Architectural Visualization 3D Rendering Services

What is a render | Find out with Plus Render

A render or infographic is a hyper-realistic image obtained from a computer-generated 3D model. The main objective of the render is to show and represent the final result of an architecture project. Renders are also used in many other areas; it is common to see the use of these images in interior design, the creation of video games and animations, even in the development of virtual reality. 

In this article, we’d like to teach you from Plus Render everything you need to know about these hyper-realistic images that have entirely changed the way of rendering in many fields. We will explain what they are, what they are for, and even how to make them. 

What is a render, and what is it for?

A render or three-dimensional perspective (3D) is a digital image or a succession of these (video) generated by a computer from a 3D model, representing buildings, houses, objects, interior views, or everything that we can represent in a virtual world.

The objective of the renders is to give an appearance as realistic as possible to represent, in this case in the architecture field, what could be the final result of a project, whether construction or interior design.

However, renders are not only used in this area; the term can also be used in graphic design, video editing, animation creation, video games, cinema, and 3D design in general.

Uses of the renders

This type of hyper-realistic representation has many uses that will depend on the field of interest. In architecture, one of the areas where it is most frequently used is to show the architect or designer’s vision of a specific project. Therefore, in this way, it will be easier for clients to understand the proposal in its entirety.

Renders in architecture are also a potent tool for participating in tenders or architectural competitions since it is one of the most powerful tools to sell and visualize the proposal that is being planned.

This form of 3D representation is also frequently used by real estate companies, which use these images as a sales strategy to pre-sell residential developments. 

Professional uses of Renders

Due to the increase in digitization, the use of renders or infographics in the architecture and marketing sector is vital to represent projects and commercialize them. At Plus Render, we want to explain to you what an architectural render is and how this can be used in marketing.

What is an architectural render? 

An architectural render is the graphic representation of a project related to construction, interior design, or landscaping. This type of image is used to obtain a preview of a project that has not yet been executed to demonstrate what the final result would be, both in aesthetic terms and in terms of materials, composition, and volumetry. 

In some studios, these 3D images are often used as a design tool in the initial phases of a project; that is, they are used to check the models, something similar to as if we were making a physical model.

What is a render in marketing?

Renders are an excellent Marketing tool because, thanks to them, we can visualize the final result of a project before starting the construction processes. Due to their realism and detail, they are widely used in the Real Estate sector, interior design, and construction.

In Digital Marketing, there is the representation of products that are made through advertising banners. Renders allow you to view the product more attractively and take advantage of the visual impact it generates so that advertising makes a more significant impression on consumers.

One of the main advantages of rendered images in marketing is the excellent control we have over the rendered image, which flexibility we do not have with a photograph. It is more flexible in position, scale, volume, texture, colors, and lighting.

How are these images created?

It is usual to be curious about the process behind creating this type of digital representation. The magic behind creating a render involves somewhat complex formulas and algorithms, which simulate the bounces of the rays that the light has on the objects; in this case, the shocks will be reflected in a three-dimensional scene previously modeled in a specialized program for this purpose. The computer is in charge of studying different situations, and the pixels start getting in order through physics calculations so that they result in a real image. 

With the objective of creating professional renderings for architecture, it is helpful to have knowledge and skills in professional photography and composition as well. This will allow us to achieve, in a more straightforward way, the perfect framing so that the resulting image is as impressive as possible. In this way, we will be able to convey a message to our audience through realistic representations. 

How can I make a commercial render?

If you desire to enter the world of 3D representation, you have to consider the following steps to get started. A good 3D model is key.

To obtain a render that can be sold, we have to work on the initial design; that is, we have to make a three-dimensional model of the space we want to represent. We can do the model in different specialized programs for this type of function. 

The most important thing is to add as much detail and information as possible to improve. Still, you have to be very careful when modeling not to overload it by repeating information

Material system and realistic lighting

Once the 3D model is done, we will apply materials and textures, and realistic lighting. We will create a materials system where we will add all the physical characteristics related to color and texture. Later, we will add a lighting system where we will try to simulate realistic lights and add touches of artificial light to create the right atmosphere.


Finally, we will proceed to the rendering once we have the 3D model with its textures and adequate lighting. The rendering time will depend on the computers being used. 

Remember that to create an attractive 3D representation; you have to think like an architectural photographer, that is, think about the rule of thirds, a form of composition to give order to the objects within the image, and also keep in mind the golden session to establish balance and proportions between the elements.

commercial render

The most popular rendering programs

Now that we understand the complete process of making a commercial render, we will discuss the advantages and disadvantages of the leading rendering programs. 

Each render is different because each project is unique, and those differences that each program offers us will determine which one is the best for each task. However, to do that, we would have to know and manage different software. If at the moment you only want to specialize or improve your skills in one, we will recommend five high-quality tools, and we will tell you what each of them specializes in, so you can decide the most suitable for the task you want to perform. 

3Ds Max

3Ds Max is, without a doubt, the preferred program for virtual visualization professionals since it is complete and offers many resources that other software programs do not have. When this program teams up with Vray and works together, the photorealistic quality is the best we will find.

The speed is not bad, and, as for the difficulty in handling it, it is somewhat complex to learn at the beginning due to the multiple tools available. Still, once they are mastered, these will allow us to achieve more efficient images.


This program is characterized by its remarkable speed when making renderings and virtual visits. The system it uses differs from other programs, which allows Lumion to generate hyper-realistic images at high speed without sacrificing quality. 

It is important to note that modeling work cannot be done in this program; we can only set scenes and render. We can make the model using other software such as Revit, Sketchup, or the aforementioned 3D Max. The advantage is that when we use these programs together when updating the model in any of them, the changes will appear automatically in Lumion. 


Revit is a BIM program that is designed to work the entire architecture project in a single file, for example, the general design of all types of facilities, tables with data on work volumes, budget, rendering, among other things. It is characterized by being very useful for projects that require greater control of all processes, from design to management, and later, construction.

Revit is also an excellent tool for fast modeling, as it works with parametric structure. However, this program is not recommended for projects with irregular or organic volumes due to this same characteristic. Revit’s rendering quality is good, but its great advantage is that it is compatible with specialized rendering programs such as Vray.


The great advantage of Sketchup is that its use is quite intuitive. It is a very light program, so it does not require a computer with a lot of capacity to work correctly. In terms of speed, it is also good, but it slows down when making 3D models with greater complexity.

If we talk about the quality of the renders that we can obtain with this program, we could qualify them as “good.” It is also compatible with the Vray rendering engine, achieving a better result in images.


Renders are undoubtedly an excellent tool for visually representing a project, design, or producer. These allow us to understand the message we want to convey in a clearer and easier way. In addition, they are an excellent advertising tool for small or large promotions and professional or personal projects at the time of marketing. From Plus Renders, we are happy to help you and accompany you in the visualization process of your future project. 


What is the price of a render?

The price of render may vary depending on the project and the results that are being sought; if you want to request a quote, contact us, and we will give you all the information you need to know. 

What is video rendering?

Video rendering is the process that is carried out by using computer programs to generate an image based on an existing object or model. The visual effects of film and television are used to create a video for video games, architecture, and other professional fields.

What are render farms?

Render farms are a network of high-speed and high-power computers connected to each other to render images or videos in a shorter time jointly.

What is hyperrealism?

Hyperrealism aims to seek almost photographic precision without using a camera; It aims to maintain that connection achieved in the images when viewing a photograph, making a fictional thing seem as if it was real. 

What is the meaning of the word rendering?

The term rendering is a term for graphic representation.

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