In a world of advancing technology, virtual design is meant to look as real as a photograph but have the potential to tell a deeper, more meaningful story. When well executed, renderings can be a powerful marketing tool. Increasingly, retailers such as IKEA, as well as real estate developers and architectural firms, are using photorealistic renderings-in lieu of photography-to market their products and services online. The most important rule to follow when creating a rendering is to tell the right story. Who is your audience? What are you marketing? How can you best reach the audience through a rendering or computer-generated film? These questions need to be addressed before any computer wireframe or designs are put together. What's the real test of a great rendering? It's photorealistic. It needs to look so similar to a photograph that it's hard to tell what is real and what was designed on a computer.
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