3 Insights to Maximising the Impact of Your Visual Collateral
In the world of increasing competition in the project marketing arena – it is becoming extremely difficult to stand out. There are many options available for visualising projects and creating artist impressions through to fly-through animations of developments.
However as everywhere else not every image is created equal and some images have much more significance and appeal, so ensuring that your project marketing includes more of these and less of the ones that will be disregarded by your purchasers is a key focus for us at Eagle Vision.
From the experience of having worked on many hundreds of projects, there are certain things that can be done to improve the effectiveness of your visual collateral for the project without breaking the bank.
After ensuring consistency between the images and the branding collateral, one of the key features of effective 3D artist impressions is to evoke emotion and compel action from the buyers who are typically not very good at being able to visualise 3D spaces.
The following 3 insights present a quick summary of points to increase your 3D visual effectiveness in the marketing campaign.
Insight 1 – Visual Impact is all about the mood
In the example above everything was about setting the warm morning mood for the future residents of a project and also being able to clearly separate these three properties from the rest of the development which was an apartment style project.
Visual mood is developed through the lighting, soft landscaping and shadow play on the windows from the trees. All of these combine together to present how living in each one of the units is going to be.
As a result when this campaign launched – the three townhouses were reserved within days of campaign launch at an average price of $1M each.
With the visual mood of the image – it is about standing out and creating a point of difference to your project.
Insight 2 – Emphasise Features through Clever Angles
Every development has certain elements that should be emphasised and highlighted through the 3D imagery. In the example above – we created this image to highlight residential access and used a lot of landscaping to soften the overall contemporary sharp angles of the project.
As you can see – the overall development being quite diverse in its nature of combining residences with gardens on the ground floor and double-storey terraces above – it was about producing an image that would emphasise that diversity and then bring it about in a style that diminished the overall bulk and impact of the project on the street.
In a completely different project – one of the main features of this apartment development was an expansive roof deck looking out onto the city.
The key objective for this image was to highlight this quiet sanctuary that could be used by residents in a variety of ways including a little yoga area. They could then imagine themselves waking up in the morning for some exercise and be looking out towards the city above the rooftops of houses below.
Furniture pieces and planting entourage were then selected by us together with the client to complement the finishes of the roof deck for maximum impact.
In another example of a tight courtyard space – we presented this area showing the living and the bedroom areas from the outside deck. Then camera angles were widened slightly to emphasise that space and create a feeling of spaciousness to entice purchasers to these townhomes.
3D artist impressions allow much more inventive and spectacular images to be presented that emphasise key features of your project
Insight 3 – Combine Areas Where Possible
In some instances there is a better way of approaching the interior renders especially for apartment projects. Often the living and the kitchen/meals areas are positioned in such a way that a combination of these areas could be shown in a single image.
This allows us to really utilise the power of 3D visualisation by cutting through walls and showing both spaces in a single image.
Then as the image is a wider image – it could then be easily cropped in two by graphic designers or positioned across a fold in the brochure and then both the living room and the kitchen can stand out on their own. This is especially useful in narrow apartments where if a typical ¾ perspective image was utilised it would only really show a long tunnel towards the balcony or a zoomed-in shot on the kitchen area.
The other situation where a combination of areas works well is if the target market of the development isn’t quite as discerning and the design of the development doesn’t allow for zoomed in images – it could also work well to present both the kitchen and living areas in the same area.
In the image above – the apartments were priced competitively in a first-home owner/investor target market and sold out well with less imagery because it was more about the location and proximity to amenities than as much about the actual finish and specifications of the interiors.
Impact is not about quantity – but the quality of what you are selling!
Selling Projects isn’t Always about More, But Better!
Marketing developments off the plan is a complex process that involves a lot of components all coming together like a bit of a puzzle – but when it comes to 3D visuals for the project – keep the insights above in mind as they can help you save money and maximise the impact of your artist impressions.
Remember the target market has a really hard time visualising spaces and if there are compromises – often they are better off being shown in a smart way rather than trying to hide them. 3D visualisation allows a lot of freedom and creativity when utilised effectively.
To your development success,
LREA, BEng (Mech with Honours) / BTech (Industrial Design), VPELA