3D Visuals Taken To The Next Stage – With Jon Senior

Lets discuss 3D visuals with Jon Senior.

Lets get to know members from the Architecture In Motion team a bit better and what inspires and influences the 3D visuals they create.

Lets find out a bit more about the importance of moving forward with architectural visualiser, Jon Senior.


How have you seen the world of CGI develop over your professional career?

I graduated in 2006 with a degree in Virtual Reality Design from the University of Wolverhampton.

The intervening nine years have seen giant progress in the world of 3D computer graphics. The continuing development of hardware has led to exponential performance enhancements, namely with the introduction and growth of real-time shader languages such as GLSL. This has enabled much more complex environments to be created and used both as the software we use to build CGIs in, as well as within interactive products like video games.

The increase in consumer level graphics power has led to the resurgence of virtual reality as a medium in its own right. Back when I was studying, useable virtual reality was still only really available on high end machines in use mainly for academic research or military and medical training.

The enhanced performance of hardware has led to a higher quality product in terms of detail and realism that can be delivered without any impact on timings.

This has led to 3D visualisation being adopted by various industries and its applications to different disciplines are continuing to spread and grow.


If businesses don’t adapt are they going to fall behind?

As 3D visualisation is becoming more prevalent, it is already at a point where certain industries expect it within their processes.

A good example of this is in the marketing material of property developers. The flexibility and speed that comes with using CGI makes marketing sites much more efficient than previously and the popularity of such images means that house buyers are expecting to see good quality visualisations within marketing literature.

If a property developer fails to provide accurate and pleasing images, then it could be seen as a mark against the quality of their product and house buyers may go elsewhere.

With regards to 3D visualisation companies, it is important that we continue to adapt as new emerging software is released as well as keeping aware of trends in the industries we provide images and animations for. An example of how we do this is in looking to other disciplines where 3D graphics are used, the one that springs to mind is the gaming industry. So much is invested into pushing the graphics forward in video games, we can look at the tools they use and adapt them for what we do.

Recently I have been learning a texturing suite called Substance Designer to create really flexible and realistic materials for our images. This software was developed primarily for games but it works incredibly well for what we do.


How do you remain current in such a changing environment?

I follow particular forums, and am a member of a number, where industry professionals and software developers discuss recent trends always with an eye to the future. This is the main way I personally keep up to date with developments in the industry.

As an office we are passionate about what we do so are all keen to keep up to date with what’s going on and what is on the horizon.

My interest in 3D graphics began in my teens, having grown up as an avid sketcher and painter. While I agree it is important to keep up to date with developments in the technology and industries we work in, I think the highest priority of anyone working with images is continuing to develop and grow in terms of fundamental skills. In this regard, I attend a life drawing class to help develop my eye and have also, over the last six months or so, returned to painting as a means to understand colour more intimately.

Technology will always be changing but the core principles of aesthetics are universal and timeless. As long as you hold them high in your consciousness when you start a project, you should be able to create good quality images regardless of the tools you are using.


Thanks to Jon for sharing how he sees the world around him and what inspires the work he produces.

For one of the team to look at your next project, give Sandra a call on 0117 9251050 or email sg@architectureinmotion.com

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