The fast-changing field of computer graphics is used by a wide variety of different industries to promote diverse products. Most recently, these have been using the latest developments in the long history of the technology, 3D visualisation. London has plenty of companies specialising in 3D visualisation, whether in particular fields or developing a versatile service with expertise in several different areas. 3D visualisation can be used to showcase images as diverse as an architects’ masterpiece, a smoothie packet, or a BMW. However, architecture work and interior imaging are especially likely to use 3D visualisation, to give a clear picture of a large-scale scene. Working in 3D, images which would usually be flat and dull can jump out at a client’s audience, through a large or small screen.

The science of visualisation, allowing ideas to be conveyed by representative images, is a very old one. It’s typically been achieved through illustration, and gradually innovations have been developed to make the eye understand a reproduced image as well as one in front of it. Since da Vinci, artists have used a variety of techniques – including central perspective, and cartography techniques – in order to produce a realistic image. Nowadays, science is moving much faster to quickly develop computer graphics, in order to produce a virtual reality often more perfect and beautiful than the product as seen through normal regard. Visualisation works through animated images, computer created CGI images, and more recently, 3D effects, which allow a fully rounded image to be seen on a flat screen. The links between these modern computerised techniques and older illustrative innovations has been outlined by Edward Tufte in two critically acclaimed books.

For a long time, computer graphics visualisation was used to study scientific problems, and for educational purposes. It’s been used in all kinds of high-tech environments, and showcased in various conferences and special publications. Now, however, 3D visualisation can be accessed by any client, for websites which look both aesthetically pleasing and professionally cutting-edge. Within the sciences and educational purposes, 3D visualisation has often been used to visualise an abstract concept, but for showcasing products, the idea is to highlight the superior quality of the product itself. Computerised product visualisation has replaced old-fashioned technical drawing. Although 3D CGI can of course be used to generate animations which help to advertise a product, and which do not represent actual products, it is also used to create engaging and dramatic images of new products.

For 3D visualisation, London is a city with a particularly high density of service providers. This is due partly to the high media and digital development within the city, and also because, like 3D visualisation itself, London is involved in a wide variety of industries, and has been the centre for technological developments through the ages.

For 3D visualisation, London is a city full of clients and opportunities, too. Since the days of Christopher Wren or Isambard Kingdom Brunel, architecture has continued to be an active industry in London, meaning that plenty of visualisation services have developed in the capital. The presence of the Royal Institution of British Architects (RIBA) has helped to ensure that London continues to be a buzzing capital for architecture, and so for architecture visualisation. Additionally, the high-flying offices of the Square Mile demand quality visualisation services for their websites. Various other industries, of course, are also based in London, and many are turning to the exciting new technology to promote their work. In addition, and perhaps most importantly London’s long history of involvement with media, running from the famous Fleet Street newspapers, means that it will always be the natural gravitation point for new communication developments.

Some companies outsource their work to other countries (such as China), looking outside the EU to produce product images using 3D visualisation. London-based workers, however, have the advantage of experience within the city’s industries, as well as being on-spot for emergency deadlines and changing demands.

Author Bio: James Marshall, Creative Director, wrote the Article ‘London and 3D Visualisation – A Fast-Paced Technology in a Fast-Paced City’ and recommends you Google ‘Dhub’ for more information on finding a 3D visualisation.

Category: Computers and Technology
Keywords: 3d visualisation, 3d visuals, 3d animation, cgi animation