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Using render engines to visualize concepts

April 2017

Years ago I started learning 3D rendering in order to visualize interior and product design projects for my clients. When I first rendered these old renders I was amazed how realistic they looked compared to hand drawn sketches and screenshots from the 3D software. With decades of development in software and skill realistic 3D rendering has gotten to an entire new level and visualization as never been more tangible as it is today.
We've observed that a picture tells more than a thousand words. A picture communicates form and aesthetics unconsciously. The old way of selling an idea was for a lot of clients an act of summing up the facts. "this table is made of solid mahogany that is one inch thick and it'll last you a lifetime" We entered 3D renders into the equation placing the project in the center of that which they already were familiar with. This is where subconscious recognition plays a subtle role of reaffirming a sense of trust an familiarity with the conscious focus on the design itself. Creating ever more detailed and realistic visualizations of a design.
This way we transform a deal from a conscious decision based on facts into an emotional decision based on subconscious impressions and associations with that which we are already familiar with.

The theory behind this approach can be perfectly summed up by the BBC documentary
The Century of the Self by Adam Curtis 

These are the slideshows portraying our development of 3D renders throughout the years and is one of the journeys we took into modern day marketing strategies.

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