The great debate: our thoughts on CGI vs Photography

CGI vs PHOTOGRAPHY. Which is better in eCommerce?

It’s got to look real, feel real, and – in terms of user experience – be real. So, what’s the best solution for eCommerce imagery?

It’s a question everyone in marketing is asking themselves. Here’s our take on the trending debate between CGI and photography.

So. What’s the issue?

The main issue with using photography alone is that companies have to spend both time and money constructing multiple complex photoshoots for each change in garment, style, backdrop, and target demographic. It also relies on having the product to shoot. This problem is compounded when images require tweaking, which often requires a completely fresh shoot. Traditional photographic material is also difficult to re-purpose further down the line or for different audiences, which can lead to further costs and time expenditure.

What can CGI bring to the table?

Incredibly imagery can be created long before the product is available, so while the product is being manufactured the listing and marketing process can start. Secondly, where a product would require a large room set to be built or the setting is difficult to shoot, this can all be recreated in the virtual world on screen without leaving the building, perfect for remote working. The responsibility of a professional CGI marketing artist is to create a hyper-realist but malleable set of images. Photography remains the starting point, but digital techniques include adding gentle imperfections that the audience can trust and relate to and tweaking the tone and design to reflect the authentic vibe of the product. CGI gives creatives the chance to use their imagination, design the vision, and turn it into a reality.

What’s wrong with photography?

Nothing is ‘wrong’ with photography and for some products may well still be the best solution, but it does have a few limitations. The biggest limitation is that it restricts the lifespan of the image. CGI extends the value of photographic imagery by enabling it to be edited and re-used, which can ultimately lead to considerable cost savings over multiple photoshoots. CGI enhanced images can also be optimised for digital platforms as they evolve, allowing the same pictures to be upgraded as required. In terms of return on investment (ROI), the results are impressive, particularly in lengthy ad campaigns.

What’s next?

In the words of Steve Forbes, “Your brand is the single most important investment you can make in your business.” Imagery is a large part of that investment and that is why WK360 offer multiple solutions, so we can deliver the most effective and efficient method of image creation to suit your brand, audience and budget. If you’d like to discuss how we add value to your image content why not speak to one of our content marketing specialists today?