Aside from exciting 3D perspectives to market a property development, often flat graphics are required and when it comes to creating marketing graphics for any project – the discussion needs to start from branding and style for a development.
Typically however this is the realm of advertising and creative agencies and it’s a much more complex discussion than for the purposes of this article so let’s assume that the project has the branding and identity developed and finalised.
When buyers are looking at your development – one of the biggest questions they have on their mind – is there enough room in this apartment.
So how do project professionals showcase their development to maximise internal spaces?
This is where the small but mighty floorplan comes in. It is pretty much the basis of the project graphics and any marketing campaign.
There are two main components to architectural drawings for development – a floorplan or a floorplate for multi-apartment developments and elevations. And often to save costs, the developer’s first tendency is to just use the architectural floorplans in the marketing and not optimise them any further.
And from our 10 years plus experience in the project industry can attest – this is one of the biggest mistakes a beginning developer can make. Architectural plans often have extra details and are created for technical specifications rather than for marketing purposes. So when the purchasers look at the original plans, all the technical detail often bamboozle them rather than compel and excite them with the amount of space there is.
Have a look at the example below – which Unit would you rather buy?
2. 2D Versus 3D Floorplans
This is another one of the scenarios where personal taste is ultimately the judge of what to do – but I’ll run you through the positives and negatives of either one.
3D Floorplans take a lot longer to set up because everything is done in 3D, however, if the interiors of the apartments are already being done – then potentially it would be a matter of using the same model, rotating it, cutting it and lighting it up to show the floorplan. Thus typically a 3D floorplan will cost more than a 2D plan because of the amount of extra time and detail it takes.
The floorplan in 2D takes shorter because it is a matter of converting AutoCAD (or similar CAD software) plans to either Illustrator or Photoshop and then adding textures to spaces. Then symbols are added to show tables, chairs, washing machines and everything else to show scale and layout.
However in terms of purpose and effectiveness – I would argue that a 2D plan is better value. The challenge with a rotated floorplan is that aside from the extra time, it often hides spaces because of wall angles and thus cuts need to be done lower to show how much extra room there really is. And it potentially can look gimmicky if good 3D furniture is not used.
The jury is still out on this one for me – but we typically would advise clients to suffice with a 2D floor plan.
The extension of floorplans are 2D floorplates. Similarly to the floorplans, presenting them in a graphic format versus utilising the architectural plans makes a lot of sense as you can see from the above diagram.
You can clearly define what you want to highlight through the floorplates in a graphic sense – for example in the marketing floorplate above – the client wanted to differentiate between different apartments that had fairly similar floorplans. So we made the living areas in slightly different shades and thus were able to achieve that outcome.
4. Keep Finishes Vague throughout Floorplans and Floorplates
To give you the most flexibility – use flat and simple colours for different areas in your project. Often in apartments, the entire living space is kept totally flat to highlight and emphasise the amount of space there is.
This also helps with showing the maximum amount of space in an apartment or a unit – compare the two versions below:
The image on the left appears crowded and hard to read because of the heavy flooring texture, whereas the image on the right appears that much more spacious because of the flat finish to the flooring. This also gives the developer a lot more flexibility rather than something that the buyers can turn around and point to if the final product is not the same.
5. Aerial Maps
Another side of the graphics world to accompanying documentation to a project – namely aerial maps of the developments.
Aerial maps of the project present a symbolic description to the project once again highlighting vicinity to important amenities and landmarks. Although a normal street map will show where the project is located, the buyers need to straight away see the emphasis on why they should be buying in this development.
Whether it’s about being 5 minutes to the waterfront or within a short walk to a great school – these are all the items to showcase on an aerial map with symbols and descriptions so you can see them at a glance.
6. Display Suite
How is the project going to be sold? Is it through a display suite or at an agent’s office?
If a display suite is being together at an agent’s office – then laying out all the graphic items on the walls of the display suite are going to be pretty valuable to highlight in large scale to create an impression.
7. Marketing Brochures
Finally, if a project has the logo and branding completed, then a marketing brochure is what puts all the other graphical elements together for a complete presentation. This is typically something that the creative or advertising agency will typically produce and collate copy for the project together with all the 3D imagery and real-life photography.
The small sampling below shows different examples of paper stock and sizes that the brochures may use for maximum impact.
In short, graphics for projects may be as varied as all of the different examples or just one or two of the above elements.
And since every project is different, so will the graphics packages produced to accompany the 3D virtual imagery for the development.
A highly skilled and qualified team is thus required for the overall delivery and primarily a marketing or an advertising agency will drive the creation of the entire package which then will be pushed out in a variety of mediums from the internet and Google advertising through to the mailbox letter drops and display suite presentations.
Please let us know if you have any specific questions about the top seven above – feel free to get in touch either through the form below or an email by clicking here.
To your development success,
BEng (Mech with Honours) / BTech (Industrial Design), LREA, VPELA