Architects: CGI Rendering or 3D animation for your building project?

CGI renders and 3D animations have helped produce some amazing results for Architects looking to influence investors and future customers. But how do you know which to choose for either your interior or exterior design projects? D Cube design produce both photorealistic architectural renderings and professional 3D animation and have put together this list of advantages and disadvantages with 4 key areas kept firmly in mind key areas including visual impact, interactivity, story-telling and cost.

Image Quality

Because movement has the power to create more impact than a still image, 3D animation is always subjectively better looking than even the best static architectural 3D. That’s not to say that Static Photorealistic renderings can’t also look fantastic – they can. However, movement creates more of a story to your presentation as it recreates how a person would move through the property or at the very least, how they would cast their eyes over it in real life. This is just what you need for convincing someone that a building that exists only on paper is already a landmark worth investing into.


Why look at something if you can “touch” it, walk around it or examine it closely with your own eyes? This has become possible with 3D animation. Even putting together several architectural 3D renders in order to create a 360-degree view or a slider is animation. We keep coming back to the power of movement is. it really allows presentation attendees to interact with interiors or exteriors in a variety of ways: rotating, dragging, changing elements and so on.

Immersive Experience

Immersing viewers is another important part of any architectural presentation, since it helps accentuating selling points of the project. Architectural 3D renders and 3D animation both can create imagery that can make clients really feel the atmosphere of the project. For presentations, however, it is still better to use animated visuals, as other than virtual reality, there is no better way to make a person feel like they are actually there inside the property.


Storytelling is really what marketing is all about. Here architectural 3D renders and 3D animated videos have plenty of ways to tell a story visually. As already pointed out, movement can help tell a story as it is directive with both a start and end point. With moving images, you can use cinematic techniques including the use of pace and direction of movement to create a feeling that communicates the space better than a static image. In addition to standard techniques used in advertising: adding relatable context, showing content visitors or dwellers, dramatic POVs and so on.



when it comes to price and turnaround time, Static Architectural 3D renders come in to their own. In some case it takes just a day or two to get a set of stunning photorealistic pictures. A single 3D animated video will take longer; maybe taking weeks to make and obviously costing more than static renders. But of course, time and money are only two elements to factor in to your decision making process…another one is the potentially greater ROI generated by a more immersive and inspiring presentation.

Make your architectural presentations excite and inspire with our professional 3D Architectural rendering services.


2018-09-25T10:15:08+01:00 September 25th, 2018|Architecture, Photorealistic CGI|