What separates an okay product visual from a great one? The answer to this question lies in the product’s representation, a key concept for designers working on brands to know. No one knows that more than Daniel Gonzalez, one of our art specialists. He shares some of his insights on techniques, software, and the importance brands should place on receiving the best representation of their products.
But what is representation? According to Daniel, representation is about how to interpret concepts realistically. “It’s about depicting products visually and realistically,” he says, “the main goal is to offer clients distinct types of representation.”
Offering different techniques for representation is important because every technique offers something unique. Clients may need a visual that’s easy to edit or something that is adaptable to extremely large sizes. By understanding these needs, a designer can know that the technique to use would be vectors; which are files that are easy to edit and to scale.
Another technique used for product representation within 121 is matte painting. It’s a discipline that in part uses photographs to create compositions. Commonly used in the film industry because of its realism, it has eventually found its way to CPGs. As Daniel describes it, matte painting applied to client projects is “like retouching a photo, but in a way that’s more extreme.”
A big part of matte painting’s realism has to do with the exact nature of the work. While reviewing past matte work for a client, Daniel points out small details. The filtering of light here, a shadow there; little things that at first glance don’t seem like much, but when they are missing, their absence is glaring.
This same level of detail is seen with the CGI work created by 121. What starts off as blank base modeling evolves into something photorealistic and lifelike. Through careful development, designers are able to recreate existing products digitally.
Being able to develop CGI offers more than just realism to clients. This technique is cost effective, especially when compared to photoshooting. Unlike photoshooting, changes can be made at any time to the final product—a valuable characteristic for brands while testing different designs among different audiences. Design trends, such as 360 degree models on e-commerce pages, can be created, making consumers feel like they can hold the product in their hands.
It’s this connection between brand and consumer that is at the heart of digital representation. With e-commerce purchases continuing to rise year after year, overcoming the screens of desktop and mobile devices becomes more important. It’s attention to detail that Daniel, and other art specialists and designers, know that clients appreciate.
Having designers that understand the principles of representation helps, but so does working with the right software. Showing a CGI example of jars of jam, Daniel explains where the program of choice internally comes into play.
He says, “Glass is a tough texture to get right, and so is the texture of the jam. But it does turn out well. Sometimes we’ll take a picture of the texture as a starting point. We’ll then apply that to a material within the program, which the program will then take that information to form the texture of the jam as well as shape the form of the object where the texture is being applied.”
The results of this technique speak for themselves. Even though it is for an imagined line of jams, it is easy to see why brands would appreciate this treatment for their real products. Brand equity is a topic that marketers across every industry, including CPGs, are consistently addressing. Having excellent visual representation plays a large role in managing brand equity.
Whether a product has been on the market and part of consumers lives for decades or just launching, it must always be represented in the best light at all points of contact with external audiences. Working with a team that understands the finer points of getting representation right is a boost to any brand.
What personal information do we collect from the people that visit our blog, website or app?
When ordering or registering on our site, as appropriate, you may be asked to enter your name, email address, phone number or other details to help you with your experience.
When do we collect information?
We collect information from you when you subscribe to a newsletter, fill out a form or enter information on our site.
How do we use your information?
We may use the information we collect from you when you register, make a purchase, sign up for our newsletter, respond to a survey or marketing communication, surf the website, or use certain other site features in the following ways:
• To send periodic emails regarding your order or other products and services.
We’ll ask for your consent before requesting any type of information, it’ll also be optional to do so. You can also easily withdraw it or change it at any time. However, failure to provide that consent will prevent us from delivering content and other experiences to you.
Where do we storage your data?
We store all your data exclusively on our servers for at least a year, and we are the only ones that have access to them.
How can you access to your data?
You can exercise, at any time, the rights of access, rectification, cancellation and opposition of your personal data via email, addressed to email@example.com indicating your name, surnames, telephone number, attaching a photocopy of your ID or official document that proves your identity and clearly indicating the right you wish to exercise.
How to ask us to delete your data?
If you would like to unsubscribe from any of our communications you may do so by sending us an email to firstname.lastname@example.org. Otherwise, by continuing to interact with our emails, you provide us with permission to manage and use your data as described above.
How do we protect visitor information?
We do not use vulnerability scanning and/or scanning to PCI standards.
We use regular Malware Scanning.
Your personal information is contained behind secured networks and is only accessible by a limited number of persons who have special access rights to such systems, and are required to keep the information confidential. In addition, all sensitive/credit information you supply is encrypted via Secure Socket Layer (SSL) technology.
We implement a variety of security measures when a user enters, submits, or accesses their information to maintain the safety of your personal information.
All transactions are processed through a gateway provider and are not stored or processed on our servers.
What happens if there’s a data breach?
We will inform all of our users within the first 72 hours.
Do we use 'cookies'?
You can choose to have your computer warn you each time a cookie is being sent, or you can choose to turn off all cookies.
You do this through your browser (like Internet Explorer) settings. Each browser is a little different, so look at your browser's Help menu to learn the correct way to modify your cookies.
If you disable cookies off, some features will be disabled that make your site experience more efficient and some of our services will not function properly.
Third Party Disclosure
We do not sell, trade, or otherwise transfer to outside parties your personally identifiable information.
Third party links
We do not include or offer third party products or services on our website.
Google's advertising requirements can be summed up by Google's Advertising Principles. They are put in place to provide a positive experience for users.
We use Google AdSense Advertising on our website.
We have implemented the following:
• Google Display Network Impression Reporting
• Demographics and Interests Reporting
We along with third-party vendors, such as Google use first-party cookies (such as the Google Analytics cookies) and third-party cookies (such as the DoubleClick cookie) or other third-party identifiers together to compile data regarding user interactions with ad impressions, and other ad service functions as they relate to our website.
Opting out: Users can set preferences for how Google advertises to you using the Google Ad Settings page. Alternatively, you can opt out by visiting the Network Advertising initiative opt out page or permanently using the Google Analytics Opt Out Browser add on.
California Online Privacy Protection Act
According to CalOPPA we agree to the following:
Users can visit our site anonymously
How does our site handle do not track signals?
We honor do not track signals and do not track, plant cookies, or use advertising when a Do Not Track (DNT) browser mechanism is in place.
Does our site allow third party behavioral tracking?
It's also important to note that we allow third party behavioral tracking
COPPA (Children Online Privacy Protection Act)
When it comes to the collection of personal information from children under 13, the Children's Online Privacy Protection Act (COPPA) puts parents in control. The Federal Trade Commission, the nation's consumer protection agency, enforces the COPPA Rule, which spells out what operators of websites and online services must do to protect children's privacy and safety online.
We do not specifically market to children under 13.
CAN SPAM Act
The CAN-SPAM Act is a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have emails stopped from being sent to them, and spells out tough penalties for violations.
We collect your email address in order to:
To be in accordance with CANSPAM we agree to the following:
If at any time you would like to unsubscribe from receiving future emails, you can email us at
• Follow the instructions at the bottom of each email. and we will promptly remove you from ALL correspondence.
7315 Winsconsin Avenue, Suite 400 W
Bethesda, MD 20814
Last Edited on May 25, 2018