The gap

Unlike a single sketch, a design visual is a combination of coherent elements (lighting, cameras, 3d objects etc…) that aims to respond to a situation linked to the main experiential story itself.

Many designers assume that a design visual is just an explanatory tool, disconnected from any specific emotional impact. But looking at design visuals in this way, leaving out emotions, creates a rather big gap between design and visualisation.

If you, the visual designer accepts this gap, most of your work will feel like chasing your tail.

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