How 3D and AR is Changing How we Purchase Art
Marketing and advertising require a proper representation of products with stunning product photography. Vibrant visuals encourage clients to purchase and even engage with ads and social messages. There are a few downsides of long-established photography, even though it is vital to a captivating shopping experience. It is challenging to determine the texture and color of some products like artworks and furniture.
Are 3D and AR the Future?
Today small-sized firms and well-established companies are using 3D and AR in advertising. The companies find the two implementable because of their positive impact on conversion rates, traffic, and engagement. Surely, AR and 3D advertising are slowly replacing traditional advertising. Currently, the pandemic has forced people to do things virtually, especially in the retail industry.
Kendra Scott’s stores, a jewellery brand, began using AR after closing temporarily due to Covid-19. The retail store would allow its clients to try on their products virtually before purchase. Interestingly, one did not need to download any app to do so. The question is, how do AR and 3D affect how we purchase art?
3D, AR, and Art
The pandemic is surely ushering a new wave of art expression. More and more artists and designers are embracing the use of AR and 3D in exhibitions. Artists can present their work virtually for everyone, where they can view them from the comfort of their homes. The digital tools assist artists in presenting their works in areas where individuals cannot go physically to view the arts.
Here are some of the ways big Tech are utilizing these technologies:
Etsy AR
This online retail uses AR technology to present its products to its more than a 45million clients worldwide. Etsy is famous for online art, and it allows users to view a product within their houses using a phone (iPhone). Etsy makes it easier for customers to choose what they want to buy based on how it looks in their houses.
Moreover, users can quickly check the size of the artwork, including how it fits in the particular room they want to put it. A user can visualize the different sizes available for sale too. Currently, the app does not work on Android phones. However, there are plans to introduce the same to android users.
Saatchi Art
Saatchi Art is also another product available on IOS phones. The app, just like Etsy AR, helps art buyers see the artwork before they get to buy them within their living room. Therefore, art lovers can preview art in their rooms virtually before purchase. The app allows one to see the measurement, angle, and depth of an artwork in a space that is 3D hence a realistic preview.
ThreeKit AR /3D Shopify Partnership
Through ThreeKit, Shopify users can view and change their products. The partnership with Shopify allows customers to have high resolution and quality visuals that make them have an extraordinary experience. The app helps in replacing physically shot photos with virtual photos. The avant-garde technology allows clients to alter their products to their preferences instantly.
Conclusion
AR and 3D are cutting-edge technologies that are already changing the way artists, art sellers, designers, art curators, and gallerists exhibit and sell art. The technology is making it easier to sell art by improving the buyers’ experience. Besides, AR is not entirely new, as old masters created artworks that were close to reality. 3D technology makes art viewing and purchasing a realistic experience.
References
- Silversea Media Group. (2019). 3D Technology Is Changing the Game for Online Retailers [Online] December 2019. Available at: https://silverseamedia.medium.com/3d-modeling-is-changing-the-online-shopping-experience-1aae983df48e [Accessed: 7 August 2021]
- Artlabs. (2021). The Future of 3D and AR Advertising [Online] Available at: https://artlabs.ai/blog/the-future-of-3d-and-ar-advertising/[Accessed: 7 August 2021]
- Papagiannis H.. (2020). How AR Is Redefining Retail in the Pandemic [Online] October 2020. Available at: https://hbr.org/2020/10/how-ar-is-redefining-retail-in-the-pandemic [Accessed: 7 August 2021]
- Pavlova S.. (2020). How 4 Tech Leaders Are Using 3D and AR and What it Means for You [Online] July 2020. Available at: https://www.threekit.com/blog/how-4-tech-leaders-are-using-3d-and-ar-and-what-it-means-for-you [Accessed: 7 August 2021]
- Urdesign (2020). Artists create augmented reality tools to sell art during coronavirus pandemic [Online] April 2020. Available at: [Accessed: 7 August 2021]
- Williamson C.. (2020). An Augmented Reality Tool to Sell Art During the Pandemic & Beyond [Online] April 2020. Available at: https://design-milk.com/an-augmented-reality-tool-to-sell-art-during-the-pandemic/ [Accessed: 7 August 2021]
- Saatchi Art (2021). Saatchi Art’s Augmented Reality App [Online] Available at: https://www.saatchiart.com/stories/ios-app-augmented-reality/ [Accessed: 7 August 2021]
