One of the most challenging aspects of any design process is ensuring clients, investors and even individuals from the same team have a clear vision of how a project is going to look once finished. Stuart Smith, director of digital media at Aberdeen-based design consultancy Lighthouse, discusses why 3D visualisation techniques are becoming increasingly important to the design industry.
3D graphics are often used to promote major civil engineering developments such as the 2012 London Olympic stadium, or significant new architectural projects. "However", Stuart explained "3D graphics shouldn't just be reserved for million pound development projects. More and more small companies are benefiting from investing in new presentation techniques which make it easier to visualise the end result whether it is a building, a new piece of technology or an exhibition stand. Still images are often just not enough to allow people to fully understand a design concept. If the client isn't used to reading technical drawings it can be difficult to paint an accurate picture in their minds."
A significant benefit to working with computer generated graphical representations is having the flexibility to integrate video and photography. A new building can be shown in its final surroundings, or branded signage demonstrated in situ.
Once a 3D model is created it can be rendered as point-of-view images or as interactive 'fly-arounds' where you can view the scene from all angles. This is particularly effective for architects to show building layouts, fixtures and decor, or the effects of light and dark within premises. This can be very beneficial for client, and staff, buy-in in costly new developments.
"Its not only architects who are benefiting from the use of 3D technology. In a recent project for the health and safety department of Wood Group, our design team created a 3D representation of the client's building and outlined the route staff would take to exit the building in the event of a fire. By presenting the information in the form of a virtual tour we were able to clearly illustrate the emergency exit routes and assembly points in an interesting and memorable way" continued Stuart.
"This kind of practical HR resource can be developed for training purposes to be more interactive, almost like a video game, to show how incidents can affect exit plans. 3D simulations can safely show and test emergency strategy, and train staff in a safe environment."
Computer generated models can also be a powerful addition to any product presentation. The 'exploded view' which separates out the components of the design can demonstrate clearly how a product functions, stripping away layers to reveal the inner workings. In the visualisation of exhibitions and events, models can show how stand arrangements, graphics, displays, walkways and computer or video installations will be placed before construction. The 'fly-around' or 'walk-through' can then simulate the visitor experience and help decide the best arrangement to ensure an inviting stand that allows people to view the exhibits and circulate freely.
Integrating the latest technology into your presentation can give you a competitive advantage by portraying your company as innovative and forward thinking. By working together with an experienced agency businesses can be sure that they will be getting a product which clearly communicates their message and adds value to their project.
