A Shift in Visualisation
Over recent years there has been a gradual shift in the Visualisation industry. Primarily linked to the Architectural rendering sector, this has now evolved into other fields, aided with advances in software and technology we now see images in everyday situations such as animation, film, websites, packaging and advertising.
With this advance in rendering output and the subsequent ability to create photo realistic computer generated imagery it is now possible to raise the bar in terms of the quality of imagery artists are able to produce and also the expectancy within themselves as to what they are prepared to 'accept' as a good image.
This progression from an artistic quality that is deemed acceptable to the architectural visualisation industry, to a physically based photo realistic accuracy required for the photography industry is going to be the biggest challenge for many good, well-established visualisation studios. Photo realistic imagery and representation using CGI has always been the 'Holy Grail' for almost every CGI artist. And with the advances seen in technology this is now, more so than ever before. With manufacturers and retailers looking at CGI as a legitimate alternative to photography there's a real and present market for computer generated imagery to compliment set photography.