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Why Rendering Is Important For Retail Design
The intense competition in the retail industry leads to an increase in performance levels across the board, and a key impetus for success in this industry is the visual appeal and functionality of the points of sale. Detailed and attractive 3D images, or computer generated images (CGI), especially those created with the help of Building Information Modeling (BIM) can have a remarkable impact on customers, sales and marketing. Retail design drawings that achieve impressive photorealistic views and effective 3D rendering services can help drive profits while saving costs.
To better understand how important rendering is to the retail industry, let’s look at what rendering is. In 3D graphic design, rendering is the process of adding shading, color and lamination to either a 2D or 3D wireframe to produce realistic digital images. Rendering allows the creation of images or animations that show the design features of a proposed space. Both designers and clients benefit from rendered views. Although different techniques and software (Autodesk’s 3ds Max, VRay, SketchUp, Maya and Mental Ray are popular) can be used to create computer-generated renderings, the objective remains the same – to improve presentations, support marketing and create views of design for analysis. Clients can understand renders better than architectural drawings, and therefore, renders are generally more effective in communicating design intent. Accurate renders can effectively represent spatial limitations and possibilities and reach a wider audience as a result.
The use of Building Information Modeling (BIM) in rendering creates greater accuracy in the rendered image. BIM models can specify the number of cabinets, lighting, benches, legs, handles, grommets, drawer pulls, equipment supports and other details. A large amount of detail is incorporated in a BIM model, which can be used to generate accurate and detailed images, showing how many elements are in a space in relation to each other. BIM models are particularly useful for the analysis of space in large retail areas, such as department stores or shopping centers. They can be represented square meters and lists of departments of appliances and furniture in display areas, with corresponding dimensions. This means that with the use of BIM sales models, a 3D view can be created that shows how potential objects interact. The retail space in 3D may also include paint, laminate and wall coverings, so that the 3D visualization is a close representation of what the actual space may look like.
Image rendering is important to retail businesses in many ways. The benefits of 3D renderings include:
Realistic representation of spaces
Allows managers to view and approve new sites
Ease and speed of creation
Useful for marketing and project approval
Language barriers are minimized
The renders look uncluttered and attractive compared to 2D elevations
High quality photorealistic renders are as good as photos Renders also provide flexibility as elements can be altered quickly and easily. Some of the precise characteristics of retail spaces that render pictures can predict the store experience. For example, a well-designed store entrance should create anticipation and offer options. High quality renders help achieve this. Renders can show lighting, signage and displays. The image of the retailer can be communicated through the type of flooring and shelves used. For example, glassware and utensils can suggest elegance. Smart lighting can improve the way merchandise is displayed, thus contributing to increased sales. The walls can be used to store and display messages, and the windows can be used to display the type of merchandise and market the image of the store.
A useful application of rendered images is to display store layouts. Customers can be shown the basic layout of a sales space through the 3D visualization so that they can opt for a layout that allows a specific path for their customers. Essential design indicators for an effective layout include the width of walkways – wide enough for shopping carts (if needed) and also for people to walk without collision. There are three basic types of retail layouts, and they can all be communicated through rendering: grid layouts, race track layouts, and free-form layouts.
The grid layout involves parallel aisles with display elements on shelves on both sides, often used for bakeries, display of fruit, vegetables, clothing, electrical and electronic products.
The race track, or loop, layout involves a major corridor that circles the retail space to guide customers along a prescribed route.
A free-form layout arranges shelves, fixtures and aisles asymmetrically, used mainly in smaller stores, specialty stores or sections in department stores.
Client approval for the design can be significantly influenced by a detailed and effective rendering. The rendering of the sales space can show shelves to the benefit of each customer. Shelves and displays should be uncluttered and so that customers can easily find items. The details of the furniture in the sales areas, such as the cash counters, shelves, storage areas, exhibition display and their placement are key factors that influence the sale, and showing these details through the rendering can be useful for customer approval.
Another key feature of the retail space that influences sales is lighting. The placement of the light and rendering for lighting at different times of the day and night can affect the display locations for the merchandise, and the 3D rendering can show the differences in effects that different types of lights and their reflections can have in the same space on the same merchandise.
Renders can also be used as planograms. Planograms are images/maps created by retailers to decide where to place merchandise for maximum benefit and take into account lighting and shelving. The space should be visually appealing to increase customer purchases. These planograms can be easily created, tested and altered in the virtual environment provided by rendering.
Approval and decision
The use of 3D rendering services can also be useful for obtaining executive approval for new sites and for decision-making purposes. Here’s why:
When the competition is fierce, a 3D visualization of a project is almost as effective as a business card in that it represents and translates the uniqueness of the project. Presenting work, past, ongoing and future, is a powerful tool. High quality rendering showcases the design and enhances the reputation.
High quality promotional material
Promoting design intent is crucial for retail clients. Well-crafted computer-generated images can represent the interior more clearly, influencing the decisions made regarding the placement and dimensions of furniture, floors and walls and coverings. Brand promoting renders can be included in brochures, pamphlets and other promotional materials.
Multiple views of the same space through renders can help you see the complete picture and support decision making.
It costs much less to create a render than physical models, and since the renders are virtual they can be sent to a larger customer base.
Customers often change their minds and rendered images can be quickly edited to suit customer needs. 3D renderings can be sent to the client for approval and quick changes.
Focus on the main USPs
Renderings show accurate and realistic representations and can simultaneously highlight the unique key selling points of the merchandise.
With a number of advantages, photorealistic 3D images can be a valuable asset for sales success. Using BIM to create detailed views of the retail space with walls, lighting, furniture, shelving and layout options provides an extra edge in getting approvals and in the sales and marketing fields. Changes are easy to execute, and multiple views can be generated to enable more informed decision making. Rendering, therefore, is of prime importance in the retail industry.
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