Phiro
Can Digital Imagery Capture Tactility?
Designer furniture is rarely just about form
Recreating Material, Depth and Emotion in Designer Furniture
It lives in the details, in the subtle irregularities of a wood grain, the softness or structure of a textile, the way light travels across a surface. It is in these nuances that craftsmanship becomes visible, and where a brand begins to communicate something deeper than function.
Tactility, in that sense, is not only something we feel with our hands. It is something we perceive visually.
The Visual Nature of Perception
When we speak about materials, texture and depth, it is easy to assume that these qualities require physical interaction. That they must be touched to be understood.
But research suggests otherwise.
Studies indicate that people process around 80% of sensory information visually, making sight the dominat channel through which we interpret and evaluate the world. Before we ever touch a product, we have already formed expecations about its weight, texture and quality.
As the dominant human sense, sight processes up to 80% of all sensory information [..], making it the first and most frequent channel through which consumers interact with brands. Visual cuesserve both aesthetic and symbolic functions, shaping consumer interpretations and eliciting affective responses well before any verbal information is processed
Another body of research within visual aesthetics shows that design in advertising significantly influences consumer perception, attitudes and purchase intentions.
This is particularly relevant in the context of designer furniture.
[T]he presence of visual aesthetic value in advertisements significantly influences consumer perception and purchasing decisions. The researchers also highlighted the importance of visual aesthetics in captivating commercials, emphasising their significant influence on customers' attitudes and intentions towards the advertised products. Consumers are more likely to purchase products with an appealing aesthetic, especially when presented in visually appealing ways on popular social media platforms like Instagram
Because here, the product is inherently aesthetic. It carries emotional value. It reflects identity, taste and positioning. And most importantly, it is almost always experienced visually first, whether in a catalogue, on a website, or in a campaign.
The Role of Visual Detail in Brand Perception
For creative directors, this is where the real challenge begins. Not in presenting the product, but in translating its materiality.
A surface is never just a surface. It is a combination of structure, reflection, imperfection and light.
The depth of a wood grain suggests authenticity. The way a fabric diffuses light suggests softness or density. The balance between matte and gloss defines how refined or raw a product feels.
These elements are not secondary details. They are essential components of brand perception. They communicate craftsmanship. They signal quality. And they shape emotional response.
In many ways, they are what separates a product from a designer product.
From Physical to Digital Materiality
Traditionally, these qualities have been captured through photography. A physical prototype is produced, styled, lit and photographed, with the goal of translating material and atmosphere into an image. But this process comes with limitations. It is bound to timing, physical availability and environmental constraints. Light must be captured in the moment. Materials must be final. Variations require new setups. Iteration is slow.
This is where digital 3D workflows introduce a different approach. Instead of capturing materiality, they construct it. Starting from CAD or scan data, materials are built layer by layer. Grain, texture, reflectivity and micro details are defined and refined. Light is not captured but designed, allowing precise control over how surfaces are revealed.
This does not remove the challenge. It shifts it.
The question becomes not whether a material exists, but whether it is translated convincingly enough to evoke the same perception.
Learn about our 3D modelling process
The Challenge of Recreating Tactility
Can a digital image suggest weight? Can it communicate the roughness of untreated wood or the softness of upholstery? Can it convey the subtle imperfections that make a material feel real?
These are not purely technical questions. They sit at the intersection of design, perception and storytelling. Because what we are ultimately trying to recreate is not just a material, but a sensory expectation.
A successful visual does not need to replicate reality perfectly. It needs to trigger the right associations in the viewer’s mind.
When we see a surface and intuitively understand how it might feel, how it might age, how it might exist in a space, then the image has done its job.
Beyond Representation
Amplifying Materiality
Interestingly, digital imagery also opens possibilities beyond traditional photography.
Light can be adjusted to emphasise depth. Textures can be refined to highlight structure. Environments can be adapted to support brand identity consistently across markets and channels.
Rather than being limited by a single moment in time, the visual becomes flexible and scalable.
This means that materiality is not only preserved. It can, in some cases, be amplified.
Details that might be lost in a physical shoot can be intentionally revealed. Consistency across campaigns becomes easier to maintain. Variations in materials and finishes can be explored without starting from scratch.
For many creative directors, the hesitation is understandable.
Tactility is deeply tied to authenticity. And authenticity is at the core of designer brands.
So the question remains: Can something digital truly carry the same sense of soul?
Perhaps the more relevant question is not whether digital imagery can capture tactility.
But whether we are willing to explore how far it can go. Because when visual perception already plays such a dominant role in how we experience materials, the opportunity is not to replace the physical. It is to translate it with intention.
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