Glossary Index

3D Visualization

3D visualization is used for visual representation in different fields and, depending on the purpose, is also referred to as architectural visualization, product visualization, or interior visualization. The created 3D models are usually rendered in the final step and can be converted into a 2D image of any desired resolution. This results in the final two-dimensional image for further use.

What are the advantages of 3D visualization?

The advantages of 3D visualization lie in a detailed, vivid, and illustrative representation of objects, products, or scenes by means of a virtual 3D model. These can include products, the exterior view, or the interior design of a building. Through advanced technical possibilities of hardware and software, photorealistic, highly detailed graphics can be produced virtually and thus cost-effectively. The 3D scene or object is intended to be depicted as convincingly and realistically as possible.

What is the difference from CAD and CAM?

In contrast to CAD (“Computer Aided Design”) and CAM (“Computer Aided Manufacturing”), the goal of 3D visualizations is a realistic graphical representation of an object or building. The use of CAD and CAM is primarily aimed at the preliminary simulation of a product and has proven to be efficient in the field of product design, product development, and machine-based product manufacturing. The focus here is not primarily on visual representation.

3D Rendering

Rendering is also referred to in German as “image synthesis.” Rendering in general refers to the creation of a graphic from a sketch, drawing, or model. In 3D rendering, the generated graphic is created on the basis of a virtual, spatial 3D model of an object, which usually includes the geometry, material properties, gloss levels, lighting settings, and the viewer’s camera perspective, just like with a real camera. 3D rendering is frequently used in product development, such as automotive design, or in the visualization of architecture. In this way, the viewer of the finished graphic can gain a detailed impression without the actual object, for example a building, having been completed.

Animation

In computer graphics, animation refers to any technique that is able to create the impression of a moving image by displaying individual frames. The individual frames can be drawings, computer-generated graphics, or photographs. Although an animation consists of a sequence of single images, the human eye perceives them as the illusion of a seamlessly moving picture. To ensure the impression of a smooth sequence, at least 24 frames per second must be displayed.

3D Animation

With the progressive development of technical hardware and software, 3D animation is nowadays a widely used technique that is also employed in many film productions and, depending on the state of the art, can no longer be distinguished from reality. What is special about 3D animations is the fact that the individual frames are generated purely virtually on the basis of a 3D model and, as with 3D visualization, are finally rendered. The difference from 3D visualization lies in the fact that significantly more individual frames must be generated in animation, which leads to a high demand for computing power.

Architectural Visualization

In architecture, the term architectural visualization (also “architectural representation”) refers to the visual depiction of a planned or existing building or construction situation. This can relate to a complete building, an exterior view, or the detailed representation of the interior. This form of visualization serves the illustrative graphical representation and usually includes materials, surfaces, and the lighting situation of the depicted scene. They are generally used for marketing materials, in real estate exposés, or on large-scale construction signs.

What are the advantages of architectural visualization?

  • Photorealistic representation before completion of the planned construction projects
  • Particularly appealing presentation and strong emotional impact for clients
  • Facilitation of planning, project management, and communication for all project participants

Who is architectural visualization aimed at?

  • Architects, architecture firms, and interior designers
  • Construction companies
  • Developers
  • Specialized planners
  • Investors
  • End customers

How is an architectural visualization created?

With powerful 3D computer programs, the visualization is planned and created with a high level of detail strictly according to client specifications. More about the process and project workflow can be found here.

Further information, references, and sample material can also be found on our architectural visualization page.

CAD (Computer Aided Design)

CAD or “Computer Aided Design” refers to computer-aided design of an object, building, or product and is used, for example, in the construction of cars, airplanes, architecture, and fashion, with almost all products today being designed with CAD.

The advantages are based on the fact that the objects to be constructed can be simulated virtually and therefore cost-efficiently. The visual impression arises without the corresponding object or product actually having to be manufactured. The development of powerful graphical IT systems consisting of hardware and software now enables many possibilities of three-dimensional modeling, which is very computationally intensive.

The term CAD is closely related to the term CAM (“Computer Aided Manufacturing”) and partially overlaps in meaning. In contrast to CAD, CAM is mainly used in computer-aided manufacturing machines such as CNC milling machines.

Photorealistic 3D Visualization

Photorealistic 3D visualization refers to the creation of images that closely resemble real photographs. It is achieved through advanced rendering techniques that simulate natural light, shadows, reflections, and material properties. The goal is to provide a highly realistic impression of objects, spaces, or buildings in a digital format.

Architectural Visualization for Brochures

Architectural visualizations for brochures are renderings specifically prepared for marketing and sales documents. They are created with attention to perspective, readability, and consistency with print layouts. Such images focus on presenting architectural concepts in a way that can be clearly understood by potential buyers or stakeholders.

Product Visualization

Product visualization is the digital creation of a product model that can be displayed in different angles, materials, and colors. It is often used before physical prototypes exist, allowing for early design review and presentation. The process makes it possible to study and communicate product details in a controlled, virtual environment.

3D Floor Plan

A 3D floor plan is a visual representation of the layout of a building level in three dimensions. Unlike technical floor plans, it is typically furnished and textured, making spatial relations easier to understand. This format is especially useful to illustrate room sizes, proportions, and connections between different parts of a building.

360° Panorama Tour / Virtual Tour

A 360° panorama tour is an interactive visualization in which viewers can move virtually through a space. It is based on panoramic renderings or scans that are stitched together into a continuous environment. This method allows for an immersive experience and gives a better sense of spatial depth and orientation.

Apartment Viewer

The Apartment Viewer is a digital tool that helps display available units within a residential project. It combines floor plans, apartment data, and interactive navigation to provide an overview of the project’s structure. Users can quickly locate and identify units based on position, size, or availability.

Interior Visualization

Interior visualization focuses on the digital presentation of rooms and indoor spaces. It usually includes furniture, surface materials, colors, and lighting, providing a realistic view of the interior design. This type of visualization helps to illustrate how a finished space is intended to look and feel.

Exterior Visualization

Exterior visualization refers to the digital depiction of the outer parts of a building, such as the façade, roof, and surroundings. Landscaping, lighting, and environmental context are often included to complete the impression. This allows architectural designs to be shown in relation to their environment.

3D Animation / Image Film

A 3D animation, sometimes called an image film, is a moving sequence generated from three-dimensional models. It can show transitions, walkthroughs, or functional processes in a building or product. Animations are commonly used to demonstrate how spaces are connected or how design elements interact over time.

Unreal Engine

A real-time 3D creation tool developed by Epic Games, widely used for producing interactive VR tours with high-quality graphics, realistic lighting, and immersive environments.

Post-Processing

In 3D rendering and real-time engines like Unreal, post-processing refers to the stage after the main image has been rendered, where additional visual effects are applied to enhance quality and mood. These effects may include color correction, bloom (light glow), motion blur, ambient occlusion, depth of field, lens flares, or film-like grain. In offline 3D rendering, post-processing is often done in external software (e.g., Photoshop, After Effects, or compositing tools) to adjust lighting, contrast, or add visual polish. In VR tours, post-processing is integrated directly in Unreal Engine and must be optimized carefully to avoid performance issues or visual discomfort for users.