The purpose of a rendering is to get a buyer or visitor to wonder what is inside, twist the doorknob and open the front door.
Renderings are better than photographs because all elements of the composition can be controlled. Color and shading can be used to their greatest advantage. Once the client opens the door and steps into the space, the sales team has the opportunity to discuss the amenities and craftsmanship of the architecture.
Half of a rendering contains the drawing of randomness in ancillary items such as sky, clouds foliage, grass, sidewalks, driveways, cars and people. Randomness frames the mathematical stoicism the architecture.
Colors can be manipulated using complimentary opposites to the building materials to make the focal points more pronounced and lead the eye where needed.
The shade and shadow palette changes with proximity to building material colors. You mix complimentary colors of the building materials into shadows. With the addition of contrasting lights and darks, the rendering produces a brilliance that is eye catching - better than real.
Nature is the best teacher of simplicity, efficiency and color.
The "golden mean ratio" is the proportion of beauty in nature.
It is wise to know and use it
1 + √5 ÷ 2 or (1.6 to 1)
And renderings always look impressive up on the wall
Great art happens when transitions become stronger than the original focal points.
Experience teaches you to use a limited color palette.
This forces the mixing of colors that agree with each other. I also tint a mix with colors of the building instead of white or black.
"Simplicity is the ultimate sophistication." Leonardo Da Vinci
My oil painting instructor was from the Scarab Club in Detroit. Shirley Hathaway admonished a complicated composition of mine one day by saying "Kiss." What? "Keep It Simple stupid."
She asked if she could use my paint brush. (She always asked first).
In five minutes she took about eleven composition ideas to five.
Never did that again. If it isn't working - simplify.
Casein tempera, gouache and oil paintings are opaque, worked from dark to light with highlighting going in last.
Water color and markers are translucent and layered, worked from light to dark. Highlights are left blank or masked with shadows painted last.