J Mays, prominent industrial designer for Ford, VW, Audi and Whirlpool, talks about how consumers decide if they like a product in less than three seconds, just from taking a quick glance at it. This quick reaction applies to products ranging from pens to automobiles. More importantly, viewers make conscious and unconscious connections between these elements in fractions of a second, which can generate very strong and emotional reactions. People have a natural attraction to visual cues and can absorb in seconds a large amount of information in terms of shapes, colors, textures, position, scale, etc. Each rendered image can tell many details about the functionality, appearance, scale, use, and even potential value of a design.

Rendering is a visualization tool that can inspire, persuade and attract viewers, giving them an insight to the type of experiences and emotions that a design could entice in its users.Īt the most fundamental level, renderings are stories.

Thinking of renderings as a communication tool is accurate but also limited.

The value of rendering cannot be understated, and it is helpful to understand effective use. A good rendering provides a window into how designers and engineers envision their designs to exist in the real world. It provides the opportunity to visualize and communicate design intent to different audiences and stakeholders. Learn how to achieve impressive, photorealistic renderings, from basic layout and composition to best practices for using materials, lighting, and environment effects. While this article will focus on examples of product design within the rendering environment of Fusion 360, the ideas described can be applied to any rendering situation and any rendering program. Compelling renderings are an important tool for successful storytelling of designs and concepts to a wide audience.

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