Realistic 3D modeling and rendering help architects win clients through emotional marketing. The effectiveness of the latter is proven statistically. As HubSpot informs, advertising materials that engage the prospects’ emotions sell twice better than rational ones.
That is why professionals in all spheres tend to use emotional marketing to gain more clients. But in the case of architecture business, using this method is not that easy. How to present a project impressively if it exists only on sketches and drawings at the moment? Is it possible to tap into the prospects’ emotions before the design is brought to life? It’s rather doubtful that black and white schemes and figures will stir up clients’ imagination. So, should the architects abandon the idea of using such an effective tool as emotional marketing?
Not at all! With realistic 3D modeling and visualization, the architects can demonstrate their ideas in a way that allows prospects to connect emotionally with the presented design. Which can make clients and investors more likely to sign a deal with the architecture specialist. What are the ways 3D architectural visualization makes it possible? Let’s find out!
#1. CGI conveys coziness of the spaces
Realistic 3D modeling and rendering convey the ambiance and mood of the future dwelling — exactly what sketches and drawings cannot do. The latter means only explain the way the elements will be arranged and provide a general understanding of the design, leaving the rest to the viewers’ imagination.
While with CGI, the audience can not only see the layout, architectural solutions, textures and materials of the walls and ceiling, etc, in life-like quality — they can also experience the feel of this space. To achieve such an effect, 3D artists masterfully use software like Maya, Blender, and 3ds Max to add special details to 3D images. These elements may be household and decor items, food and drinks, and more. For example, 3D visuals can show a mouth-watering breakfast on the table in the kitchen, colorful toys on the floor in the kid’s room, or steam on the bathroom mirror — as if the homeowner just took a warm shower and left. Scenes with such details help emotionally engage the audience, allowing for imagining their future life in the house.
#2. Realistic CGI showcases the beauty of surroundings
Realistic 3D modeling and visualization allow showing the future house in context. So, with CGI, the audience can not just see the building itself but also feel the vibes of its expected surroundings. 3D images can precisely reflect the visual appeal and mood of any place, be it a lively metropolis, a calm little town, natural landscapes such as woods, fields, mountains, and so on.
For example, when the viewers see the beautiful lake and mountains surrounding the fancy villa on the image above, they are likely to start dreaming to get to this place. Which can positively sway the final decision about the deal with the architect.
#3. CG visualization displays people
Along with showing the house’s interior and exterior, realistic 3D modeling and rendering services allow for “populating” the displayed locations. Skilled 3D artists can create 3D models of human figures digitally. Or, they can use shots of real humans from Chroma Key templates — which makes the 3D visuals hyper realistic.
When the viewers see other people working and chilling in the future location, or walking in the nearby territory, they can easily visualize themselves in this space. And therefore get a better understanding of how they are going to feel there.
For example, in the CG render above, the audience can see the woman enjoying the breathtaking view over the forest from the terrace of a modern hotel. When looking at the CG picture, the prospects are likely to start imagining themselves standing there and experiencing the calmness and beauty of the surrounding nature. Which will help them establish an emotional connection with the design.
#4. CG animation engages viewers with stories and music
Realistic 3D modeling and rendering allow for creating not only static images but also 3D animations. It’s short photoreal 3D films showing the final result of an architectural project in motion. 3D animation literally takes a viewer for a walk around the location, becoming a bright life-like experience.
3D architectural videos are often based on interesting scenarios — which helps tell engaging stories about the future life in the dwelling. Also, 3D movies can include a specially selected soundtrack. The right combination of the visual part and music makes the emotional impact of 3D animation really powerful.
#5. Realistic 3D modeling paves the way for immersive VR and AR experiences
Augmented and virtual reality technologies, which are based on realistic 3D modeling, are transforming many industries today — including architecture as well. These innovative tools allow architects for turning presentations into absolutely immersive experiences.
For example, using an AR app one can overlay a realistic 3D model of the house onto the already existing location and see what the dwelling will look like in this place. Then, the app users can even “come inside” the virtual building and walk through the rooms! There, they can examine the interior design and look out of the windows to see the view. So, in an AR presentation, the real world unites seamlessly with digital reality. This effect is bound to wow the audience and give them memorable emotions.
Realistic 3D modeling and visualization are powerful tools for creating the most impactful emotional marketing materials for architects. They allow for conveying the coziness of the future space, as well as for showing its surroundings in photoreal quality. Furthermore, with CGI, it is possible to show people in the visuals, and also demonstrate a 3D movie about the project with an interesting scenario and a good soundtrack. And what’s super exciting — 3D technologies allow the viewer to get an immersive experience with the help of AR and VR.
Want to take all the benefits from emotional marketing and win clients for your architectural projects easier than before? Opt for professional 3D modeling and visualization services to achieve just that!