Architects are excellent at creating spectacular, innovative designs. However, the sales area often isn’t the strongest of their skills. Unfortunately, this prevents architects from presenting their projects right. Despite all the efforts, presentations can fail, and the audience will miss out on all the wonderful features of the architectural design presented.
All that is because universities don’t teach architects that a good presentation is 50% of success. As a result, they place the outcome of the project on sheer luck. While a truly effective presentation is a skill, based on the findings of marketing, negotiation theory, and, of course, psychology.
But what if there were a simple recipe for a perfect architectural design presentation? A scenario that makes the projects reach the audience, helps concepts to be appreciated at their true value, and gets the contracts signed?
There is a secret indeed. And it is easy: stop seeing the design presentation as a demonstration of an object for construction. Instead, talk about the idea behind the concept.
Still not convinced? Discover the reasons for which the shift of focus is the only right approach.
#1. Clients Buy a Lifestyle, Not a Product
That is, customers seek to know what their life would be like after the purchase. How all the guests will compliment them on the beautiful house, and how charming and cozy the child room will look, how functional the kitchen studio will be. Look at the Apple brand, for instance. The company sells not only high-quality gadgets but also a style of life that Apple consumers obtain using the product.
#2. Customers Are Afraid of Difficulties
Clients don’t like complications and waiting in general. They fear and avoid them subconsciously – which is perfectly reasonable if you think of that. Certainly, Architects can talk about the construction at architectural design presentations. In fact, they should, – but only when the customers see the idea behind the project. Even better – when they’re in love with it.
#3. Customers Are Interested in Benefits, Not in Technical Features
During presentations, architects often focus on subtle technical features of the design. Though they might delight fellow specialists, customers often get bored. What the audience would love to learn are the benefits of the given architectural project. Describe in detail how trendy the solution will look at the parties and how the family will still be spending time together while doing different things in different areas. The audience should see themselves living there and benefiting personally from every single feature you present.
#4. The Audience Is Susceptible To Framing Effect
From the point of view of marketing, architectural design is an offer, while the idea is the packaging. And the truth is people perceive the product differently depending on the way it is packed. A phenomenon called the framing effect shapes the customer’s perception of any object for sale. It operates subconsciously, so consumers don’t know why they prefer this or that product, though, technically, the goods have the same characteristics.
This is why major companies invest millions into creating and testing new product packaging designs, and the restaurants compete for the elegance of service and create elaborate metaphoric names for the dishes. The same principle applies to an architectural design presentation. Show the audience a beautiful idea of the concept, its benefits, and the future possibilities it holds – and the clients will be thoroughly impressed.
This way, concept ideas are more appealing to customers than objects with a range of features. But then, another question arises: how can one turn a building project into an idea — a product that doesn’t even exist yet?
Actually, there is a range of effective solutions provided by 3D visualization services that really work. Use them separately or in any combination to make the ideas look real.
3D Solutions for a Powerful Architectural Design Presentation
Architectural Visualization
It is a high-quality illustration of a building design. It’s an impactful advertising image conveying all the technical features of the architectural design and placing the object in the most flattering environment. There are different styles of architectural visualization that help achieve different effects. For purposes of a design presentation, the photoreal style is probably the best. But specialists take care of all that, so you needn’t worry about thinking everything out. Just come up with a comprehensive Technical Assignment – and concentrate on what you love doing. Follow the link to discover how much time an architectural project takes.
Virtual 3D Tours and 3D Animations
These solutions allow the client not only to see the design but also to go on a tour around the project. Both virtual tours and 3D Animations are highly impactful options designed to impress and provide the customer with high-level detail.
Virtual Reality
VR is a state-of-the-art 3D solution that produces the most powerful effect. VR lets the client see the architectural design as if in real life and get inside it. It turns presentation into an experience that is really close to the reality. In fact, it is no longer a presentation but a tour into a dream, a truly immersive experience. Another plus is that when using a VR headset, customers cannot be distracted, which often happens at the 5-minute mark of a traditional presentation. It’s impossible to wonder what sort of dinner you will have today or what weather will be like tomorrow when walking inside a true virtual world, looking at the most spectacular architectural design you’ve ever seen. This will definitely leave a long-lasting impact!
In addition, there is another task 3D visualization solutions cover: they advertise the design. The thing is, architects often have a hard time learning to talk like a salesman. They are often men of deeds and facts, not words. The good news is that 3D solutions take care of 50% of advertising part at least. It’s better to see something once than to hear about it a hundred times.
Want to learn how much your project costs? See how we evaluate 3D rendering projects
As you can see, the success of an Architectural Design presentation is a totally achievable goal. To nail it, the architect needs to follow some basic rules and use the most effective means possible. For high-quality 3D Visualization services, contact our 3D rendering company. We’ll create solutions that convey the unique story of your project!
Irma Prus
Content Writer, Copywriter
Irma writes articles and marketing copy for ArchiCGI. Her dream is that more people discover the power of CGI for architecture. Irma is into neuromarketing, ruby chocolate and Doctor Who series.
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