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There are many discussions around which is better, architectural visualisation, or photography. The truth is that they each have their strengths, and when combined can bring even greater creative and commercial opportunities.

We have discussed how to best use 3D visualisation and photography, but for this post we’re taking a look at where architectural visualisation has the jump on traditional photography methods for property marketing.

Aside from the obvious benefit that you can only photograph something that already exists there are many other benefits of architectural visualisation over photography in property marketing. Here are our top 5, in no particular order.

1. 3D Architectural Visualisation is much more versatile

Virtual cameras used in 3D visualisation can change position quickly and easily to give different view points. Weather conditions can be adjusted and trees, cars, people etc can all be added or removed from the scene at the click of a mouse.

Depth of field and soft focus can be added at any point to enrich and improve models, and many special effects can be added to help improve the views. The resolution of your images can also be adjusted for printing at different sizes, for example – if the images are to be used in a property marketing brochure.

2. Save money and time on production

No building sets, installing studio lights, deploying a photographic team and sorting the headache of arranging everyone’s schedule to meet in a set place at a set time. With one 3D Architectural Visualisation artist working on the project costs can be kept much lower. The artist deals with the modelling, lighting, materials, colour tones, post works, final output, to name a few of their sublime skills.

3. Added interactivity

A huge benefit for marketing with 3D visualisation is the creative edge and interactivity created by animating the camera to create fly-arounds, walk throughs, any number of engaging animations.

The only limitation are your ideas and creativity. Craft stunning animations that simply would not be viable in the real world due to either costs, or the laws of physics. The possibilities of using virtual cameras becomes especially useful for property developers who want to create an enhanced property marketing campaign, even before the property actually exists.

4. Increased flexibility

The ability to make changes and design decisions on the fly and make the necessary adjustments before the product is realised can bring unparalleled flexibility to your marketing planning and asset creation.

3D Architectural visualisation is a powerful design tool allowing designers to flag up design flaws long before production. If you can adjust design problems before prototyping or going on site to start building you can save a bundle of cash, and a heap of time.

5. Going beyond the limitations of real cameras

The ability to use computer generated lenses with the ability to achieve fields of view which are not possible in the real world literally adds a 3rd dimension to your marketing visuals.

A 3D architectural visualisation camera can be setup to see 360 degrees if required, making it an ideal tool to create truly virtual, 360 virtual tours. Create stunning panoramic views without the need for stitching or using a distorted fish eye lens. The 3D camera lens can also shift up and down which is incredibly complicated in real world photography.

So there you have it, just a few of benefits of using 3D technology in architectural visualisation that can make a big impact on your next property project.

You had me at Architectural Visualisation. What next?