E’ necessario fare subito una doverosa distinzione per comprendere meglio l’argomento dell’articolo.

L’aspetto piano di una fotografia panoramica a 360°

Non sto parlando delle foto panoramiche a 360° e che facilmente si possono scattare con il proprio cellulare e pubblicare su Facebook. Non hanno nulla di tre dimensioni ma sono semplicemente una visualizzazione sferica di uno scatto fotografico panoramico (per i più tecnici: l’implementazione richiede in effetti elementi di programmazione 3D ma non è questo l’argomento del post).

Quando parlo di fotografie 360° di prodotti sto parlando di quelle piattaforme di vendita che, oltre a mostrare fotografie dei dettagli del prodotto, permettono di visualizzarlo ruotandolo di 360° su uno degli assi (solitamente l’asse centrale verticale). Per farvi meglio comprendere di cosa sto parlando potete trovare un esempio a questo link mentre qui sotto potete vederne un risultato animato (in GIF):

Purtroppo nel 3D web marketing questo è uno dei fraintendimenti più fastidiosi.
Spesso infatti le richieste in questo ambito sono del tipo “Voglio mostrare il mio prodotto in 3D, potendolo ruotare!” oppure “Ho bisogno della stessa funzionalità di quel sito che mostra i prodotti in 3D”. Ebbene, non si tratta di 3D ma di una successione di fotografie (dunque in due dimensioni) che creano l’effetto ottico di rotazione anche grazie allo spostamento del mouse lungo l’asse centrale. Nulla di realizzato attraverso un software di modellazione o una scansione 3D, ma semplicemente un “trucco” interattivo ben architettato.

Rimane senza dubbio una tecnica interessante in quanto permette la visualizzazione fedele e puntuale del prodotto (perchè scattata con una macchiana fotografica) ma di certo non si tratta di utilizzo del 3D nel web.
Se da un lato le difficoltà tecniche dietro ad un risultato simile si limitano allo scatto in sequenza di un oggetto (aiutati da un basamento girevole e uno sfondo bianco), dall’altro la modellazione 3D di un prodotto richiede ingenti risorse per poter essere creata ed implementata correttamente. Questo apre scenari differenti in cui si scontrano 3 importanti fattori:

  • Il costo di produzione basato sul budget del cliente
  • L’aspetto finale di visualizzazione del prodotto
  • La user experience

Avremo modo di riparlarne nel dettaglio.

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