Enthed said IKEA began shifting gears in 2009 when company officials called in his team and said they weren’t pleased with a batch of photos and CG images.
恩赛德说宜家于2009年开始改变产品图片策略,当时公司的高管对他的团队说公司对某一批图片和CG图像很不满意。
“So we looked at all the images they said weren’t good and the two of three they said were great, and the ones they didn’t like were photography and the good ones were all CG,” Enthed said. “Now we only talk about a good or bad image – not what technique created it.”
“我们查看了高管提出意见的所有图片,发现其中三分之二很不错,而且那些高管不喜欢的都是真实拍摄的照片,而他们认为好看的都是CG图片,”恩赛德说,“所以现在我们只管图片好不好看,不管使用什么技术。”
It’s a not-so-secret ruse used by top companies specializing in home and furniture design, though many consumers remain oblivious.
在顶尖的家居家具设计公司里这并不算是什么秘密,只是许多顾客被蒙在鼓里罢了。
“Most kitchen, bedroom and bathroom companies now use CGI to create their marketing material and no one has realized,” said Pikcells creative director Richard Benson to Dezeen.
“在厨房、卧室和厕所产品等公司中,绝大多数会使用CGI图片展示产品,但这没人知道。”Pikcells 的创意总监理查德•本森说。
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