Part 2 of 4 - Redefining visualisation
This is the second post in a series running up to Digital Construction Week 2015, you can access the first post - 'Cutting through complexity' here.
The principles of visualisation as they have become widely accepted amongst a generation of skilled and highly capable 3D artists, are rightly being challenged such that we accept a broader definition of visual engagement that focusses on an experience rather than composition. Interestingly, most of the key principles of traditional '2D' visualisation are instrumental in producing effective immersive 'genuine 3D' engagement - and it is our view that the effectiveness of this art form is providing the fastest route into construction for the new wave of consumer technology platforms.
"Interestingly, most of the key principles of traditional '2D' visualisation are instrumental in producing effective immersive 'genuine 3D' engagement."
Visualisation used to be the most obvious and immediate use of digital representations of the built environment, in its various forms, and it has thankfully come back round to being one of the most critical aspects in engaging the numerous individuals - professionals and consumers alike - in the development, improvement and use of the assets created by our industry. Existing visualisation methods have immeasurably enhanced certain key aspects of communication, but have seen limited use much beyond design and visual impact.
Our aim is to redefine visualisation as a much broader term that ultimately reflects the ability to experience the information in a way that triggers understanding and connection by engaging the senses - at any stage of the process and relating to any aspect of a project.
"Visualisation has come back round to being one of the most critical aspects in engaging the numerous individuals involved in and affected by a project."
The march of progress in digital design, engineering & construction has been significant - but there is a need for all businesses in our industry to embrace this as the default 'modus operandi' and strive continually to innovate in order to find points of differentiation, as well as simply ensuring there are routes to profitable operation in an increasingly competitive environment. We also need to shift our thoughts to a construction industry underpinned by digital best practice, innovation and technological advancement; rather than this being a subset of our traditional approaches to construction practice. Put perfectly in analogy at a recent industry conference - "although almost all music is digital; the music industry does not need to re-brand itself to highlight its digital methods - as the art form prevails".
"We need to shift our thoughts to a construction industry underpinned by digital best practice."
Visualisation shouldn't therefore be perceived only as a promotional device using inspirational or evocative portrayals of a proposed future - it is about understanding, and in that context applies to anything we can envisage but have not yet built.
In the next article we will discuss the exciting potential offered by immersive digital reality platforms.