Prepress
Computer-Generated Imaging (CGI): How visions take shape
Tuesday 03. August 2010 - Creating photorealistic images on a computer has grown into an area that will be a main focus at photokina 2010. And it's easy to see why, considering that this process will clearly be a key technology of the future in all areas of application where visualization needs to take place independently of an actual object or motif.
Computer-generated imaging (CGI) is already having a strong impact on today’s advertising communications and displays further potential for the future in the business world. Right in the center of Hall 4.1, where a combined dialogue platform and marketplace will be featured as part of “Meet the Professionals at photokina,” an appropriate combination for the imaging professional, the photokina CGI Solution Center will present outstanding examples of image creation with CGI and communicate related know-how.
The idea of creating an outstanding advertising campaign for a product that has not yet passed through all development stages on the way to becoming market-ready is really as impossible as the notion of putting a leash on a living dinosaur and taking it for a walk. Computer-generated imaging (CGI) makes both of these imaging scenarios possible: With CGI technology, virtual elements in a real setting can be perfectly and realistically depicted using only a computer. The only prerequisite is the availability of all the needed 3D design data for the product. All the necessary steps for generating this data and further processing it will be presented and explained to professional users in a clear, practice-oriented manner in the photokina CGI Solution Center in the heart of Hall 4.1 at photokina 2010.
Skillful integration of abstract image content
A focal point of the presentation of CGI technology is the communication of concrete know-how to professional users by means of presentation programs, exhibitions, and demonstrations of performance. To realize this aim, hardware suppliers, software developers, creative users, specialist dealers and qualified training institutes are collaborating on the creation, in and around the CGI Solution Center, of a sophisticated program that will make it possible to view current and future developments. The photokina CGI Solution Center in the middle of Hall 4.1 will be designed in a manner that will enable the professional user to easily become oriented. In the middle there will be an area for specialist presentations, and inviting lounge areas will provide pleasant spots for relaxation and discussions. Current projects will be presented on “show walls.” This will open up a level of communication on which all interested parties can experience all aspects of the modern, digital design repertoire and engage in discussions with experts and service providers.
Changes in workflow
Images created with CGI on a computer take shape in an entirely changed workflow, which will be presented in its full scope. In the CGI Solution Center in Hall 4.1, practical demonstrations will allow professional users and interested non-professionals to experience the object at first as a polygon model; then, the necessary “high dynamic range” image and the “backplane” image are added from a database during the composing process. Here, CGI requires the integral use of camera, digital technology, high-quality digital printing, image processing, and 3D programs. In other words, CGI is not intended to replace conventional photography. Instead, it clearly serves to expand the possibilities of photographic imaging for the photo designer and to open up new areas of application and thus also new customer groups. After all, the correct application of CGI in professional communications makes it possible for customers to reach their target groups more effectively and above all more quickly.
Changing ways of thinking and designing
The photokina CGI Solution Center in Hall 4.1 also therefore clearly conveys that creating this new type of imagery requires new ways of thinking and designing. It will thus become even more important to holistically master complex communication processes and skillfully use the available repertoire of possibilities for generating images. In the future this new image creation process will be a criterion for confirming a photo designer’s expertise. So anyone who is focused on the most innovative aspects of professional imaging communication will definitely want to experience the attractions in Hall 4.1 at photokina 2010.