The Render Trap
Stage One Creative Services Ltd
Operating at the intersection of design, engineering and technology, we turn big ideas into unforgettable experiences.
By Tim Leigh , Managing Director at Stage One Creative Services Ltd
"I have always loved a render. Regardless of the subject, I’m always astonished by the photo-realistic nature of the renders that are produced today. A combination of raw processing power and super-smart software makes it increasingly hard to discern whether the image on screen is a real photograph or an imagining of something made up of ones and zeros.
The render is a powerful tool. But as they say, with great power comes great responsibility.
The beauty of a render is that it is a very compelling visual aid. It is often the picture that paints a thousand words. I’ve seen tenders won on the strength of a single render. No narrative, no context, just an achingly beautiful render of something shiny under bluebird skies.
People buy into a render. It shortcuts imagination. It helps sell fantasy. It works almost every time.
However, a beautiful render can also set a trap. What is rendered cannot always be built. The render engine cares little about lead times, wind loading, or load-in time. It doesn’t give a hoot about budget, overturning moments, or floor loadings. Perhaps worst of all, those reliably bluebird skies and that gorgeous lens flare, well, they don’t always show up as promised on site either.
In the days before the render farm and V-Ray, the Letraset ProMarker was the weapon of choice. It required a trained hand and an expert creative approach. Give a ProMarker to someone inexperienced and the visual will look like something brought home from kindergarten to be pinned on the fridge. However, in the hands of a skilled presenter, a hand-drawn visual will transport a client. Everyone will interpret the image exactly as they see fit. No-one ever got hung-up on whether the finish was brass or bronze. No-one cared that the final output didn’t look exactly like the visual pitched three months ago. The creative process didn’t finish with the first render. The creative process was the journey.
This reflection makes me cautious of the render. In the right hands it is a very fine thing indeed. But like a samurai sword it needs careful use and should not be used to slice bread. Beware of the trap it creates and use it sparingly. And next time you walk by an art supply store, stop, go inside, and buy a ProMarker.
Send me the bill. And don’t forget to pin your picture on the fridge."
Trustee, Ski Chalet Owner, Retired Live Events Project Manager living in the Yorkshire Dales
2 年So true, renders can oversell .. way back John Halle a designer that helped Stage One Creative Services Ltd get established, Paul Bonomini used to make / help with some of his models. John always used to say "If it works on the model then it'll work in reality" - almost always true (with the expection of large engineered items - in those days rare!) !
Driving Engagement, Transforming Behaviours
2 年The other phrase that comes to mind is "a little bit of knowledge is a dangerous thing". This is where we rely massively on our incredibly skilled production teams to help figure out what we've drawn in abstract and find a way of bringing to life. I always love it when the final product is actually better than the original render!