EskoArtwork, VTales Graphics Partner for Virtual Store Shelves
GENT, Belgium—From the joint efforts of EskoArtwork (www.esko.com) and VTales Graphics (www.vtales.com), a new software application has been created that allows brand owners and retailers to assess the on-the-shelf and point-of-sale impact of their packaging and displays. The partnership draws on EskoArtwork’s expertise in creating hyper-realistic 3D packaging models and VTales’ state-of-the art visualization technology. The result is called Esko Store Visualizer. It is a new solution that lets users place virtual objects in photographed scenes, enabling them to see their designs in an in-store setting and determine how they compare with rival products.
“Most buying decisions are made in the store,” explains Kris Van Bael, EskoArtwork 3D and visualization product manager. “This is why it’s so important for brand owners and retailers to evaluate packaging designs, displays, and shelve layouts as early as possible in this realistic store context. aging designs, displays and shelve layouts as early as possible in this realistic store context. Store Visualizer gives them this insight. It allows them to assess their designs in a retail environment before the packaging and displays are actually produced. No need to say this saves them significant time and money.”
Using Store Visualizer, the mock-ups are easily placed on shelves or displays in realistic store environments. This way, brand managers can assess on screen the appeal of their designs early in the design cycle. The visuals can also be used by market research companies to measure the performance of different designs or shelf layouts.
“The end result is a design that performs better in the store, which will help spur sales and increase market share,” says Alexander Heiner, managing director at VTales Graphics.
Traditionally, these in-store assessments are made with physical mock-ups in imitation stores or with time-consuming image retouching. Users of the technology benefit from shortened lead times during the market research and development stage, and can eliminate or reduce the need for expensive mock-ups and photo shoots.