Product neutrality
Our product ranges typically contain many variants, with differences in exterior design but with shared features and benefits.
To avoid having to create a separate asset for each product variant, we take a product-neutral approach: we create an asset that is applicable to any product from the entire range.
​
-
Camera angles and crops - we frame each shot in a way that does not reveal parts of the product that are different across various variants. Instead, we focus on shared features and benefits across the range.
-
Glass product - we substitute the actual product with a digital "double" that is made out of frosted glass. This glass product represent the entire product range.
In cases where the only difference between individual products is their color, we substitute only the colored parts with the glass material to create a color-agnostic version.
Exception to product neutrality are always design video assets, where the focus is clearly on product aesthetics of that particular product.
Food preparation
Hobs come in different widths so avoid top-shots where they can be seen in full but rather focus on shared features across the range.
Hoods are always different in shape so avoid showing them at all in product neutral videos. Instead show just icons or action of the steam suction over a cooking meal.
Ovens have different controls and handles, so focus on cavities that are usually similar.
For ovens and hobs do not show directly the UI as this is also different for each but rather bring key parts of the UI as on-screen icons.
Food preservation
Fridges should be shown in tight crops to conceal the fact whether they have a freezer or not.
​
Fridges and freezers should be shown with the door open or in crops to hide whether they are built-in or free-standing.
Fabric care
Washers and tumble dryers are usually shown as s glass product, since there are simply too many design differences across individual product ranges.
​
Alternatively, you can try to use an actual appliance and focus on shots of the cavity or close-ups on the UI.​
Dish care
For dishwashers, you can show loading with cutlery but do not show its closed door - to hide whether it’s a freestanding or a built-in version of the product.
Floor care
Vacuum cleaners come in the same design but in many colour variations - we replace colored parts with the glass (colour-agnostic) material
Frosted glass material
The frosted glass material has a specific look we use for our product neutrality approach. It is dark but not overwhelmingly black, somewhat transparent but not entirely, and has a soft, smooth gloss.
Please review the images on the right to get a better idea of the desired look.
​
Specifications for CG artists:
Please note these settings should only be a starting point - each render engine is different and you may need to tweak your settings to get the desired look.
​
Diffuse colour: none or dark grey
Reflection colour: around RGB 160,160,160
Reflection roughness: 0.45-0.55
Refraction roughness: 0.1-0.25
Absorption colour: around RGB 170,170,170​
To decrease render times, you can decrease refraction weight and mix it with a dark colour in diffuse.