3D Visualization and Photography: Effective Allies to Achieve the Goal

If you are an architect or developer, you understand how important visual materials are for marketing. But how to use them with maximum advantage? Read further in our article about ways to bring visual content to a new level and how to increase its effectiveness.

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Marketing materials must be visually appealing and compelling – this is an axiom. Words and descriptions are not enough to attract new customers: the customer wants to see what he can count on and be sure that you are not offering him a cat in a bag. Here, a variety of visual materials come to the rescue because it is better to see once than hear a hundred times. To convince potential customers and investors, you can use drawings, pictures, photos, and 3D visualization. What is more appropriate to use? The eternal battle of 3d rendering vs. photography.

If we talk about drawings, then, obviously, this is completely dry information that beautifully depicts the technical characteristics (if the client can decipher them), but not the best marketing tool. Agree, it is unlikely that the plan of the house should be posted on the city light or as an advertising post on social networks. Therefore, we will leave the drawings to engineers and later stages of acquaintance with real estate when the technical plan is relevant.

Pictures are a good atmospheric addition but do not carry the information that the customer would like to have when looking at options for future houses. This is more of a gift card than an image that speaks eloquently about the house.

Real photographs are the most obvious way to show the result of your work. However, the design changes and construction are a long process, so in order to take a photo of the end result, it is necessary to wait a while. Showing photos of unfinished construction is a good material to demonstrate the progress of construction and curb the interest of customers, but not the best way to attract potential customers.

A 3D visualization is a tool that allows you to demonstrate all the benefits of real estate, even at the project design stage. This applies to both the exterior and interior of the building. You will be able to show what the house will look like not only at any stage but also at any time, season and weather, turning every project into a Virtual Reality masterpiece.

3D renderings have imperceptibly become a part of everyday life. We see them in advertising, on brand websites, on social networks, and on product packaging. It is often difficult to determine what we are looking at: a photorealistic 3D rendering or a photography shoot. The truth is that if the 3D visualization is done by a professional, it is impossible to distinguish virtual photography from a professional photograph. But in the works of beginners, you can sometimes notice omissions that reduce the photorealism of the picture. It is by them that you can distinguish 3D renders from photos:

  1. Disproportionate objects
  2. Low-poly 3D models
  3. Low-quality or incorrectly applied textures
  4. The corners of objects are too sharp
  5. Errors in perspective on rendering
  6. Inconsistency of shadows and reflections with lighting and materials of objects
  7. Unnatural beauty

This is the magic of photorealistic CGI, not to give any sign that it is a 3D rendering. Now you know how to distinguish a render from a photo. But you can do this only if the visualization was performed by a not-very-experienced CGI specialist. So, when opting for these services, make sure you partner with a highly-professional studio.

What are the features to rely on?

1. Time and money saving

Those who use product photography usually organize photo shoots themselves. They hire photographers and rent studios with sets or locations. Sets often have to be modified or created from scratch to fit concepts. In addition, it is necessary to organize the finished product prototypes and their transportation to the filming site and back. Time-consuming and a lot of stress from this! Not to mention the time it takes to deliver heavy products to their destination.

Unlike photography, everything is much simpler with 3d visualization. All you have to do is fill in the brief, check the intermediate results, and get a marketing-ready image like the one above. Everything is created digitally, including stage design, product design, and even lighting and set selection. In addition, it is possible to organize the production of several 3D models and 3D renderings at the same time, which speeds up the architectural project. With photography, it would require too much effort and money.

2. Boosting creativity

Photo shoots are limited by budget restrictions, which leads to sacrifices in creativity. After all, ideas with luxurious interiors or exotic outdoor locations are difficult to implement without a huge budget.

Meanwhile, CGI is a savior for the advertising team. Any location, any decor, or any lighting can be reproduced on a product rendering. And it’s of photorealistic quality, any resolution, and no transportation at all.

3D renders open up many opportunities and flexible options for creating visual content. Let’s consider them in more detail!

CGI is an inexhaustible source of content

Drawings will interest only your colleagues, it is necessary to wait for the photo, but 3D will be able to perfectly perform the tasks. With visualizations, you can get impressive photorealistic images to promote your project in the early stages. Again, these can be visualizations of future real estate from winning camera angles in different lighting at any time of year. You can use 3D renderings to show the expected results of current and next projects and photos to show ready ones. So by combining 3D renders and traditional photography, you can always have enough exciting product images to publish.

Mix of photos and renderings

It’s extremely interesting how 3D design turns into a real building, and you can engage the audience in the visual story you tell. By sharing first the visualization and then the real photos of the construction process, you will allow your subscribers to see how the unfinished construction turns into a beautiful building. This process is not only exciting to watch out of curiosity but also quite practical – investors will clearly see how their project is being built. And at the end, you can proudly demonstrate the visualization and the end result. Photos of your work that look just like the original CGI will impress clients and prove that you can be trusted.

Before and After

If we are talking about reconstructions, the use of visualization and photos can be a great addition to demonstrate how successful the project was. Maybe it was a renovation, and you breathed new life into the building while respecting its history. Or the property owners decided on a decisive reconstruction, and the comparison was/became more than impressive.

An unexpected bonus

Did you know that you can effectively combine photos and 3D in one image? And it’s not just a creative mix but a very practical way to reduce CGI costs and provide incredible realism.

Firstly, if we talk about panoramic images it is an ideal tool because artists do not have to recreate the whole area in 3D. You just need to enter the visualization in the panoramic image.

Secondly, you can mix photos and visualizations and thus create an extremely realistic illusion of an existing house. This is especially useful in historical areas because it allows you to assess how the new building fits the current architectural ensemble.

If you always prefer only one version of visual content and always choose between 3d rendering vs photography, your marketing efforts may be incomplete. By combining CGI with professional photography, you can tell compelling visual stories to engage your target audience. Together, they can make your promotional materials unsurpassed. With both photos and visuals, you’ll always have plenty of stunning photo-realistic images to share.

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