How does a rendering help your business
CGI’s are nowadays a crucial part of any architectural or real estate developer. Their presentation always include CGI’s with often hyper realistic or realistic 3D representations of unbuilt architecture.
The benefits of 3D imagery (CGI’s) are obvious as the final client is able to get a look at how their future home, office or investment will look like once completed. "A picture is worth a thousand words" and these pictures are key to any marketing team.
A 3D rendering firm specialized in Architectural renderings can produce a project with a certain amount of detail. The key is which details are important for the customer and how to portray these in such a manner that will impact their perception of the image seen.
The amount of detail, lighting, post processing and complexity of the building or buildings are the main factors which comprise the price and timespan of a project. Once all these details are discussed and understood by both parties involved a deadline can be set and the 3D artist can start.
Today I’m going to discuss each step involved in the production of a 3D render or CGI (computer generated imagery) and hopefully you will get a better understanding of what it takes to complete an image and how the final price is calculated.
1. Size does matter in this industry
The complexity of the building or construction site are the first things taken in consideration when calculating the costs of a rendering. The larger the building the higher the price when calculating the overall hours the artist has to work on creating a 3D representation of the building and/or construction site. Most of the times the architecture firm delivers a 3d model nowadays to reduce the overall costs of the project and to avoid misinterpretation of the building details. The model is usually accompanied by details, drawings, sketches, photographs and material samples to avoid misinterpretation of the materials intended.
Other buildings and surroundings are also taken in consideration in the final rendering price. Sometimes pictures are used where the unbuilt architecture is inserted. For this to be accurate a photographer is usually hired and / or a drone specialist depending on the perspective needed.
2. Environment and overall representation
The environment is the second most important thing when setting the guidelines for a 3D rendering. This sets the overall mood of the image and determines how and what kind of lighting will be used. The lighting and the background are the 2 key factors here and even thou some artists tend to choose the overall mood for an image themselves these 2 steps should be discussed or presented at least with the customer.
Environment and lighting is also evaluated in hours of work and in hours of rendering so the more complex the lighting and the environment the higher the end price of course.
3. Style sets the standard and the price
There are many different styles but overall I think we can talk about 3 main styles when it comes to exterior 3D imagery.
1. Photo real
This is a photo realistic representation of the unbuilt architecture. Real estate developers usually ask for photorealistic images because they want an accurate representation of how their investment will look like in the real world. This means that samples and scanned materials are usually used to recreate real life materials in 3D images. Of course all styles discussed here have a certain degree of photorealism but photo real images should be as close a possible or as close as the client’s budget permits to real life.
Because 3D imagery gives us the freedom to create practically anything we can think of usually marketing bureaus hired by a developer will want to create images that will support their campaign and will promote the lifestyle and the feeling they want to use to convince the final customer that they will get. Marketing and what the marketing team want to sell is what sets the standard here and even if the budget is sometimes lower than expected 3D artist have a tendency to like these projects because they give them a degree of artistic freedom.
Hyper realism is combination of the 2 styles described above. This is probably the most difficult to control because you have to balance the real life situation compared to the artistic freedom and come with an image that represents a certain ideal situation or ideal lifestyle which the developer or marketing firm wants to communicate.
4. Each perspective comes at a price
Depending on the final result the client wants, the style chosen for each image and the complexity of the architecture to be portrayed the each 3D rendering should get its own unique perspective that should convince the final client to buy or rent the property portrayed.
Each angle or perspective has a different background and surrounding’s. These should be carefully created depending on the desired final result as they impact the curiosity followed by determination of the final client. A curios and interested client will be determined by only an image to pursue the acquisition or the rental of the property.
This means that bird’s eye view perspectives are much more expensive than close-ups and eye level perspectives because of the amount of area, buildings and surroundings that needs to be created.
Materials and the amount of objects seen through windows for example of reflected on shiny reflective areas are also affected by the perspectives that are chosen and these should be taken in consideration when discussing the price for each perspective.
The main goal for this final stage should be how to improve and amplify the message the client wants to transmit further to their potential buyers /renters.
There are many things you can do even in this final stage but as computers are able to process more and more data we have the tendency to create as less as possible in post processing software. This is something each 3D rendering firm should decide as it impacts their entire workflow and their ability to work faster and on more complex projects.
Post production is necessary but should not be the most important step in your production pipeline. Without post production almost all images would looks much grayer and less calm or dramatic but finding the right color tones and the right amount of extra detailing is a tricky part of the overall production process and should be applied carefully for maximum impact.
If you would like to add something or comment please feel freely to do so.