Minimalist furniture presentation: how we focus on the essentials at Danthree Studio
How do you manage to present furniture and interiors in such a way that the products establish a relationship with their surroundings, tell their story, become tangible - and yet the focus remains clearly on a single product?
Product images in the field of furniture and interiors often mean that a brand room is furnished with many details. Completely furnished rooms are shown, which are supposed to be experienced by depicting everyday clutter, numerous accessories and many little things. But what can really be experienced? Is it the rooms themselves? Or is it a single product? Can people really concentrate on a single piece of furniture when they see such a "naturally furnished" room?
At Danthree Studio, we have found that this is difficult. People tend to see complex product images more as interior design advice than as product images. The focus is lost. Our approach to creating 3D furniture renderings is to reduce the visual information so that it is possible to concentrate on the essentials. In doing so, we are guided by the principles of minimalism.
What does minimalism mean in the visual marketing world and how do we implement it?
In art, minimalism means a reduction to schematic clarity and logic. Works of art such as the concrete sculpture "Untitled" by Donald Judd (1991, Israel Museum, Jerusalem) show a high degree of objectivity and are impersonal. We bring these principles through a focus on the basic geometric structures and incorporate the strong spatial expressiveness from the minimalism of architecture.
This language of shapes and colors can be easily implemented as a 3D visualization. Simple, almost boring-looking rooms are furnished with just a few items of furniture. The CGI furniture is connected and communicates with each other. They tell a story - and this gives these minimalist rooms a sense of excitement.
This is not a new approach, we at Danthree Studio did not invent minimalism in visual marketing. Conventional product photography has many years of experience in this field. If you see a product on a white background, a photo lightbox has probably been used. This is a white box, illuminated without shadows, which makes the product appear to float more or less incoherently (cut-out product images). This is often understood as minimalism: the reduction to the product itself.
However, our CGI artists at Danthree Studio take a different approach. Because, as Steve Johnson once explained: "Minimalism in photography is not about getting less in a photo. It's more about showing the essence of something.
That's the approach we take at Danthree Studios with pared-down branded spaces that we spar with furniture. Everything is created as a 3D rendering, so the details of the products and spaces are easy to rework at any time.
For example, you can take a look at our minimalist staircase and railing visualizations or our barrier-free bathroom renderings.
