A lesser known 'secret': 3D rendering shifts the viewer's belief in what is possible and attainable. This 'shift' in perception keeps the client engaged and creates an emotional 'buy in' to the architect's design. The client begins to walk the passages, reach for the appliances in the kitchen, feel the afternoon sun in his favorite chair on the patio of his new home long before any earth has been disturbed on site in the real world. What is this client engagement worth to you as an architect? What value do you place on shifting your client's perceptions? As a render artist, when an architect haggles over the affordability of 3D work, I know he has yet to grasp the power of 3D. For those who use 3D services and approach me for mine, I already know that rendering has fast-tracked their credibility, influence and reputation to at least some degree, without knowing their history as a company. Such is the power of the virtual world. 'Can you afford not to use 3D rendering? ' is more the question that must be asked.... How willing are you to pay that price?
