When ordering a 3D visualization from a 3d rendering studio, owners of architectural and construction companies rely on the designer’s ability to provide an impressive view of their building. But clients will often look at the rendering and go to a competitor. Why is that?
Sometimes the reason lies in the quality of the 3D rendering. In this article, we will discuss why it has such a great impact on prospective customers.
3 Reasons Why People Are Averse to Poor Exterior Visualizations
According to scientific research, our brain is 60,000 times faster in processing visual information than text, as:
- 90% of information perceived by the brain is visual
- 70% of sensory receptors are located in the eyes
- Processing visual information engages 50% of the nervous system
Simply put, we are adapted to exploring the world mainly through our eyes. This means that poor 3D will alienate a prospective client before you even start praising your services. They wants to see their future in one of those houses you visualize, and no one wants to have a low-quality future.
Intent or Omission?
With the rapid growth of the 3D industry, poor quality of rendered images is becoming almost entirely attributable to the designer’s discretion and not an accident or a “tight budget”. Such things might be excusable for a small company that is just starting out, but if you position yourself as “a team of professionals,” this is plainly disrespectful and insulting to your potential customers.
Take a look at these images:
These are not drafts or sketches: some companies are not ashamed to put this in their portfolios. Let’s see what is wrong in these pictures (with all due respect to our colleagues, we cannot call them renderings):
The materials are not elaborated. Not at all: no textures, no reflections, no three-dimensional space as such. Nothing to grasp the viewer’s attention.
Here’s another one. The house hardly casts any shadow due to the hard light. Any photographer will tell you to avoid midday light as the hardest and dullest, making even real pictures look flat. The grass in the above image above is non-existent and replaced with a patterned thumbnail.
Neither is there any landscape: there’s a perfectly flat terrain, which never occurs in nature.
A common feature of such renderings is the lack of elaborated surroundings: an unnaturally smooth landscape, a complete absence of grass, a weird cheap texture, or a couple of trees cloned all over instead of a proper forest visualization.
In this picture, for example, there is no grass except for a boring green fill. This is a work of someone who knows nothing about 3D visualization — or just does not want to spend his effort creating realistic renderings for their clients.
The designer uses patterns wherever and whenever possible (and impossible). Look at the trees, the grass (or rather the lack thereof), the windows: everything’s repeated over and over again. As we mentioned in our previous posts, that is a no-no.
Look at this image: it seems as if the building has no windows but plain rectangular openings. Do you think your clients would want to live in it? Will the image convey a sense of warmth and comfort? With a properly designed 3D visualization, the effect would be exactly that.
Beginner-level Photoshop skills. Some designers use Photoshop in creating their visualizations, because they are either not familiar with the 3D art at all or trying to get everything done five minutes before the deadline. This leads to objects (people, cars, trees, etc.) added haphazardly, such items being brighter and of higher contrast than the scene itself and usually casting no shadows. But choosing the right lighting of both the objects and the enclosing setting is fundamental to high-quality 3D visualization.
The most confusing thing about the below image is the people: the couple on the left seems cut out of a photograph, and the guy next to the entrance looks like a cartoon character.
Look through a photographer’s eye. Remember those excellent 3D renderings that you would not distinguish from a real photograph that we discussed previously? You don’t get anywhere near that using such cheap methods: the picture feels artificial, all objects being piled up and lacking any composition whatsoever.
Odd proportions. Objects in a low-quality 3D will most always have wrong sizes and shapes. Cars too big compared to the building, people taller than they should be, and other mismatching details will always cause internal dissonance, repulsing the viewer.
Consequences of Poor 3D Visualization
It’s simple: you’ll repel your clients. By demonstrating an exterior of such quality, you will make them question your own competence. If you saved on designer services, will you be professional in providing yours? This is a question that your clients will keep asking themselves.
The Electrical Contractor magazine once aptly noted: in a service-based society, the quality of service has become more essential to a company’s success than the quality of its product. Those who strive to improve the service already have a competitive advantage over those who are lagging behind.
3D rendering is certainly one of those aspects that will affect your company’s image. When customers see a cheap work, they will “map” this negligence to all your future cooperation.
High-quality rendering does not necessarily cost a lot — you can find a proof in our previous article on good 3D renderings and, as a matter of fact, in our own portfolio. So if you want to impress a client, hire 3d rendering studio who understand what they are doing and will give you the results you need instead of amateurish pictures.
And as a small bonus for watching these eyes bleeding images, let’s see something beautiful: