The importance of providing art direction at the start of your project
Providing Effective
Feedback on Materials in
3D Renderings
Pro-Tip
Takeaway
Why Provide Art Direction?
All imagery can go in many directions. Communicating your desires using reference imagery is a powerful way of communicating to us what you are hoping to achieve.
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A picture says a thousand words
Often it’s difficult for clients to tell us what they want. Words seem to fall short and if you’ve ever had a failed 3D rendering you know that there are many things that can go wrong in setting expectations and creative direction.
Don’t be afraid to use multiple reference images and videos
Sometimes you want to share many different aspects of what you are hoping to achieve. Be sure to share what you are wanting us to focus on with each image you send so we understand what you’re hoping to communicate.
We love to know more about the sky you are looking for, overall look and feel, lighting, and camera angles to name a few.
Sometimes pictures can say things you didn’t mean to say
Renderings are complicated. Sometimes when you send a photo it says many things that you are not aware of. Our Artists study reference photos at a highly detailed level and sometimes it’s very important that you explain that you like a particular aspect of the image you provide.
The same is true for amenities and interior scenes
One of the most difficult parts for our artist to know is how you will use the imagery in your marketing campaign. So we assume that you may want to add your logo, text or other elements after the work is completed on top of your imagery. So we just assume that in our process unless you tell us otherwise.
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Different references can take your project into very different directions.
If you’ve crated many renderings than you will have experienced when you get the first colour draft and realize the your project has gone into a direction that was not intended. Part of the fault is in the artists assumptions if they do not ask you, and part of your empowerment lies in recognizing that all projects need creative art direction to be provided to help clarify your desired look.
Sometimes you find the perfect reference
Below on the left, you see the image referenced by the client. We used this as a foundation to determine the camera angle, and exterior scope and to pre-visualize how their project would benefit from a similar view.
Where to find inspiration imagery?
There is no magical spot but a good first place to start is our website. You can review some projects that are similar and see if you like anything. Beyond that we suggest searching google.
