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A Picture is Worth a Thousand Words
by Romella U. Edgmon
Senior job captain and illustrator
Architectural Concepts, Inc.
How do design professionals sell their ideas? One of our strengths as designers is that we have the vision to see a project in its entirety. We put ideas to paper, not in words, but in drawings. We start loosely with ideas in a sketch, and with our intuition and collective experience we come up with plans, sections elevations, etc. Drawings are tools for communicating our concepts. Although it sounds cliché, a picture, in our case an architectural illustration, is worth a thousand words, and even better, its value can mean winning or selling that next project!
But what good are drawings if they are not a common language understood by all? The fact is, a two dimensional floor plan and section are everyday vernacular terms for us, but are obscure to the general population. How is the concept of space, form and light communicated? The answer is with architectural illustrations. Concepts and design ideas are translated into tangible rooms and spaces that we can see in full color and in three dimension, a language understood by all.
What are architectural illustrations? Illustrations are artist interpreted drawings that have been rendered to give depth, form and vividness, to an otherwise simple and flat line drawing. Rendering types and techniques vary depending on the client’s requirements and personal styles of each illustrator. More and more architectural illustrators offer computer renderings; and still, some favor traditional hand techniques such as watercolor, marker, or pastel, or a mix of media and a combination of both computer and hand rendering. An architectural illustrator can suggest an appropriate medium or media mix depending on the type of project, the purpose of the rendering, and the project phase. A rendering may be used initially during the schematic phase of a project, where a loose marker drawing may be more appropriate for conceptual ideas. For some, a computer rendering may be more desirable for a final presentation.
Architectural illustrations always give presentations that wow factor. Image is everything. Even the strongest designs will be passed over for a more inferior one if it has a stronger presentation. Why is this so? The eye knows what the eye likes and is naturally attracted to the more striking, the more beautiful. Another reason to use renderings is that, in general, people can relate to the visual reality of renderings. Why? We see the real world in perspective and in the real world we also see in color.
We have discussed the visual effectiveness of an illustration, but how can having illustrations benefit your next project? When your project could use more than a thousand words, here are a few instances where illustrations can help it move forward.
• Illustrations can be advantageous during the planning and permit process in obtaining approvals or community consensus.
• Illustrations can help sell the HOA on renovation projects.
• Illustrations are an effective sales tool in marketing.
When speaking to a jury or community group about your new project, the inevitable question will always be “What are you proposing the project will look like?” Even the most charming speaker cannot get away with romancing the audience with words alone. Without any drawings to show, try telling a jury that your expansion to the hotel is a contextual solution and addresses the historic streetscape. Sure it does, but what does it look like? With an architectural illustration, it can clearly demonstrate that the proportions, massing, facades, and detailing reflect the surrounding architecture. Help your community planning group better understand and visualize the project your design team has invested many months, or even years designing.
Architectural illustrations may not only be instrumental in gaining community consensus, they can sell renovations to the Home Owners Association. Dazzle the HOA with an architectural illustration and show them what they can expect with a renovation. It is difficult to visualize the possibilities and that is just what illustrations communicate. They are visual tools that are a common language understood by all. The more impressed and informed the HOA is with the proposed remodel, the more comfortable they will be about their fiduciary spending of HOA funds.
Finally, the third reason for having architectural illustrations done for your next project is that they make for an effective marketing sales tool. Websites, brochures, ads, articles, press releases, and showrooms are all opportunities and places where architectural illustrations show off, attract interest and draw in potential sales. People are more likely to remember an ad or an article if it is accompanied with an illustration. Showrooms are more attractive when featured illustrations provide that wow factor.
Although as designers, our instruments of service include documents such as floor plans and sections, these drawings simply cannot carry the weight, effectiveness and visualization of a real life rendering. Architectural illustrations are worth a thousand words, and more. Before design is complete on your next project, we encourage you to ask your design professional for a set of architectural illustrations to help bring your project to life.