What is Visualisation?

Sometimes it is good to step back and consider your industry from the standpoint of a new customer or someone unfamiliar with all the terminology, styles, time scales, ideas and innovations in your sector. If we were selling sausages it would be somewhat more straightforward and we could extol the virtues of Cumberland over a Toulouse as well as the next person. However with visualisation the goal posts are constantly moving, new innovations coming online all the time and it can be a confusing world to the uninitiated.  Below is a quick guide for those looking to commission some visuals.


The first maze of confusion set by the industry is one of what to call the process and the product.  The following are the main names in circulation: CGI, Visualistion, Rendering, Artists impression and Photomontage.  But there are others that we have enjoyed over the years including: “Mainframe!?” and “Imageration”!?.  The main names are more or less a similar product, we like Visualisation as it sounds a bit more posh.  Certain client areas tend to call it particular things: Developers and Agents tend to use CGI white Architects prefer a visulisation or rendering. In truth they do have slightly different meanings but that’s for another time.


Right, here is a basic overview of the visulisation process (not exhaustive by any means but gives you the basics).

·         Developer or Architect Commissions images/animations.

·         Architect provides visualiser with a full set of drawings and or 3d Model.

·         Visualiser creates or refines a 3d model.

·         View angles and flightpaths are agreed.

·         Photography is undertaken if needed.

·         A lighting study on the model is created.

·         3d model has materials added.

·         The 3d Model is rendered (turning a 3d digital model into a still image/film).

·         The raw render is the post edited to add people, adjust colours and do final tweaks.

·         There will be a few additional steps for work in progress to be reviewed.


Key Considerations.

Timings – visuals can take anything from 4 days to 6 weeks to complete.

 Design Stage - Is your Design frozen? – if your design is frozen it will be cheaper to visualize, if there is a requirement to review and adjust the design it may take longer and cost more.

 Target Market – What are your visuals for? Planning, marketing, Verified? Do they need to be printed at large scale? 72dpi or 300dpi? Will they be in a newspaper campaign?  Will they work internationally.  All these factors will affect your requirements and how your project is approached.

 What’s the Story – How does your visualization fit into your wider property marketing strategy?  What are the key messages you want to convey from the imagery.

DJS have been creating leading visualisations for the last 6 years for clients in London and worldwide.  If you would like to know more, contact Gregg Stone in the office and arrange a meeting, we would be very happy to show you how we work and how we can assist you.

Gregg StoneComment