ALL INSIGHTS
DIGITAL EXPERIENCE / 4 MIN READ / EDITORIAL
When 3D earns its place on a website
Immersive design is powerful when it explains something. Otherwise it is weight.
Real-time 3D on the web is now practical. That does not make it appropriate everywhere.
Story first
Use 3D when space, structure or material is part of the message: a product, a building, a system architecture.
Budget it
Cap pixel ratio, reduce complexity on mobile, pause off-screen, and always provide a fallback. The page must work without it.
Respect the visitor
Honour reduced-motion preferences and keep text and navigation independent of the scene.