Costs and Pricing for 3D Visualizations
The pricing for 3D visualizations in general varies widely and is often difficult to understand. Here's some help.
3D renderings, also known as 3D visualizations, are being used more and more frequently. Whether for training, marketing, video games, product visualizations, or real estate: The market is large and, according to experts, is expected to grow globally by 18% annually from 2021 to 2028 to almost 7.5 billion US dollars.
If you are interested in the benefits of 3D renderings, you are probably already aware of them. But what do renderings from a 3D agency cost?
Everything that looks chic, modern, and elegant seems expensive. But only at first glance.
In this article, we clarify:
- What services are available for 3D rendering and what do they cost?
- What influences the price of 3D visualizations?
- What can I do with the introduction of 3D renderings?
Comparing costs can be difficult: This overview makes it easier
If you look at the market for price lists and cost structures for 3D renderings, it immediately becomes clear that there is no general truth.
As with buying a car, there is a wide range of offers, which can also differ significantly in price.
One could ask the question: What would you like – Fiat, Audi, or Bugatti?
We have compiled all available sources and RenderThat's pricing structure into a clear overview.
It is particularly important to distinguish between two uses in the market for 3D visualizations:
Architecture renderings and product renderings.
Simplified Price List for Architecture Visualizations and Product Visualizations
| Price for Digitization (Modeling) | Price / Single Image | Price for each additional view | Price for Animation / Video | Prices depend on: | Sources | |
|---|---|---|---|---|---|---|
| Architectural Visualization | n/a | 200 to 3,500 € / image | often up to 50% cheaper | 40 to 650 € / second | Object size, interior or exterior, type of use | Source |
| Product Visualization | 200 to 1,000 € (depending on complexity) | Clipping path: from 0 €; With scene: 200 to 600 € / image | from 50 € possible | individual | Product complexity and scene complexity; data quality of the reference | External Source and own pricing (RenderThat) |
What are 3D Renderings?
Strictly speaking, rendering is the computing process of a computer or server. A static image, for example, is generated as the end result from a three-dimensional scene. It is essentially a snapshot of single or moving images from raw data of one or more products, in a scene with a perspective in digital space.
This separate process is necessary because enormous amounts of data are required when creating 3D elements, such as a sofa in a room with many details. A simple "screenshot" of this scenery is not enough.
In general usage, the term "3D rendering" is used for the final visual content created by the computer, i.e., the image or a video. Another term for this is "3D visualization."
Important to know: To create a realistic 3D visualization, a few work steps are necessary beforehand.
These do not necessarily have to be understood, but it makes it clear why 3D visualizations or 3D renderings are an investment in the first step that can pay off with the second image.
What do 3D Renderings consist of: 5 steps to visualization
The production of a finished 3D rendering begins with modeling. Information such as CAD (Computer-Aided Design) files, samples and dimensions, or photo references are used as a basis. Based on this, 3D designers create a geometric, digital model.
After the shapes and geometries have been defined, the surface of the 3D model takes on its form. Colors and materials must be correctly assigned to enable a photorealistic representation. This can be achieved, for example, by extensive scans of samples or existing virtual materials as a reference.
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The virtually created model, with surfaces/textures, is now placed in a 3D scene. Depending on the goal (real estate or product), this can be a larger environment, an outdoor scene, a room with furniture, or even an empty room if the product is to be presented as a cut-out. The setting can therefore be of varying complexity. At this point, the quality can differ significantly: How realistic should it be, how many additional objects should be displayed? Should people also be visualized?
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Light sources are now defined in the 3D scene to make the product or property look photorealistic. These light sources, in combination with previously defined properties of the elements, will ultimately define the finished image. Reflections and shadows play an important role in creating photorealistic visualizations and produce deceptively real product representations.
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In the final step, all elements come together and the software calculates the final 3D rendering. Here, geometric structures, surfaces, and light are calculated, and the desired image scene is output as a final format (e.g., a product image, a perspective of the property, or a camera movement that creates a video).
Difference between 3D Model and Final 3D Visualization
A 3D model serves as the basis for every 3D visualization. It is a digital representation of an object, a scene, or a concept created with special software. A 3D model includes geometric data that defines the shape, structure, and proportions of the object. These models can be created from scratch or derived from real objects through scanning and photogrammetry. 3D models are usually built from polygons, i.e., interconnected vertices that form surfaces, edges, and faces. Additional attributes such as textures, materials, and lighting can also be applied to improve the visual fidelity and realism of the model.
The final 3D visualization represents the end result of the creative process, transforming a 3D model into a realistic and lifelike visual representation. This involves using rendering techniques, lighting simulations, and material properties to bring the 3D model to life. A finished 3D visualization can appear as a still image, an animated sequence, or even an interactive experience.
What is a 3D Model
A 3D model is a digital representation of an object or scene created with special computer software. Unlike traditional 2D models, 3D models have depth, allowing the user to perceive the object or environment from multiple perspectives. They accurately mimic the physical properties and geometry of their real-world counterparts.
Many generally understand a 3D model to also mean the final laid-out result of a 3D visualization, complete with surface structure, lighting, and color.
However, in professional circles, a 3D model refers only to the geometry, i.e., the pure framework or object of an item. Attributes such as shape, texture, color, and lighting are realized later, in the shading process.
Prices: Differences in Architectural and Product Visualizations
As can be seen in the cost table above, the prices of 3D renderings for architecture can differ significantly from those for products.
Architectural visualization and product visualization are two different processes that require different amounts of effort and cost. Architectural visualization refers to the process of creating 3D renderings of buildings, interiors, and landscapes. Product visualization, on the other hand, is the process of creating 3D representations of products or objects, usually for marketing or advertising purposes.
The effort and costs associated with each type of 3D representation vary depending on the complexity of the project.
- Geometries:
Products can be anything from a simple knife to a complex industrial plant. The visualization of technical systems with 3D is a discipline in itself.
Real estate follows comparable laws and geometries.
- Reference data:
As a basis for 3D models, complete 3D data is always available as a reference for renderings in architectural visualization, which is by no means always the case for products.
3D reference data or construction data can be in different formats. For real estate, these are the so-called CAD (Computer-Aided Design) data. They facilitate the step into photorealistic, digital visualization.
For product renderings, it varies: Either references have to be created (by manual photos or photogrammetry of the physical product) or 3D data exists, e.g., in STEP (Standard for the Exchange of Product Data) or CAD formats, from which simple CAD visualizations can be created.
- Level of detail:
To generate photorealistic visualizations for a property or a product, a lot of details have to be designed. For real estate, this is naturally much more elaborate due to its sheer size.
Due to the size, it is significantly easier to achieve a high level of detail for products and thus also to produce photorealistic product visualizations.
- Entry into the process:
In architectural visualizations, one often enters the planning process quite late or assists with the final design. It is often designed by the architects or builders until the very end.
For products, it's a bit different: They are usually already finished. We create the digital twin of the product according to relatively strict specifications and can primarily focus on lighting and staging.
- Pricing:
For renderings for architecture and real estate, pricing is much simpler, as the costs are often similar by room size and use. The type of furniture placed plays a minor role here.
Whereas for products, the sheer number of different products, levels of detail, etc., usually makes flat-rate pricing difficult.
What influences the price?
- Type of visual content
The first question product managers and companies should ask themselves is: What is the goal for the visual content of my products?
Should the customer's experience with the product be interactive (configurator, product animation) or even immersive (AR, VR)? Or are product images needed, possibly from different perspectives and in a special environment? Or perhaps – as is often requested for machinery and high-tech products – is a cross-section or the inner workings of the product to be visualized?
Different applications (especially whether CGI images or CGI animations) entail different efforts and thus different prices.
- References
The more comprehensive the references for the product are, the easier it is to create the digital twin. This means that the first step, modeling, requires less manual effort and can significantly reduce the price of the 3D visualization.
Existing construction data or 3D data, usually in CAD or STEP formats for products, are considered the best references.
If these are not available, product dimensions and photos of the object are sufficient as references, but require a little more effort in creating the 3D model.
- Rendering
Depending on the scope of the desired visual content, the necessary computing power for rendering also varies.
Product images of simple products without an environment are comparatively insignificant. These cut-outs can also be created well with good computers.
Videos with a high level of detail in the images, which include not only the product but also numerous details and an environment, require the most computing power.
Transparency in Pricing
3D renderings are becoming increasingly popular in the design industry, but it can be difficult to accurately quantify the cost of a 3D rendering. This is because many factors play a role in creating a 3D visualization, such as the complexity of the project, the software used, and the time required to complete it.
The cost of 3D renderings can vary depending on the complexity of the project and the quality of the output. In general, there are three main pricing models for 3D renderings: fixed price, hourly rate, and subscription basis. Each model has its own advantages and disadvantages, so it's important to understand how each one works before making a decision. In addition, understanding the cost of a 3D rendering can help you make an informed decision about which model is best for your project.
- The fixed-price model is the simplest, where you pay a one-time fee for the entire project. This model works best if you have a clear idea of what you want and how much it will cost to produce.
- Another popular pricing model for 3D renderings is the hourly rate. This model is best if you need to make changes or adjustments during the project, as you only pay for the time spent on those changes or adjustments.
- Finally, the subscription is a great option if you need 3D renderings regularly over a longer period, as it allows you to pay a fixed monthly fee instead of per project or per hour.
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