Commercial Architectural Visualizations

Commercial renderings clearly translate conceptual architectural designs into compelling human-related imagery, highlighting the connection between architecture and the people who use it. Visual communication is the key to translating great architectural design into visions of functional reality.

The Secrets to Success in Architectural Rendering

These five components transform the ordinary into the extraordinary.
Composition: The first determinate for a successful architectural image is the way itu2019s composed. In the same way that a musician composes a musical score, arch-vis specialists compose an overall rendering to give it proper balance and form. There are several valid ways to approach composition including the Rule of Thirds, The Golden Mean and the Armature of the Rectangle, all time-tested approaches to layout. Any awkwardness in the way major shapes lay out in a composition will show in the final product. For this reason, camera angle and direction are of primary importance.

Value: Value is the relative lightness and darkness of the elements that make up the composition. The balance of light values against dark gives a rendering its overall brilliance. Any attempt to make an image appear light-filled by making all the values light will end in failure. Donu2019t be afraid of the dark: Itu2019s what makes the light happen!

Materials: In advanced architectural visualization materials are quite complex involving many layers of information. For instance, it is not enough to map a picture of brick onto a surface and expect it to look like a real brick wall. Too small a sample will tile and repeat and form an unnatural looking pattern. Great care is taken to in arch-vis to properly randomize the pattern. Materials must be made to reflect light in a natural manner and the three-dimensional aspect of the material must be simulated to make it feel real. Brick has roughness and depth. Wood is grainy and the reflection varies according to the texture of the grain. When an artist builds a proper texture, the illusion is so complete that you do not notice at all. It just reads like the real thing.

Lighting: Here is where the magic begins. A well-lit scene draws a viewer in and keeps them engaged in the space. A well composed lighting scenario will focus the light where it counts the most reaching a viewer at an emotional level. Modern rendering software allows for nearly endless real-time manipulation of lighting scenarios that customize a scene to a clientu2019s needs.

Pizzazz! (Post-Production): Photo and Video editing software play a key role in bring a rendering image to life. Rendering software allows for the output of several layers of information allowing an artist to control reflection, refraction, specular highlights and dozens of other elements separately each in its own layer. The result is a dazzling powerful image which highlights the strength and purpose of the design.

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