The evolution of Computer Aided Design, a.k.a. CAD, made drafting easier, more precise and gave artists the ability to produce a quicker turnaround time. With this new technology, drawings suddenly came to life with 3D representation difficult to replicate by hand. Drawing precisely to scale became possible. Designs could be rotated in three dimensions, and creating overlays became as easy as clicking a button. The cumbersome aspects of manual drafting disappeared.
CAD software has always been popular among innovators. Today, smart Glass engineers are using 3D CAD design software to create realistic VR environments for users. You wouldn’t have a successful virtual reality without realistic models, right?
In a world where humans are literally hard-wired to prioritize the processing of visual stimuli, accuracy is imperative for the success of all projects that rely on visual models.
What we see influences our overall experience
According to Canva, 20% of your brain is dedicated to vision. “The visual cortex at the back does the bulk of the processing of visual information, but it then sends that information out to almost all other areas of the brain, where it is combined with our sensory information, retained in memory, or used to recall something once remembered.”
This implies that the perception of an entire experience can be easily influenced by visuals. Actually, that’s true, and marketers have been using the power of visuals to their advantage for decades.
CAD artists have relied on 3D models to paint a picture of something words could never convey. This software unmistakably revolutionized the art of drafting. However, no matter how perfect your designs are, some clients will still have difficulty envisioning the finished design as it would exist in the world. To realistically envision the finished design beyond concept, your models need texture, balanced light, and depth. This is where CAD software alone falls short.
CAD software has a new best friend
CAD software has always integrated well with other software programs, so it’s no surprise that someone has come up with a software program to take these 3D models to the next level. Lumion, a beginner-friendly rendering application, allows architects to import their 3D CAD models to create videos and 360-degree panoramas complete with landscapes and intricate textures.
With Lumion, you can edit a CAD model and watch the changes take place in the realistic environment you’ve created, all in real time. You can create extremely realistic models and the environments they exist within. This is important because as stated earlier, visuals greatly influence a person’s perception. For instance, instead of presenting a model of a shed, by placing that shed in the appropriate environment, i.e., a backyard, it’s more likely to be perceived in a positive light.
3D models require realistic context to paint the full picture
Presenting a 3D model by itself, devoid of context, won’t sell a client as well as presenting it within its appropriate context. The context for 3D models usually consists of an environment. The more context you can paint into a visual scene, the more control you have over how someone perceives that visual.
For example, if you’re drafting a model of a house, you want to present that model within a texture-rich environment that makes it look like it’s part of the neighbourhood. This context speaks volumes to the viewer.
With Lumion, you can create that environmental context by adding trees, a front lawn, a sidewalk, children’s bikes, and even a car. Marketing savvy architects might find out their client’s dream car and insert that into the scene.
While CAD drafters aren’t necessarily marketers per se, their ability to produce a model that appeals to the client is a form of marketing. A realistic design presented within the proper context will positively influence a client.
It’s time for CAD artists to learn marketing
Everyone can benefit from learning basic marketing psychology, even architects. Now that architects have the tools to incorporate effective visual marketing strategies into their designs, there’s every reason to learn.
If you’re an architect, the best investment you can make for your career is to learn everything you can about marketing psychology. Learning how to intentionally paint the background and environment for your models will help you land more clients who are enthusiastic to work with you.
