Product neutrality
Our product ranges typically contain many variants, with differences in exterior design but with shared features and benefits.
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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.
​Product neutrality approaches
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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.
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Glass product - we substitute the actual product with a digital "double" that is made out of smoked 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.
Product neutrality considerations for specific appliances
Food preparation: Crops
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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.
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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.
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Ovens have different controls and handles, so focus on cavities that are usually similar.
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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.
Hob from the side
Oven cavity
Food preservation: Crops
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Fridges should be shown in tight crops to conceal the fact whether they have a freezer or not.
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Fridges and freezers should be shown with the door open or in crops to hide whether they are built-in or free-standing.
Product crop
Disclaimer: image will be updated
Product detail
​Disclaimer: image will be updated
Fabric care: Smoked glass
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Washers and tumble dryers usually take this approach, as there are simply too many design differences across individual product ranges.
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Alternatively, you can try to use an actual appliance and focus on shots of the cavity or close-ups on the UI.
Dish care: Smoked glass
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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.
Glass product
Dishwasher crop
Floor care: Smoked glass
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Vacuum cleaners come in the same design but in many colour variations - we replace colored parts with the glass (colour-agnostic) material.
Smoked glass material
Colour-agnostic version
Smoked glass specifics
The smoked 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. You can also download a hi-res package of reference images to inspect them in greater detail.
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Specifications for CG artists:
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/volume fog colour: around RGB 170,170,170
To decrease render times, you can decrease refraction weight and mix it with a dark colour in diffuse.
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.
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