CGI Artistic licence vs fixed design

To produce the best architectural visualisations or CGIs, allowing time in the production process for creative flair is essential.

We sift through the plans, elevations, sections, and finishes schedules to determine the fixed design elements. Then, we need to decide how to fill the gaps in the design and how the space should be dressed or staged to sell the dream.  

To fill the gaps, we need to apply some artistic licence, and we have several approaches;

• Mood boards of similar spaces or developments

• Gut instinct based on 40 years of property experience 

• Selecting key furniture brands or manufacturers to style the room.

The degree of subjectivity and artistic license introduces creative opportunities and inherent risks. Much like a painting by numbers can yield a recognisable image but needs more depth and soul of original artwork, repeated changes and alterations in CGI visualisation may result in a visually appealing yet soulless representation of a space.

Introducing an artistic license catalyses innovation and creativity, allowing CGI artists to infuse their work with authenticity and depth. However, this freedom comes with its own set of risks. The divergent opinions and preferences between stakeholders can lead to prolonged production times and associated costs. Moreover, the quest for consensus may dilute the integrity of the design, resulting in a final product that feels more like a compromise than a cohesive vision.

Our tips to help get the best CGI visuals;

• Keep the team tight - too many opinions can destroy an artist's enthusiasm.

• Filter the design information; we need what you want to see, not the drainage behind the wall.   

• Use visuals, not words, to describe the final goal. We all see things differently. 

• View on a big screen, not a phone, and take time before commenting. One coordinated set of comments helps the artist to understand the creative direction. 

Either way we maitain a flexible approach to get you the best CGIs.