Due to the rapid advancement of technology, the 3D animation industry is on the rise and receiving great recognition for product innovations. It has grown 17% in the past 4 years and is on an upswing. According to industry-trend researchers, there are many explanations for this rapid growth, most of which can be broken into three simplified areas, the advancements of technology, the quality of 3D animation, and efficient production techniques. All of which, lead to cost savings. Large and small companies can now afford to do more. Their brands are using 3D animation for design communication, advertisement, and product development where they are experiencing significant improvements in brand perception. When developing a good 3D story, freedom to bring the imagination into a visual reality, without limitation, is a positive advantage.

The architectural communications market within the building and real estate industry recognizes these advantages and are also tapping into 3D technologies. Some companies are attempting to develop their own content “in-house” and some are looking for more refinement by turning to experienced, outside studios. In order for an animation studio to survive in this growing market, they need to remain up-to-date on current technology trends, maximize internal resources and manage production effectively. One of many examples would be how the final 3D content is showcased. In this case, accessibility plays a big role in how the 3D content is presented. A few questions should be answered before the 3D production process begins… Who is the target audience? What devices will the content be showcased on? In what format will it be delivered? Will it be through video, a custom interactive presentation, a downloadable app, or will it be placed online? Understanding why you are developing 3D content will lead to better and more targeted products.

With 3D talent and knowledge, also comes great responsibility. It is important to understand client goals and objectives. If a client is going to spend the money to develop a detailed 3D model, it is important to convey a feeling, emotion or message through the visuals and camera work. Otherwise, the results will feel forced and one sided. This can happen through arbitrarily placed cameras, long drawn out scenes, moving too fast through space or bad editing. Not thinking about the scene or what the scene needs to communicate happens all too often. When hiring a studio, make sure they do not make these mistakes. It can cause negative results for the 3D animation’s intended purpose. Always check and double check scopes and final deliverables before signing off on a project and always question how a 3D product can and will be perceived by intended audiences.

Ripple CG has experience in delivering cutting edge visual assets for the architectural and forensic market. Please contact us regarding any inquiries about our services and feel free to explore our website for project examples. We welcome your comments.

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