Property developers have a vision of what their masterpiece will look like before construction commences. The problem is convincing thousands that their development is worth a look, because for the building to come to fruition, they need investors to believe in that vision. Essentially, they are selling dreams and the promise of a great home, so to show people their architectural concept; they must rely on CGI render artists to bring their plans to life. Heard understands what makes the buyers tick, and we create 3D renders that show the possibilities that can stem from a single patch of land.
Although location proves to be an important purchasing decision, when buying off the plan, people often make their decision largely based on the CGI renders. These renders allow them to visualise the development without visiting a physical marketing suite. Instead, a comprehensive range of renders become an integral sales tool, as it allows them to evaluate the development’s potential. These renders are the result of careful collaboration between the developer, architects, and marketing agency and can portray everything from the building’s facade to the texture of the kitchen counter.
The interior design plays a critical role in transporting buyers into their new home. Heard Agency’s Senior Account Manager, Fetimah, says that light and sleek designs are always key when designing the interiors. Most construction companies offer varying colour schemes, but lighter schemes are proven to be the most popular. And when it comes to interior design, our Senior Architectural Visualiser, Jeff, believes that it is just as important as the building’s exterior. “You want to show them what they can have in this space,” he says. “And we need to get creative and display the right furniture to do the room justice.”
A good render deceives with its realism; essentially creating a photograph out of moulded pixels. This is done with lighting, grain, and texturing. Lights have to be correctly positioned, with the right flare and fittings to set the mood. The way the sun bounces off metal or how the rays filter through the windows need to naturally reflect the furniture, which is what many renders lack. But to achieve that photo-realism, the renders need a subtle grain, which is the random variation of brightness often found in old film footage. This gritty feel is what makes the image look more like a photograph as opposed to a 3D render. Texturing can also make all the difference. The sleek table or plush carpet adds to the authenticity of the image.
Buying a home is an emotive process, which is why creating a render that can harness that feeling of hope and wonder is paramount. Jeff creates his renders with the intention of transporting the audience into their future home. There are a few ways to captivate a buyer’s interest. As balconies become more sought-after, so are panoramic views. “Consumers love a view from their apartment,” says Fetimah, “so it’s essential that we show that in all our marketing collateral.” Another notable feature is the time of day, which holds a degree of influence despite our lack of conscious observation. A sunset, for example, emphasises the grandeur of a high-rise because it allows the CGI artist to depict the radiant glow from the building and its environment, as seen in our rooftop render for GrandH, Hurstville. “Dramatic moods will affect them,” says Jeff. “Personally, I prefer the look of dusk. It’s a stunning backdrop for any building.”
Renders make up the majority of a property developer’s marketing collaterals, from master brochures to direct mail leaflets, these images bring to life an empty lot of land. Generating the right emotion is vital in making renders resonate with the purchasers, and this is done through interior design all the way to the colour of the sky. Knowing these key points can transform a render from a static 3D image to a heartfelt photograph. For buyers, the ability to visualise their new home is crucial, and developers should never settle for less than perfect.