6 Goals That You Should Aim for With Architectural Rendering
6 Goals That You Should Aim for With Architectural Rendering

We are living in a time when digital technology is developing very quickly. Just a decade ago, architectural rendering and virtual design were overall very rare. However, today they have become a standard and are improving along with technology.

Architectural rendering can be very effective for marketing. A lot of big retailers are already utilizing the potential of renders to present their products to customers in a realistic way. On the other hand, architectural firms are dominating the pack with photorealism when they market services and products to their customers.

However, quality visualizations aren’t only about textures, lighting, and colors. They’ve gone a long way, and this is why they can reach such large audiences. There are several elements quality renderings need to have to be up to the latest standards. Today, we are going to talk about these goals.

Tell The Right Story

The fundamentals of storytelling are essential in writing, movies, branding, and now, architectural rendering. A good story can make the audience care more about your products or services and engage them more easily. The first step is to understand the expectations and goals of your clients.

You need to plan your renderings in a way to present the right narrative. To frame your rendering properly, you need to establish your ideal audience. It’s impossible to make the whole sales pitch in conferences or meetings.

You need to make your work do the talking for you. This is where renders come into play. Consider what the narrative of the property will be, take into context its neighborhood, nearby facilities, and fit them all into the story of your visualization. This will help people imagine what it would be like to live there.

It Should be Unique

A lot of architectural companies or professionals start to lose patience with their work. Some of them do this because they simply get tired of the work they do while others want to finish up as many projects as possible to earn more money.

You should develop a process of your own over time. However, this doesn’t mean that every rendering should have identical elements without any creativity invested in them. No matter how difficult it might sometimes be, each project has a story of its own, and you need to try and showcase it as best as you can.

The only way to do this is by being creative, adding unique elements, and trying to make it into something special. If you use a “template,” it will show in your work, and people won’t find your portfolio interesting. Try to be innovative and put in the necessary thought and time into your projects.

It Should Win Over New Projects

When someone goes through your portfolio, they will have limited time for each of your projects. Your work needs to impress them quickly for you to get a new job. Combine different interior and exterior vantage points, try out different concept angles, choose the elements that potential clients would want to see, and so on.

More importantly, look to showcase these four fundamentals:

●        Beauty

●        Functionality

●        Poetics

●        The journey

We understand that these things are somewhat open to subjective interpretation, but it’s what leaves the biggest impression on potential customers. Think about how your work can showcase these things and in what way does it provide uniqueness.

Why is it the best and most unique of all other similar works? Why is it convenient and easy to use, and how does it dazzle potential customers? How did you start working on it, and how did the whole process go?

These are just some of the questions that need answering.

Make it Realistic

Things like the light angle of the sun, shadows, textures, lighting, composition, lens choice, and time of the day can all impact how realistic your work is. All of these things combined can make your rendering look professional or make it look genuinely realistic.

However, creating a realistic design isn’t only about how excellent your technical skills are. You need to add lots of custom elements and pay attention to details. Think about things like during which time of the day your project should be presented? Should you have people and vehicles?

What is the demographic of the area? Is it a residential property where people are dressed casual or a commercial office building where everyone is wearing suits? If it’s a large company, it can’t have enormous offices for all employees.

The goal would, of course, be to make it functional and cut down on costs by making the most out of the space. Think about details like these as they make your work look even more realistic. This will further make your story pop up even more.

Present Options to Architects/Clients

In certain stages of projects, you might have to make decisions that can completely change the integrity of the whole design. In these situations, you should consider presenting different renderings to your architects, clients, or stakeholders.

Giving them a choice is generally a good idea just as long as both designs are plausible. The designs should emphasize different aspects of the project. For example, one option could be the cost-efficient solution, while the other would include all the expensive functionalities.

Make sure that you showcase both the pros and cons of both designs. What’s most important is to make sure that they both look objective. Don’t hide their shortcomings or advantages. This is how the people you are working with will be able to make the best decision for the project.

If you are specifically making a different version for the client, make sure that both designs truthfully represent the benefits. It’s not up to you to make the decision. Even if the client chooses something that is objectively worse, they are the ones who will be living/using that space, and it’s up to them to decide.

It Should Incorporate the Whole Strategy, Not Just the Digital Design

As a digital artist, you can’t focus only on your part of the work when creating a rendering. Your work is deeply connected to the work of marketers, developers, and architects. You need to consult with these people to comprehend the story creation and development processes.

Architects can sell their designs with quality renderings. They can give you valuable advice on which design elements to highlight and how to scale the whole building. Marketers will be able to provide you with more insight into the general branding strategy.

Developers can guide you through the construction steps and help explain functionality. If you take into account how your digital design connects to other aspects of the whole process, you will be able to deliver more successful renderings.


These six essential goals will make your renderings more effective. In the end, remember that your visualization isn’t about you or other professionals. Your primary audience needs to be able to understand them. Conveying a strong message will make them more interested in the whole project and lead to better business results.