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Pronunciation: (är’ki-tek”chur)
the profession of designing buildings, open areas, communities, and other artificial constructions and environments,usually with some regard to aesthetic effect.


Pronunciation: (vizh’OO-u-līz”)
to recall or form mental images or pictures.


Godrej Platinum, Mumbai – 3D render for Godrej Properties by Elemental Crafts


Architectural visualization is the process of taking a property development or other building and creating a visual image of it such that the viewer can see the final product. It short, it’s what your building will look like when it is done. Or better still, when your client is in it.

If your project is just a hole in the ground, or even 20 stories of concrete in a half completed office complex, it can be hard, if not impossible for your clients to conceive what the project will look like at the end, and more importantly see themselves in it.

It’s this last point that is so important in the sales process. Your clients, whether they are property investors or prospective tenants, need to see themselves in the property before they will commit to it. They need to envisage their employees hard at work, in quality surroundings, with access to amenities like food and transport. Or for residential developments, they need to see the latest appliances and décor in an inspiring building close to parks and their favorite restaurants. In other words, they need to visualize themselves in the space.


Godrej Platinum, Bengaluru – 3D render for Godrej Properties by Elemental Crafts


Too often when developers or architects or even their artists consider architectural visualization they take it literally, and only consider the building and their fabulous designs. But this really does nothing for the sales process. What creators of Arch Viz images must consider first is the impact of the image on the viewer – the potential buyer or tenant.

This is what makes architectural visualization and the creation of 3D renders and films more than just the designs or plans for a development. By considering the design of the space, the exterior as well as interior, and by surrounding the project image with the environment clients favor – be it the urban vibe of a commercial complex or luscious green space, swimming pool and tennis courts of a housing development – the client can begin to see themselves in the building and can make an emotional connection to it.

So rather than the visualization of a structure, it is the visualization of the client in the structure that is most important. Good visualization artists create images that hit the clients’ emotional triggers as much as the actual design of the project hits their logical ones. So, for example, whilst balconies on an apartment complex are a practical design consideration to how people live, creating a photo-realistic image of the balcony, sun setting in the background, green trees all around, a bottle of wine chilling on a table beside two glasses, is an emotional consideration aimed at placing the client in the property inside their mind.

Together both the practical and the emotional make for the most persuasive sales argument.