How to create successful CGIs
At Latch, we pride ourselves on producing the highest quality marketing materials for your property development. From bespoke brochures to building wraps, we want our work to work for you. So it’s important to us to look at the details — and to sweat the small stuff!
In this post, we’re looking at CGIs (thankfully no one says ‘computer-generated images’ anymore!) how they’re created, and how poor ones will leave your customers feeling flat, while great ones can sell homes before they’re even built!
What is involved in a great CGI?
Getting the scale and proportions right of both the room and the furniture is key. So often, we see companies putting in pieces for show, but when you look at the image they don’t quite seem right. Two of our top priorities are lighting and depth of field. If you get these wrong, your CGI could end up looking a little flat or hyper-sharp and just feel unrealistic.
So how do we know how to furnish a room? Having an audience-focused and purchaser-relevant mood board is vital. There is no point using country-chic in a central London apartment block nor an urban palette for a rural scheme. Remember: consider who you are trying to attract, what appeals to them, and where the development is.
Benefits of a CGI for developers?
The simple answer is our CGI service helps sell properties off-plan before the development is built and very often saves the cost of an expensive marketing suite. Our CGIs allow buyers and renters to imagine how the home will look and feel – to picture themselves living there. They can also help when reviewing any show home options. Our CGI service comes complete with an interior styling package (including paint colours, furniture, and accessories) which allows developers to reduce interior design costs on any future show homes.
Important elements to consider with a great CGI?
For us it’s greenery. Adding plants really brings a room to life. And leaving a space too sparse will make it feel cold, so accessories are also a must. It’s good to have a white model of the space to block in all of the key features and see what is needed. White models show where the light will fall and allows us to adjust the positioning of furniture and see how people will really live in the space. Plus it ensures any selected furniture actually fits in the space!
Any additional tips?
Draw a plan and put pieces in there to make sure they fit for real-world purposes. Let’s not pretend we don’t all binge on Netflix – where is the TV going? Give it some personality! So many properties go for the same safe look. Get some standout. Embrace colour, whether walls, furniture, or artwork. You will not attract everyone, but you don’t want everyone – you want a targeted set within the potential audience – your buyers and they’re a discerning bunch.