Static architectural visualization is, at its core, a 2D composition. This means the most important factor is balance - compositional balance, conceptual balance, and color balance. Attempts to show everything at once, using every possible color and user experience scenario, will overload the image, make it visually noisy, and cause the viewer to simply scroll past without engaging. In trying to show everything at once, you end up showing nothing.
To avoid a situation where the viewer doesn’t know where to focus, it’s crucial to establish a clear focal point, ideally positioned near the center and occupying about 10–15% of the image. Everything else should serve as the background/setting/context. The better the background emphasizes the focal point, the better the composition as a whole.
In fact, most of the compositional rules focus on how to design a background that enhances the focal point as effectively as possible. Example 1: The more expensive the products sold in a store, the fewer items the store displays in its showroom. When you walk into a high-end clothing store, you’ll notice that each item is given its own space, unlike in mass-market stores where clothes are packed tightly on racks. Boutiques don’t have shelves crammed with products. This concept answers a common question among developers: why is a residential complex still struggling to sell out? Because the marketing campaign was based on research conducted on consumer goods in shopping malls, where the average purchase is $100, rather than in the real estate market, where the average purchase is $200,000. Example 2: A second good example is close-up portraits, such as those featured in Esquire magazine - some of the most iconic portraits. Their secret – is blurring everything beyond the focal plane of the outer corners of the eyes. The focal range is so limited that only the center of the face remains in focus. 10-15% of the image. If we will try to highlight the key principles gathered throughout the long history of 2D visual art, which culminated with minimalist artists at the end of the 20th century, the following points stand are:
Positioning of the object: The distance from the edge of the frame to the object should not be smaller than the distance between objects in the frame (pic 1 - A<B is wrong). Also, it is better to avoid points of contact both between shapes and between a shape and the edge of the frame (pic 2). It’s better to create an "overlap" of one shape onto another (pic 3):
pic 1 pic 2 pic 3
There should be more “air” in front of the object’s “face” (pic 4)
Otherwise, an impression of “tightness“ or “face to the wall“ is created (pic 5).
pic 4 pic 5
You should not divide the page in half with a horizon line (pic 6). You should not use the
diagonal as the basis of your composition (pic 7).
pic 6 pic 7
Balance. In order for a drawing to be perceived well, it is necessary to have an understanding of balance. It is impossible to transfer all parts of the image to one side of the sheet, pic 8 is not balanced, pic 9 is balanced right:
pic 8 pic 9
It is important to remember that solid black looks much heavier than white. Therefore, one or more small details can balance a large light object:
In these examples, there is no hint that one mass can be balanced by an equal mass. Of course, two identical masses will balance each other, but this should be avoided. Each of the masses will compete for dominance, and in the end, neither will be emphasized by the viewer. This is clearly visible in the drawing with the two houses (pic 10). If we draw a line of symmetry, we divide the image into two equal parts, which is unacceptable (pic 11). The image should be unified and indivisible.
pic 10
pic 11
Layering or the use of spatial planes is a key tool for directing attention. One should always aim to create three planes: the foreground – context, the middle ground – the main object, and the background – context.
Depth. By darkening the corners or foreground, you can emphasize a brighter area where the main object is located. This helps create depth and dimension in the image. Atmospheric perspective, where the foreground appears darker and the background lighter, enhances the sense of space.
In architectural visualization, this effect can be achieved in post-production by simply darkening the lower part of the image and lightening the upper part. However, if these adjustments are also applied in 3ds Max through material setup, the result will be even better. This is why images featuring sunlight directly hitting the camera or creating a godray effect are so popular—they naturally create a very dark lower portion of the image and a very bright upper portion, enhancing visual contrast.
Guiding elements—features that direct the viewer’s eye along a path. These could include roads, alleys, branches, or even people, naturally leading the gaze to the main subject. Thoughtful placement of such guides improves the readability of the image and makes it intuitively understandable.
Clearnes. Composition isn’t just about the correct distribution of elements but also their separation in space. Lines and objects must be clearly distinct from each other or grouped in a logical manner to avoid a visual “crossroad” of too many elements. This helps the brain recognize shapes quickly, making the image more harmonious.
Lighting helps highlight the subject, emphasize its form, and separate it from the background by creating greater contrast between the object and its surroundings.
Color Harmonization This technique is commonly applied to greenery. All greenery is unified into a single shade. In every Hollywood movie, significant effort is dedicated to achieving this effect. There cannot be two different shades of green. For example, a houseplant in the foreground, grass beneath it, and trees in the background must always have the same color. This ensures that the viewer’s eye doesn’t get distracted and can quickly recognize all elements in the image. Beyond greenery, other similar elements can also be harmonized by color. In architectural visualization, this includes cars and people’s clothing. The clothing should blend into the background so that people don’t stand out but serve the only purpose of providing a sense of scale for the building. For example, in this project, studio ATAO performed extensive color harmonization during post-production:
image by ATAO This image uses the same color for the brick walls on the left and right and for the metal facade material of the main building in the center. The grey pavement matches the color of the grey sky and some of the buildings.
A good visualization is a clear and logical composition in a 2D space confined to the dimensions of a sheet, monitor, or phone screen, where everything serves one purpose: directing attention to the main object. Simplicity, contrast, and precise distribution of elements create an image that is immediately understandable to the viewer. Conversely, trying to show everything in one frame to save money and not order two/three will give you 0 frames that the viewer will interact with.