360 Photography

The exciting world of photography is taking giant steps towards a technological future that is just around the corner.

Analogue cameras have been left in the recent past and have given way to the latest ingenuity in photographic products. The latest is 360º photography, designed as a first-rate immersive experience with multiple uses in marketing, advertising and image.

In this article we explain what it is, what you can use 360º photography for and in which cases it will give you spectacular results, always with your business and your digital communications in mind.


      What is 360 degrees Photography

      The definition couldn’t be simpler: it’s a photography that consists of capturing images and scenes from different angles, resulting in a spherical shape. In short: everything around you is captured in a totally realistic perspective of space, with all directions and angles visible, captured by the camera.

      This is achieved with special 360° cameras equipped with two sensors and two wide-angle lenses, which capture everything in an immersive way.

      Normal photography shows the images from the front, in a flat form, and the capture shows what the camera lens covers; however, 360° photography captures an object or a place from all its angles, generating a spherical view of the whole with much more detail than a normal panoramic photo.

      These photos are recognised as immersive as one is able to view in all directions at the same time, rendering the image much more descriptive. They are taken with an omnidirectional camera or with a collection of strategically placed cameras, allowing the user to control the viewing of the image in all directions of the plane.

      360° photographs can be spherical or cylindrical. Photos taken in spherical form are twice as wide as they are high. Translated into degrees, this means that they have a ratio of 360 X 180 degrees. Therefore, when viewed interactively, these spherical photos allow viewing in any direction parallel to the viewer’s view, but also upwards and downwards.

      Cylindrical photos, on the other hand, have a width that spans 360 degrees but are less than 180 degrees high, which means that part of their vertical content is outside the image, limited and loses the enveloping sensation.

      What does our 360 degrees photography service consist of?

      At Fotoempresas we are professionals in 360º photography in all aspects. Technology is our ally and if you need your company to show its products in 360º, do not hesitate to consult our consultancy service. We will accompany you and recommend the best options throughout the whole process of creating your 360º virtual space.

      Advantages of 360 degrees photography

      Do you have an e-commerce company? Then your virtual shop window will be greatly enhanced thanks to 360º technology, with all the advantages that this includes, such as the substantial improvement of the user experience. Additionally, customer satisfaction increases because the product they see virtually is exactly the one they receive at home, thus drastically reducing the rate of returns. The customer buys what he likes, especially when the photo gives him all the necessary guarantees. Therefore, there is nothing better than 360º photography to help you in this aspect.

      Potential uses of 360 degrees photography

      The uses of 360º photos are increasing every day, both on a personal and business level. Visual communication becomes much more fluid and realistic if what the images show matches what the professional photographer’s eye captures with his or her senses.
      This type of product can share your real vision and show, for example, the place where you are, both physically and aesthetically. Creativity knows no limits with this technology and the photographs are immediately converted into reliable images of what you see and what is happening, as the human brain captures the space and converts it into three-dimensional, which is the same effect that 360º photos generate.
      There are many applications for this type of photography, which will sometimes result in an image that the brain will recognise as moving.
      Thus, product photography for e-commerce is improved and enhanced by this type of technology, since the photo shows all the details of the product displayed in the virtual shop window, which helps the future buyer to get a very accurate idea of the product he will buy and the uses he will give it in his day-to-day life.
      The 360º photos are also spectacular for real estate agencies, architecture studios, travel agencies, event organisers and celebrations. And beyond the purely commercial aspect, landscapes and night photography, underwater diving, travel and tourism or sports photos, among many other more personal subjects, usually have extraordinary results.

      Virtual Reality

      This is the recreation of an apparently real object or scenario but constructed with computer technology. This gives the user the sensation of being immersed and forming part of it, i.e., in an environment built entirely around the observer. This must be the case if the aim is precisely to make the viewer feel integrated into the scene and play his or her role.
      One of the characteristics of virtual reality is that everything that is observed through the camera or glasses is artificially constructed, like a kind of Matrix of which the viewer is a part, to such an extent that the brain understands what it sees as real and immediately generates the corresponding sensations: emotion, cold, heat, falling, etc.
      This is achieved by using glasses, headphones or some other specific device that helps to isolate the viewer from the real environment. In the case of glasses with a virtual reality viewer, they widen the field of vision, making it seem as if the screen is all around and not just in front of the eyes. This 360º sensation is what “tricks” the brain, in a way that is efficient enough for it to understand that what it sees is real and to experience it as such.
      When we think of virtual reality, the first thing that comes to mind are the extraordinary video games that recreate imaginary worlds populated by heroes and villains who fight, one for a better world and the other to destroy it. The experience in this case is so close to reality that the player becomes the protagonist of his or her own virtual adventure.
      However, this new technology does not stop at pure leisure, nor does it lend its advantages to uses designed to entertain an increasingly numerous, adept, and devoted gaming public, but rather its applications go much further and today have been transferred, for example, to the field of education. Virtual reality helps students, who do not need to leave the classroom to visit any corner of the world, to better understand the world in which we live. And at other levels, it is extremely useful in the learning of medicine, science, technology, and robotics, just to mention a few areas of knowledge that are full of innovation and development.

      Immersive Experiences

      This is another type of 360º experience, in which an atmosphere and environment is created where the spectators receive many stimuli and sensations through all the senses, especially smell and touch, and sometimes even taste. It is for this reason that immersive experiences can create in the audience a more acute perception than usual.

      For the immersive experience to be successful, the message, the environment where the action takes place, and the message that is launched to the viewer are fundamental. The result is a mix of technology, science, art and even a touch of magic, a game, and a challenge to the senses.

      Immersive experiences are often very successful in the celebration of different types of events, especially gastronomic events. This is also reflected in the presentation, at a business level, of services and products, since the viewer’s senses will grasp all the characteristics and advantages of what is presented to the public, in a truly surprising process of discovery. A third application is at the level of education, since classrooms become immersive scenarios with a truly surprising proposal that facilitates and encourages the learning of a huge variety subjects, but especially those dedicated to technological subjects, in which a whole world opens up to be discovered.

      360 degrees Tours

      A virtual tour is another field of exploration with numerous commercial applications. It is possible, for example, to visit a property without leaving your home.

      It is a series of images taken in 360º that allows you to simulate the setting in question, move around it and visit it in detail. This innovation in the world of images is having a great impact on museum spaces which, thanks to the Internet, have opened their doors to the world and are no longer content with simply offering images of their rooms and the works they treasure on their websites. Thanks to 360º tours, virtual visitors can move through the corridors, visit specific places, walk through rooms, and get a clear idea of the architectural space that is the museum and its contents.

      At a commercial level, 360º tours are a great tool, for example, for the real estate world, since clients can visit the properties that interest them without having to move around, and with the maximum reliability and adjustment to reality.

      If you have a project where 360º photography fits in, don’t hesitate, count on us and trust in our professionalism. We look forward to working with you. We are your ecommerce photography team.