What is CGI and how is it relevant to retail?
What is CGI and who invented it?
CGI or computer-generated technology is the use of special visual effects using computer software. This very clever technology uses still or animated visual content, most commonly 3D computer graphics, to create characters, scenes and special effects. Edwin Catmull and Frank Parke were the original pioneers in the field and were the first filmmakers to use this technology in the film “Westworld” in 1973.
How does CGI work?
This technology uses a variety of methods to achieve the desired effects. Using algorithms, a series of complex structures can be created. The two-dimensional images can then be transformed into three-dimensional vector shapes. This 3D graphics software can also be used to change simple shapes into more complex forms made from flat triangles and quadrangles. Image editors can also layer CGI into digital film footage. This is more commonly known as “compositing” and uses green screens to aid the process.
How is CGI relevant to retail?
For most of us, when we hear the term “CGI”, we automatically think of the special effects that are used in films such as fight scenes with dinosaurs or flying scenes on broomsticks. We don’t tend to think about how CGI can be used in retail, but the truth is that it is used, sometimes without us even realising.
CGI is fast becoming a popular tool for retail business and marketing their products. This is due to a number of reasons. Traditional photoshoots take a lot of time and effort and involve a great number of people getting together in person to create the advertisement. However, by using CGI, this process is significantly shortened and as they say in business, time is money!
In addition to this, retail businesses can use CGI to market their brand or product much more realistically than traditional photography on their websites. This gives the consumer a better experience as they are able to engage more with the product, perhaps seeing it from different angles and perspectives. In some cases, they can even “try on” the brand from the comfort of their own home.