Spleet, Anna-LenaKahya, DennisEckhardt, SörenNiercke, NilsWolf, KatrinAlt, FlorianBulling, AndreasDöring, Tanja2019-08-222019-08-222019https://dl.gi.de/handle/20.500.12116/24644Recent developments in 3D content generation have great potential for immersive object or product representation useful for advertising and promotion. Computer generated Imagery (CGI) production is increasingly replacing the traditional photo shooting process. Virtual Reality (VR) can serve as virtual showroom for the manufacturing industry presenting 3D object content of CGI. We take the business case of furniture sales as example. Here, the established product presentation is realized through 2D images. Using 3D interactive environments would allow to present different operable furniture elements in a simple and clear way. This research intends to explore and compare the influence of two product presentation formats, Computer generated Photo (2D) and VR experience (3D. A user study comparing both presentation modes showed that both presentation formats have their pros and cons, and the purpose of usage is an important factor when deciding for one or another approach. To convey the proportions, feeling of size, relation and dimension as well as the effect of an object in room, a presentation in a 3D environment is recommended. If the focus is more on detail and photorealism, 2D pictures have their advantages.enVirtual RealityVRComputer Generated ImageryCGI3D Product PresentationText/Conference Paper10.1145/3340764.3344464