Selecting the Right Balance of Camera Angles to Maximise Performance.
We’ll show you how to give your property marketing campaign a massive boost simply by choosing the right balance of camera angles.
When implementing your property marketing campaign you’ll undoubtedly need to use your 3d renders across multiple different platforms. Unfortunately its not a one size fits all scenario and choosing the right renders for each platform can provide a huge performance boost to your campaign. In this article we’ll run you through the best type of renders to use for each marketing platform and how to choose the right balance of camera angles to optimise the performance of your campaign.
Exterior Wide Angle Hero Shots
For exterior images this is known as the ‘Hero Shot’. It is typically shot with a wide angle lens (16-35mm) and is taken from quite a distance from the building. It shows the whole building from its most complimentary and impressive perspective. All property marketing campaigns should include at least one of these.
Exterior wide angle full shots can be used on any marketing platform as they are visually appealing, emotive and exciting (if created properly).
Exterior Close-up Vignettes
Detail shots of the exterior are great for showing off specific architectural elements in a more interesting and compelling way. They often highlight the materiality and textural qualities of a design or unique outdoor spaces. Exterior detail shots also work well on social media, print ads, brochures etc.
Interior Wide Angle Shots
For interior images the wide angle full shot is not quite as interesting or impressive. It is used more as a ‘descriptive’ image which shows the potential buyer an entire space. It is typically shot with a wide angle lens (16-28mm) from the very back corner of the room. Although they can be useful, usually these wide angle, back of the room shots are often associated with amateur photographers taking quick real estate snaps for use on realestate.com.au or domain.com.au and therefore don’t portray a level of sophistication and quality that is desirable for higher end property.
Whilst being great descriptive images which quickly and easily show potential buyers the layout of a space, they aren’t suited to certain uses where a more emotive and eye catching image is required…. like instagram, facebook or print ads for example. But more on that later…
Interior wide angle shots should be used on realestate websites and as secondary marketing images that provide more information to a potential buyer who has already been attracted to the project by the more emotive hero, detail and vignette style imagery.
The reasons that interior wide angle full shots don’t work well as primary emotive marketing images are:
1. They are too busy. Squeezing the kitchen, living, dining and alfresco space into one image creates a feeling of clutter and confusion. The viewer is not sure where to look. One of the key elements of good composition is simplicity. Successful images have one single focal point, a hero. They tell a visual story about that hero. But when there is too much going on in an image, the viewer doesn’t know where to look and loses interest within a fraction of a second.
2. Distortion. Wide angle lenses that are needed in order to fit the entire room into the frame create distortion and the edges of the image appear stretched and out of proportion which is not visually appealing.
So while the interior wide angle shot certainly has its place and can be a valuable asset, it will not achieve good results on platforms such as instagram, facebook and print advertising. This is because on those mediums people are conditioned to quickly flip or scroll past any images that don’t immediately catch their eye.
The interior wide angle shot is better suited to being a secondary image that is used to provide a better understanding of the project AFTER a potential buyer has been lured in by a more emotive and exciting image. Interior wide angle shots can be used as supporting images on a website or brochure and on real estate websites.
Interior Close-up Vignettes
A ‘vignette’, ‘detail shot’ or ‘close-up shot’ is a tighter angle typically shot with a longer lens (35-150mm). They are carefully composed and provide a more ‘curated’ view of the architecture. They focus on specific design details and features. These are the sorts of shots you would see in a magazine. They are aspirational and emotive – they make people dream of living in that space (and buying it). The number one influencing factor in sales is emotion. These are images that are carefully created to provide an emotional response in the viewer.
They key to creating valuable vignettes is to focus on incorporating the unique elements of your design which would be considered as key selling points. These are the details that potential buyers are interested in and that create a feeling of ‘wow… I want that’. Things like designer fixtures/fittings, stone walls, fireplaces, freestanding baths, kitchen benchtops and cabinetry design.
Go through your design and identify these key selling points. You should be looking to create a render which features one or more of them in a magazine editorial style vignette. These are the types of images you need to use on social media, in print ads, brochures, signage and the project website. These are the images that are shareable and will create a buzz around your project.
Which Shot Types Should You Use on Each Marketing Platform?
01. Your Project Website
This is a website dedicated to your project. It should be on-brand and designed for your target audience. It should include the 3d renders and any animation/films, floor plans, lifestyle shots and information on the location and facilities etc.
You should use all of the renders on the project website. BUT….. you should use the external hero shot or any of the interior vignettes as your key landing page images….. not the wide angle interiors.
Instagram is brilliant for property marketing. Its highly visual and content is easily shared. Successful content on instagram is primarily high quality images and videos. So in order for your 3d renders to have any impact here they will need to be well composed, attention grabbing, eye pleasing and interesting. Close-up detail vignette shots will significantly outperform the other camera angle styles here.
Humans have become incredibly talented and subconsciously skilled at liking well composed and interesting images and disliking badly composed, confusing or boring images. So anything that is not up to scratch from a compositional standpoint will basically be ignored on visually based platforms like instagram.
Similar to your project website, print brochures should be carefully designed so that they are on-brand and appeal to your target audience. A balanced mix of hero shots, close-up vignettes and wide angle interiors will perform best here.
The hero shot and vignettes should be used for full page spreads and any wide angle interiors can be used as secondary images to provide more information to interested buyers.
How do we create a balanced mix of strategic renders that will supply you with all the image types you need for your campaign?
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