Interactivity: In contrast to traditional static images, 360-degree product images are interactive. Customers can click and drag the image or use the screen control to rotate the product in the offered directions.

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• Commitment: The interactivity of 360-degree images can result in higher engagement (more clicks and scrolls) and time spent on the product page.

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• Better understanding of the product: The ability to see a product from multiple angles helps customers understand the shape, size, and design in more detail.

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• Fewer returns: With a comprehensive view of the product, the customer is less likely to be surprised by the look of the product when they arrive, which can result in a reduction in product returns.

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• Versatile integration: 360-degree images can be easily integrated into e-commerce platforms, product pages, or even augmented reality (AR) experiences.

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Create or have 360 degree product images created?

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Smartphones have now become very capable cameras: From less than 1 megapixel resolutions in the 2000s to more than 100 MP today, with multi-lens systems for various zoom options, AI-controlled improvements and 8K video.

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Since 2020, Apple has also begun to integrate LiDAR technology into its premium smartphones and iPads. Other manufacturers want to follow suit.
With LIDAR technology in our own hands, it is even possible to 3D scan products, even if only in semi-professional quality. This technology enables easy photogrammetry of structures or surfaces and can help with 3D modelling. More about that below.

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There are basically 3 ways to create 360-degree product images using photography. Here are the corresponding advantages and disadvantages.

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1. Do-it-yourself with a smartphone:

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advantages:

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Cost-effective: Using a smartphone is a budget-friendly option compared to specialized hardware or agencies.

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Convenience: It's easy to take 360 degree images yourself, which allows greater flexibility when taking product images.

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Quick setup: You can start taking pictures right away without the need for additional equipment or waiting for a service provider.

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Own control: You have complete control over the process and can take pictures at your own pace.

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Disadvantages:

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Limited quality: Image quality may not meet professional standards achieved by specialized equipment or agencies.

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Time-consuming: Taking 360-degree images manually can be very time-consuming, especially if you have to photograph a lot of products.

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Requires skill: Obtaining consistent and high-quality images may require photographic skills and experience.

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2. Specialized hardware for automatic image production:

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advantages:

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High-quality edition: Specialized hardware is designed to capture high-resolution, consistent 360-degree images and ensures professional results.

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Time savings: Automated systems can quickly photograph products and thus streamline the image production process.

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Easy to use: Many special devices are designed to be user-friendly so that they can be easily operated even by laymen.

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Disadvantages:

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Expensive investment: The acquisition costs for specialized hardware can be significant, making it less suitable for small businesses with limited budgets.

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Maintenance and updates: Hardware may need regular maintenance and software updates to ensure optimal performance.

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Limited flexibility: Some automated systems may not be suitable for all types of products or may not allow individual adjustment of the image capture process.

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3. Appointment of an agency or a specialized service provider:

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advantages:

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Professional results: Experienced photographers and specialized agencies can deliver high-quality, visually appealing 360-degree images that meet industry standards. This includes the appropriate technology, experienced photographers and a photo studio.

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Time-saving: By outsourcing the task, you have more time to concentrate on other core activities.

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Individual adjustment: Professional services can provide customized solutions for your specific product presentation needs.

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Disadvantages:

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costs: Hiring a professional agency can be the most expensive option, particularly for ongoing or extensive projects.

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Communication challenges: Working with a third party can require clear communication and coordination to achieve the desired results.

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Dependency: When you rely on external services, you have no direct control over the image capture process.

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In conclusion, each method has its own advantages and disadvantages. The choice depends on factors such as the budget, the scope of the project, the image quality you want, and the level of control you want over the process. A combination of these methods may also be suitable for different product categories or phases of your company's growth.

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360-degree images and what they are often mistaken for

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360-degree product images have become a hit with online shops because they are comparatively easy to create and can therefore increase the user experience of buyers and site visitors relatively easily.

Also known as Packshots, which focus on the product and packaging, can be achieved as 360-degree images or animations.

However, it is easy to confuse the term with similar sounding applications, which, however, work differently and have a different background. All-round videos or 360-degree videos, 360-degree tours or 3D views differ significantly from 360-degree images.

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360 degree videos (virtual tours):

360-degree videos provide an immersive and dynamic experience that allows viewers to virtually explore a location or environment as if they were physically present. These videos are shot with specialized cameras that capture the footage from all angles simultaneously. Viewers can navigate the scene interactively by panning, tilting, and zooming. 360-degree videos are ideal for presenting real locations, such as travel destinations, real estate, or event spaces, and provide a sense of presence and engagement.

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360 degree images:

360-degree images are static photos that are taken from multiple angles and combined to form a panoramic view. These images enable users to interactively rotate the product or location and view it from all sides. Unlike 360-degree videos, 360-degree images aren't time-based and don't offer the same level of movement or animation. They are often used in e-commerce for product presentations, virtual showrooms, and online catalogs, and offer customers an interactive and engaging way to explore the products before they buy.

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3D visualizations:

3D visualizations are not photography. With the help of special software, virtual models of products, environments or objects are created. These models can be manipulated, rotated, and viewed from any angle in a virtual 3D space. Unlike 360-degree videos and images, 3D visualizations aren't based on real footage or photos. Instead, they provide complete control over the look, 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).

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How much do 360 degree product images cost?

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Based on the 3 ways described above to create 360-degree product photos, a cost comparison will be attempted at this point.

As is often the case, concrete statements about prices are difficult, so there are approximate estimates here in order to be able to better compare the three options.

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There may also be additional costs, such as post-processing, image processing, and licensing fees. Some agencies offer package deals or discounts for larger projects or ongoing partnerships.

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Do-it-yourself with a smartphone:

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costs: Minimal to moderate

Example estimate: If you already own a smartphone with a good camera, the costs will consist primarily of time and effort. You may need to invest in a turntable or turning platform to get smoother spins, which costs around 30 to 100 euros.

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Specialized hardware for automatic image production:

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costs: Moderate to high

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Example estimate: Specialized turntables including camera solutions or systems for 360-degree product photography can cost between 500 and 5,000 euros, depending on their quality and functions. Some systems can be delivered with integrated software for automatic image capture and processing. The methods used here 3D scanning and 3D modeling should be compared in advance.

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Hiring an agency or a specialized service provider:

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Costs: Moderate to high

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Exemple estimate: Hiring a professional agency to create 360-degree product images is likely to involve higher costs. Prices may vary depending on the complexity of the products, the number of images required 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. The use of experts, professional technology and a photo studio is reflected in the price accordingly.

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360-degree product images have clear limits

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While 360-degree images offer a simple approach to product marketing, they also have clear limitations.

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One of the main issues is image resolution. Merging multiple images together to create a seamless panorama can sometimes result in a loss of resolution.

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Another limitation results 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 and, in particular, detailed views suffer. The challenge is therefore finding the right balance between charging speed and visual quality.

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Consistent lighting and the correct use of shadows represent another hurdle when it comes to 360-degree images. Illuminating hundreds or even thousands of products evenly, up to 50 times per product for a 360 degree image, is not easy and can lead to unrealistic or unwanted visual effects.

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Motion Blur and Artifacts can also cause problems when shooting 360-degree images. If the rotation speed is too fast or the product is not shot with sufficient stability, motion blur and artifacts may occur, which have a negative effect on image quality.

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In addition, products with complex surfaces and textures cannot be accurately represented in 360-degree images.

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Technology plays a crucial role in the quality of 360-degree images. High-quality cameras and lenses, a good location that enables a consistent setting and professional light sources are a must. Investing in the right equipment is critical to achieving impressive visual results.

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Post-processing is also a challenge, which contributes to the limitations of 360-degree images. Due to the spherical nature of the format, editing and improving these images can be more complex than with conventional images: Photoshop for individual images is complex, but all the more complex when it comes to series of images for a 360-degree product photo.

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Is 360 degrees the same as 3D? What are the differences?

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360-degree product images and 3D visualizations (based on 3D modeling) are both visualization methods used in product marketing, but they are fundamentally different in their approach and the type of visual presentation they offer. The differences are comparable to those between Product photography and 3D visualization generally.

Here are the key differences between the two methods:

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360 degree product presentation:

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Image-based: 360-degree product images are based on a series of static images taken around a product from various angles. These images are then put together to create a seamless panoramic view that allows the user to interactively rotate and explore the product.

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Real photographs: The images used in 360-degree product images are real photographs of the physical product. The visualization accurately represents the appearance and details of the actual product.

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Interactivity: One of the most important 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. These are usually limited to the horizontal level, which is why the term “360 degrees” is often misunderstood.

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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.

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3D modeling:

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3D digital presentation: 3D modeling uses software to create a digital 3D representation of the product. This 3D model can be manipulated, rotated and viewed from any angle in a virtual 3D environment.

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Virtual models: Unlike 360-degree images, 3D modeling doesn't use real photos of the physical product. Instead, a virtual model is created that accurately represents the shape, shape, and appearance of the product.

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Full 3D interactivity: 3D models offer full 3D interactivity. The viewer can rotate, zoom, pan, and even animate the virtual model, giving them a comprehensive and dynamic understanding of the product.

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Improved depth perception: 3D modeling provides a more realistic sense of depth and spatial perception. The Observer can see the product from different angles and thus gain a better understanding of its three-dimensional properties.

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What alternatives are there to 360-degree product images?

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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 customers with valuable information.

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Product videos: Videos allow you to show your product in action and dynamically highlight its features. A well-produced product video can provide a more immersive experience compared to static images.

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Interactive photo galleries: Interactive Image Galleries allow users to click and zoom in on specific areas of a product image to get detailed views without the need for a full 360 degree rotation.

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Augmented Reality (AR): With AR technology, virtual images of the product are displayed into the real world via a smartphone or other AR-enabled devices. Customers can virtually place the product in their environment, giving them a realistic sense of size and appearance.

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Virtual reality (VR): With VR, customers can experience products in a completely immersive, computer-generated environment. This is particularly beneficial for industries such as interior design, real estate, and automotive manufacturing.

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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.

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Product configurators: Configurators enable customers to customize products by choosing different options, colors, and features, and thus obtain a tailored visual presentation of their personalized product.

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360 degree product tours: Instead of shooting individual products, you can create a 360-degree product tour that allows customers to virtually explore multiple products within a single interactive interface.

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View as an Explosion and Sectional Views: These visualizations show the inner components or structure of a product and offer customer insights into its design and functionality.

‍Infographics and charts: For more technical or complex products, infographics and charts can visually explain product features, specifications, and benefits in a clear and concise way.