There are 3 main images types you will encounter as different stages of a project require different types of renderings in order to clearly demonstrate the key aspects of a scheme effectively and achieve its true purpose. In some cases, it’s an actual requirement to conceal less developed aspects of the concept.

Concept / Competition Images

Concept images are those mythical creatures that sell the big idea.

Concept / Competition images are the aspirational and somewhat ambiguous images, which many times are non-comital so as not to point out the undeveloped aspects of a proposal.

However; whilst these images do not always express the real world accurately in terms of gravity or structure, they are the first opportunity one has in order to ground the scheme into a specific context and not only in a site but also within a cultural context.

So whether these images are to be used for competition purposes or concept design stages, it is imperative that the visualizer fully appreciates that decisions are not always set in stone but rather that gaps must be filled accordingly in order to communicate a coherent proposal.

Developed Design Visuals

Visualizations of the developed design for clients and investors are those images that require that extra level of detail in order for buildings to be perceived as a fleshed out segment of the urban fabric.

Developed design visuals would be used where a client or investor would naturally struggle and not benefit greatly from reading an architectural drawing as a visual is not only capable of painting the complete picture for them, that they can easily understand, it can also very effectively communicate your aspirations.

So whether it’s for planning permission or investor meetings, these images are often the key as they can introduce a project very effectively to important decision makers to secure their enthusiasm and support for the scheme.

Marketing Visuals

Marketing Visuals are those images that sell the scheme and thus they must only ever be presented in the very highest of standards.

These images are paramount in achieving maximum return on investment and thus these images must be created in the best quality securable as it’s quite simply these images that will clearly define the bottom line profits of any scheme so it is clear that the objective of these images is not to communicate the spatial arrangement of a scheme but rather, they must be highly effective in getting the viewer to buy into the dream.

So whether marketing visuals are to be created for real estate purposes or for an architect’s portfolio, the rule must always be the same, and that is, to be created in the very highest standards possible as people naturally perceive one to only be as good as the worst image so it’s no wonder that you will see the industry leaders only ever showing off their best images for view.

Finally; it’s clear to see why, when working with your visualizer, it’s essential to establish if your visualizer holds the experience required to be able to fully appreciate the difficulties and requirements that we see go well beyond producing a beautiful image.