Need for Clear Purpose Prior to Engaging a CGI firm

If you’re planning to engage the services of a 3D rendering studio for your next architectural building project, there are some things that you need to keep in mind. Think about what your overall purpose is, and ask yourself the following questions so that you are clear about your intent.

What will the images be used for? Is it for a website, brochures, or a banner? What is the objective of the 3D render? Who will be seeing the images?

These could be some of the reasons behind engaging the CGI firm:

  • You might want to get buy-in from decision makers and stakeholders, whether it is for approval of the project, interest in investing into the project, or to get your concepts ratified and validated.
  • The images could be part of a marketing campaign to help to sell the project to potential end users or tenants.
  • You might want engineers and contractors to understand the complexities of the design, so that there are no technical mishaps at the site and the execution goes under way smoothly.

Keep in mind:

Based on the end audience, the requirements that you give the CGI artist could be different. For example, you might want the building to be depicted at a certain angle, or a particular time of the day.

The kind of image you requisition could fall into two categories: Marketing Images,
or
Informative Images. The requirements for each would be slightly different.

Images used for marketing create the ‘wow’ factor, and help to convey the underlying vision and conceptual thinking behind the design.

UThese images are usually more expensive, as they will take more time, greater skills and much more effort. Marketing images should have the capacity to forge an emotional connect with the project. They should narrate the story behind the project, highlight the advantages and nudge people into making a purchase decision. By creating a buzz around the project, they will encourage customer buy-in.

These images are usually more expensive, as they will take more time, greater skills and much more effort. Marketing images should have the capacity to forge an emotional connect with the project. They should narrate the story behind the project, highlight the advantages and nudge people into making a purchase decision. By creating a buzz around the project, they will encourage customer buy-in.

At least 6-15 such images would be required, depending on the scale of the project. Great quality renders can have a huge impact on how quickly your project gets noticed, and you will find that they are very effective means of boosting marketing campaigns and driving sales.

Informative Images

There are times when 2D drawings are not adequate , and don’t really convey the complexities of a technical aspect of the design. In such cases, 3D images can be used to communicate an idea or intent, and to help people get on the same page with respect to creative solutions to technical proposals.

Informative images are low quality and inexpensive, as they are not expected to drive emotion or create any sort of impact. Strictly utilitarian and functional, they are just used to communicate what will be built.

Once you are clear about what you want, you will be able to decide on the cost you are able to set aside and the quality that you will need for the final output.

  • If you want the highest quality, be prepared to pay more and expect a longer turnaround time.
  • If you have a tight budget, cut down on the quality and resolution of the final images.
  • Need the images quickly? Check if you can pay more to get them finished on time, but with the same high quality.
  • Pressed for time, don’t want to pay more but don’t want to compromise on quality? Consider getting the images released in stages, and time your marketing campaigns accordingly. A few images can be used as pre-marketing or for the launch, and after that you can release new images every week till the entire set is done.

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