How does 3D Visualization help in Marketing?

Sketch work is usually presented in the earliest stages of the design process and CAD produced detail comes later when more complex solutions need illustration. CAD representation and hand produced 2D sketches invariably spring from the 3D concept developed in the mind of the architect.

Such early work is essential in gaining client approval. However, illustration in the 2D form usually requires the support of detailed discussion and often extensive persuasion before the client’s imagination can be fully engaged in the architectural concept of the project.

How frequently do you hear the words – “…that’s not how I imagined it…”?

Often 3D computer modeling services are not used unless the client fails to grasp the concepts of the design and is in need of more sophisticated illustration. The architect effectively finds himself using the 3D rendering process to cover aspects of client approval that should have been established immediately following the presentation of early sketch work.


Presenting a 3D Model is More than a Marketing Tool.

With the early 3D multimedia presentation, keeping costs down to a modest level is essential and judging the amount of detail to present in such 3D rendering is a process best refined by experience. Delivery of too much detail will often lead to higher than necessary presentation cost. Excess detail may also create a situation where the client becomes focused too closely on ornamentation, interior finish and other aspects of the design that, while needing full attention later in the project, have no place in early stage discussions.

On the occasions where a presentation results in the award of a project, early delivery of 3D illustration places the architect in complete control. The client, instead of receiving a sophisticated graphic intended to resolve a specific issue, is given views, aspects, and walkthroughs from the outset which will best secure the design concept.

Visual solutions are presented from the start and the client is never required to use imagination. Both client and architect are looking at the same image of a finished product and there is less room for miscommunication.

Early stage discussion between architect and client becomes less time consuming and more productive. Real solutions are reached faster and more equably. Changes made to the 3D computer model can be examined from all views and plan and elevation is updated automatically.

The whole process leads to smoother project delivery, less time and resource wastage and a happier client.

Building a Portfolio for General Marketing.

Of course, not all presentations result in the project being commissioned.

Provided the outlay on the 3D model has been kept reasonably modest, the presentation itself will become a cost-effective component of the architect’s portfolio. In addition to website display, static and dynamic multimedia illustration, including walkthrough and flyby presentation can be saved in high definition quality to DVD or pen drive and used as a marketing tool, which should prove to be a real client winner.

With carefully considered 3D modeling, communication and understanding between the designer and the client becomes much more effective at all levels. This applies from the early bid stages, through the interpretation and presentation stages, to project delivery and completion.