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Definitions, workflows, and best practices for visual product marketing in the furniture, home & living industry – compact, understandable, with project references.

Glossary for 3D Visualization, CGI & Brand Communication

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What is Ambient Occlusion (AO)?

Ambient Occlusion (AO) enhances contact and corner shadows in 3D scenes. The result: more depth and realism – ideal for emphasizing details in CGI renderings.

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What is Physically Based Rendering (PBR)?

Physically Based Rendering (PBR) is a rendering approach that describes material properties according to physical rules. Using standardized maps (e.g., Albedo, Roughness, Metalness), an object reacts consistently to light in every scene. The result: realistic, repeatable CGI materials – ideal for e-commerce, configurators, and print.

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What is Ray Tracing?

Ray tracing is a rendering process where light rays are virtually traced from the camera's viewpoint through the 3D scene. This creates physically accurate reflections, shadows, and refractions – without a real photo set. For brands, this means consistently photorealistic CGI images and animations, flexibly scalable for e-commerce, print, and interactive experiences.

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What is Texture Baking? (Map Baking)

Texture Baking (Map Baking) means: light, shadows, or details are calculated once and saved as textures. The result: faster renderings, a consistent look – ideal for web, AR & pack shots.

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What is UV mapping (UV unwrapping)?

UV mapping - also known as UV unwrapping - transfers the surface of a 3D model into a 2D coordinate system. Clean UVs are the basis for sharp textures, AO, normal and light maps without seams or bleeding.

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What is a 3D product configurator?

A 3D product configurator turns static articles into interactive experiences: Customers select color, material and size variants in real time - directly in the browser. Find out here how brands can use it to increase sales, reduce returns and seamlessly transition to virtual showrooms or 360-degree tours.

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What is a 3D Virtual Showroom?

What is a 3D virtual showroom? - An interactive brand world in which customers can experience, configure and directly purchase products. Find out the definition, business benefits, technology, workflow, best practices, FAQs and further links.

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What is a lightmap?

Normal Maps add fine folds, pores, or fabric textures to your 3D model – without geometry overkill. Learn how they work, when they make sense, and how we work with them at Danthree.

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What is a Metalness Map?

A metalness map uses a black and white mask to determine which parts of a 3D model reflect like real metal. Used correctly, it is the key to physically correct PBR materials - from chrome frames to stainless steel kitchens.

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What is a Normal Map?

Normal Maps add fine folds, pores, or fabric textures to your 3D model – without geometry overkill. Learn how they work, when they make sense, and how we work with them at Danthree.

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What is a roughness map?

How rough is concrete, how reflective are glass fibers? Roughness maps regulate the micro-scattering of light and make PBR materials credible. Find out how they work, workflow tips and typical sources of error.

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