Master’s thesis focuses on a comparative analysis of the effectiveness of digital photography and 3D visualization in the visual presentation of commercial products. In the theoretical part, we provide an in-depth overview of both techniques, highlighting their key characteristics, advantages, and limitations.
The experimental part begins with the creation of ten image pairs, where each pair presents the same product. One captured with digital photography and once created using 3D modeling and rendering. The purpose of this approach was to enable a direct comparison between the two techniques. Based on these pairs, we conducted two separate online surveys. The first focuses on perceptual differentiation between the techniques that is, whether participants could correctly identify which image was a photograph and which was computer-generated. The second survey aimes to assess aesthetic preferences and the visual appeal of the individual product representations, with the goal of determining which technique draws more attention and generates greater interest among a broader audience.
The research results show that most participants were able to correctly recognize which of the two examples was taken with a camera. In the context of the conducted research, it was found that traditional photography, despite advancements in 3D technology, still retains certain qualities that observers perceive as more realistic. Nevertheless, there were specific cases in which some participants mistook the 3D visualization for a photograph, indicating that the level of realism in modern 3D renderings can be very high. In addition to identifying the source technique, the results also revealed that in some instances, participants found the 3D visualization more visually appealing. This suggests that technical precision, compositional order, and visual clarity may at times outweigh the sense of authenticity offered by traditional photography.
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