Stunning visuals of a project go a long way to convincing a client and getting a deal over the line. Attractive architectural renders create a fantastic first impression, inspire confidence in a company’s expertise and help you get quick approvals. They are easy to share, immediately show a client what the completed result will look like, and can easily be altered to a client’s satisfaction. 3D interior renderings have therefore come to be the norm in what is a fiercely competitive market.
We are now well past the point of asking whether or not you need interior renderings. The question is now how to stand out from the crowd. Done right, they produce invaluable benefits for developers and clients alike. And therein lies the rub – they have to be done right. But in order to get to the how we must first address the why.
When all is said and done, the purchase decision comes down to emotion – how a product makes the client feel. Never mind the back-and-forths, haggling, and negotiations. Research shows that at the end of the day, the purchase decision is predominantly an emotional one.
For the real estate market, in particular, this strikes close to home. Before committing to such a heavy investment, a client wants to feel confident that this is what they really want. If all you have are plans and drawings, this won’t do much for getting them to buy into the idea. Even worse, if you have poor or mediocre design renders, this would only serve to convince them that this is, in fact, not what they are looking for.
So what elements of design renders push the right buttons and give you that crucial competitive edge?
To start with, the renders must be photorealistic. The best CG artists today stay on top of the latest technology and software programs that enable them to produce high-quality renders that are so compelling, they are virtually indistinguishable from the real thing.
To achieve this, a good rendering needs to have an accurate representation of light. Light adds character and gives a setting its mood. Depending on the ambience you want to create, artificial light from overhead fixtures and spotlighting, or natural daylight can be manipulated to convey different feelings. A bedroom, for instance, could look cozy and warm, or a bright, clear, airy space can make a space look lively. The importance of making the right artistic choices and accurately depicting them cannot be overstated.
In this respect, the best CG artists do essentially the same thing photographers do. The etymology of the word bears this out – photography (photo + graphy) is literally “drawing with light.” So if you want to properly communicate the value of a property, you definitely need to hire professionals that can bring your concept to life.
To further enhance the realism of the rendering, it is important to use elements that are not just artistic creations but can be implemented in real life. This makes your renders look more believable and also give clients an opportunity to see what the actual project could look like once completed. So furniture, colors, materials and fittings in your renderings need to be things that can be actualized.
In addition to realistic lighting, and real-world furniture and fittings, attention to small details can make all the difference. The material properties of different surfaces should be accurately shown. Polished, glossy surfaces should gleam as they do in real life and their reflections must appropriately interact with the light sources in the scene. Likewise the visual representation of natural surfaces should also be correctly depicted.
While there is a technical process that professional artists adhere to, design rendering is a results-based activity that should be tailored to a client’s needs. A one-size-fits-all approach will not make your project stand out from the crowd. You therefore want to steer clear of design rendering companies that employ this cookie-cutter approach to every project.
When selecting a company to visualize your project, you would be well-advised to look at their previous projects. This will show you not only their technical expertise, but also their artistic ability. The objective of design rendering is, after all, to create renders that are photo-realistic and technically accurate, but also attractive and persuasive. The renders should have the level of detail to create true photorealism, but should also reflect the unique character of each project.
Communication is key. When all is said and done, every successful render is a successful marriage between a client’s needs and a professional company’s experience and skills. Effective communication is therefore of prime importance over the course of the collaboration.
The design artist should have a clear understanding of the client’s requirements, what atmosphere they want to create, what kind of clients the renders should speak to, and details like what perspectives of the spaces they would like to show.
Once these goals are clearly communicated, the CG artist can make recommendations to ensure that the client gets the results they expect.
In an increasingly competitive landscape, the benefits of interior design rendering are a critical success factor for architects and developers alike. They give clients confidence about the investment choice they are making, immediately visualize the completed project for them, and greatly influence the purchase decision.
However, to reap these rewards, the visualisations have to be photo-realistic, evoking the intended emotions in the target audience that the designed projects require. Getting the right professionals, with demonstrated experience, technical expertise, and artistic ability is therefore vital.