3D rendering glossary
3D image: what it is and how to create one, a guide for professionals
A 3D image is a computer-generated image created from a three-dimensional model, in which a render engine calculates light, shadows and materials to represent volume and depth. In architecture, it is used to show a building, an interior or a product realistically before it exists.
What a 3D image is in general
The term "3D image" is used for two different things:
- Image generated from a 3D model: the screen or paper remains flat, but the image has been calculated from a scene with width, height and depth. This is the render seen on property portals, in catalogues and advertising.
- Stereoscopic image: two slightly different images, one for each eye, which the brain combines and perceives with real depth. This is the basis of 3D cinema, virtual reality headsets and red-and-blue anaglyphs.
In professional architecture, design and marketing work, "3D image" almost always refers to the first: a photorealistic or artistic visualisation produced with modelling and rendering software.
In practice: Render Fabrik is a 3D architectural rendering studio working with clients in Brazil and Europe, with a quote within 24 hours.
How a 3D image is created
- Modelling: the geometry is built from plans, CAD files or BIM models, using programs such as 3ds Max, SketchUp, Revit, Rhino or Blender.
- Materials and textures: PBR materials are assigned with colour, roughness, reflection and bump for each surface.
- Lighting: the position of the sun, the sky (often an HDRI map) and artificial light are defined.
- Set dressing: furniture, vegetation, people, cars and urban environment that give scale and context.
- Camera: framing, height, focal length and exposure, just like in photography.
- Rendering: an engine such as V-Ray, Corona, Unreal Engine or D5 calculates the final image.
- Post-production: colour, contrast, atmosphere adjustments and minor retouching in Photoshop or similar.
Types of 3D image most used by professionals
| Type | What it shows | Common use |
|---|---|---|
| Exterior render | Facade, volume, surroundings, aerial views | Off-plan sales, site hoardings, property portals |
| Interior render | Living room, kitchen, bedroom, bathroom, communal areas | Show finishes, layout and lifestyle |
| 3D or rendered floor plan | Home viewed from above with furniture | Explain the layout to buyers |
| 360° image | Navigable spherical panorama | Virtual tours and remote visits |
| Product render | Isolated object or in context | E-commerce, catalogues, advertising |
| Conceptual image | Atmosphere and massing, less detail | Competitions and early design phases |
Where 3D images are used
- Architecture: presenting proposals to clients, competitions and planning applications; comparing facade or material alternatives.
- Property development: selling off-plan, supplying content for websites, property portals, brochures, hoardings and social media campaigns when the building does not yet exist.
- Interior design: validating palettes, lighting and furniture before buying or manufacturing.
- Product: replacing photo shoots, showing colour and finish variants, and producing images for marketplaces with neutral backgrounds.
What distinguishes a professional 3D image
The difference between a correct render and one that sells lies in the details. Good practices and frequent mistakes:
- Fidelity to the project: real dimensions, heights and materials. Beautifying what will not be built leads to complaints.
- Coherent light: real orientation and latitude; avoid interiors with impossible lighting or shadows that don't match.
- Human scale: people, furniture and vegetation with correct sizes; a badly scaled tree ruins a facade.
- Controlled imperfection: perfectly clean surfaces give away the computer.
- Photographic framing: camera height at eye level (around 1.5 to 1.7 m) in pedestrian views and corrected verticals.
- Resolution according to use: web and social media work well between 2,000 and 3,000 pixels wide; for large-format printing, 4K or higher is advisable, depending on size and viewing distance.
The 3D image in a visualisation studio
At Render Fabrik we produce 3D images for developers, builders, architects and brands, in Spain and Brazil, from the facade to product detail. You can see the type of work in our portfolio, find out how we work for the Spanish market in Spain or check the renders in Madrid service.
Frequently asked questions
What is the difference between a 3D image and a render?
In practice they are synonymous. The render is both the calculation process and the result; 3D image is the more general name for that result. "Render" is used mainly in technical contexts and "3D image" in commercial ones.
What do I need to provide to commission a 3D image?
At minimum, floor plans, elevations and sections in DWG or PDF, or a BIM or 3D model if available; materials and finishes schedule; style references; and the final use of the image to define framing and resolution.
Can a 3D image look like a photograph?
Yes. With physically correct materials, well calculated lighting and careful post-production, a 3D image can be indistinguishable from a photograph. That is why it is so important that it represents the real project.
What file format does a 3D image have?
It is delivered like any image: JPG for web and social media, PNG when transparency is needed and TIFF for print. Studios often keep versions in EXR or PSD with layers for later adjustments.