Authors: Hailey Packard
Mentors: Brandon Ro
Insitution: Utah Valley University
In the vast landscape of architectural mediums, the key to capturing clients' attention and ensuring a comprehensive grasp of a proposed project lies in the choice of rendering methods. This research endeavors to pinpoint the most effective communication medium through an experiment employing various rendering techniques. Four renderings of a single exterior façade will be crafted, each utilizing diverse media methodologies. To convert the renderings into quantifiable data an innovative approach involves subjecting the renderings to AI-driven algorithms, predicting where the human eye is drawn to in the images in the first 3-5 seconds superseding the influence of cognitive bias, and aiming to identify which of the images inherently captures the most attention.
The research results will be examined and the significance of differences between rendering methods addressed. This research delves into the implications for architects, exploring how these findings may influence presentation strategies, considering potential impact of passing fads, taking into account the alignment of media style with architectural subject matter, and noting whether the experiment requires diverse architectural styles for optimal effectiveness. The current hypothesis regarding these results is that the images with contrast and hierarchy in the composition, such as watercolor renderings, will outperform the other methods.
The overarching objective of this research project is to discern the most effective medium for capturing the client's attention when presenting architectural projects. Due to modern advancements that increase our access to an abundance of knowledge and techniques, architects and designers must make informed choices about how they present their ideas. By comparing these mediums and formats through these methods, this research will attempt to identify the most effective strategy for engaging clients and enhancing their comprehension of projects which will also aid in contributing to a clearer understanding of visual communication in the architectural field.