What a 3D product model is and why your company needs one
a 3D product model is a three-dimensional digital representation of your product, with its shape, its measurements, its materials and its appearance. It serves as the basis for images, videos, configurators, augmented reality, virtual reality, catalogues and training. It is a digital asset you can reuse across many channels.
What it is exactly
A 3D model is a set of data that describe an object: its geometry, its textures, its materials and, optionally, its animations. Unlike a photograph, which shows a single viewpoint, the 3D model can be rotated, enlarged, placed in a space, customised and animated.
What it is for
Marketing and communication
- Product images without a photo shoot for every variant.
- Videos and animations with greater creative control.
- Content for social media and advertising.
Online sales
- A 3D viewer on the product page.
- Visualisation in augmented reality (how it works).
- 3D configurator for customising.
B2B sales
- Interactive catalogues.
- Remote demonstrations.
- Presentations to customers without transporting the product.
Trade fairs and events
- Touchscreens and VR for large products (how to demonstrate machinery without taking it).
Training and support
- Simulations and interactive manuals.
- Assembly and maintenance instructions.
Design and development
- Prototype validation.
- Communication between teams.
Types of model by origin
| Origin | How it is created | When it is suitable |
|---|---|---|
| CAD / engineering | From the technical design | Industrial products already designed |
| Artistic modelling | A 3D artist builds it from references | Organic or fashion products, or those without CAD |
| 3D scanning | Capture of the real object with a scanner | Real or one-off pieces |
| Photogrammetry | From many photographs | Objects with a complex texture |
| Procedural / generated | Generated with rules or software | Product families with variants |
More in how to turn a physical product into an interactive 3D model.
What defines the quality of a model
- Accuracy of shape and real measurements.
- Credible materials and textures (metal, plastic, fabric, glass).
- Optimisation: file weight and polygon count suited to the use.
- Formats compatible with web, AR and VR.
- Organisation: layers, names and structure that make variants and animations easier.
Why your company needs one
- One asset, many uses: it is created once and reused (reuse a 3D asset).
- Lower cost per piece of content: images and videos of new variants without repeating shoots.
- Higher conversion and fewer doubts in online sales.
- Products that do not yet exist can be shown before they are manufactured.
- Preparation for the future: AR, VR and new platforms need 3D.
- Greater control over the brand image.
When it is not a priority
- Very simple, low-value products, where good photographs are enough.
- Small catalogues with no plan for use across several channels.
Even in those cases, starting with the most important products can be worthwhile.
Key ideas
- A 3D model is a reusable digital asset.
- It is used for marketing, sales, trade fairs, training and design.
- It can be created from CAD, modelling, scanning or photogrammetry.
- Quality includes accuracy, materials and optimisation.
- Start with the products that benefit most.
Frequently asked questions
Can I use my CAD design directly?
It almost always needs adapting so that it is lightweight and visually appealing.
How many models do I need?
Those for the products that sell most, or that are hardest to explain.
Who owns the model?
It must be specified in the contract. Usually, the company that commissions the model owns it.
Can it be updated?
Yes. When the product changes, the model is modified and the content is regenerated.
More guides on this topic
How interactive 3D can help explain complex products
How interactive 3D helps explain complex products: cutaway views, exploded views, animations, hotspots and layers of information for sales, support and training.
How to turn a physical product into an interactive 3D model
Methods for digitising a physical product in 3D: modelling from CAD and references, 3D scanning and photogrammetry. Process, requirements and how to make it interactive.
How to optimise 3D models for the web, augmented reality and virtual reality
Practical guide to optimising 3D models: polygons, textures, materials, formats (GLB, USDZ), compression and performance testing for web, AR and VR.