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5 (Bonus) Helpful briefing tips when engaging any 3D company

1) Weather & Atmosphere |

- Rain, hail, snow, sunshine, fog, and dusty days all contribute to the mood, emotion, or story we are visually telling.

- Awareness of the weather and how it impacts the mood and emotion it evokes are factors to consider, especially if a photoshoot is involved.

- When done right, a good weather choice can make an image look incredible.

- Sometimes, pushing the boundaries is great; however, keep in mind the impacts on sales and reach.

As a general guide,

- Rainy or overcast days can soften the mood - especially when selling at the height of summer.

- Clear, sunlit day can evoke a happy or uplifting mood - mainly when used at the end of winter.

- Fog creates a sense of mystery or intrigue - best for romance or inspirational projects.

- Snow reminds us of skiing holidays in the mountains. However, in the city, it can remind us of a freak storm.

- Dust or ‘atmospheric pollutants’ is best used sparingly but, if done right, can look magical.


2) Composition |

- Composition is dependent on the visual communications and emotion we’re inspiring as well as the type of project. A tall tower for example would only suit Portrait, unless it's on the horizon.

- Balance and Asymmetry with the built form or architecture are two ways to think about composition.

- A balanced image is easy on the eye; however, considering depth within the image tells a stronger story.

- Asymmetric images require a little more thought. Use it in context with other techniques to bring harmony and balance, like light and shade.


3) Light & shade |

Following on from composition, techniques to balance or unbalance an image can be used to garner attention.

- Using Light and shade left, right, top & bottom as a juxtaposition

- Dappled light through trees softens renders and can guide the eye or highlight general or specific details or areas.


4) Near, far & perspective |

Objects in a scene should provide depth and invite viewers ‘into the scene’. - Objects or architectural elements close to the camera should give interest or curiosity, while objects in the distance provide context and a story to ponder.

- This is typically why architectural renders are set on a 45° angle, dividing the images into 3rds, with the longer side diminishing into the distance left to right.


5) Realism techniques |

- A great technique to look for is any object or surface in the foreground must look believable, this sets the expectation for realism across the rest of the image.

- Reflections should look and feel accurate - predictable.

- The use of blemishes, dust, dirt, puddles and weathered surfaces is the best sign of realism. However, it must be used sparingly on a new development.

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