The Dangers of 3D Design

By Mike Bell freelancevisuals.co.uk | May 21, 2024 Reading time: 4 mins

When the Render Becomes the Reality Check

3D design has become vital to exhibitions and live events. As someone who’s worked in this industry for years—both behind the scenes and at the drawing board—I’ve seen the power of a great visual. A well-crafted render can excite a client, win a pitch, and help an idea move from conversation to commission.

However, with every great 3D comes a level of danger, mainly when we forget the difference between concept and construction.

Why We Love 3D

Let’s be honest—3D design is brilliant. It helps communicate scale, lighting, spatial flow, finishes, and drama. It’s a fast, effective way to show someone what an event or exhibition might look like—but what it could feel like.

Clients love it. And rightly so. It’s far easier to get excited about an idea when you can see it in vivid colour from every angle. The problem is when we (or they) start mistaking the idea for the outcome.

The Problem with Perfection

The danger comes when visuals are too good. I’ve worked on projects where the render has set expectations at a level that the budget, venue, or timeline couldn’t support.

It's one thing to show a soaring sculptural centrepiece lit like a West End stage. It's another thing to fabricate, transport, rig, power, and de-rig within a two-day install window, in a listed building with no roof access.

When the final build doesn’t match the render, it can feel like a letdown—even if your delivery is impressive, within budget, and logistically sound. That disconnect can sour the whole project.

Design Without Consequence

Software lets you draw anything. Gravity-defying structures? Sure. Materials that don’t exist? Why not. Lighting states that rely on infinite rigging points and power? No problem. Until, of course, it becomes a problem.

In the real world, design has consequences. You must consider rigging loads, fire ratings, sightlines, crowd flow, install schedules, and kit availability. A great render might ignore all that—because it’s not the software’s job to say no.

But as designers, it is our job. When a visual looks “too perfect,” we have to bring it back to earth.

The Expectation Gap

There’s a particular kind of disappointment that comes from overpromising through visuals. I’ve seen it in projects where the initial mood was electric—everyone bought into the idea thanks to some jaw-dropping images. But then things shift: the budget tightens, the tech proves trickier than planned, or the site throws up curveballs.

Before you know it, half the wow-factor has been value-engineered away, and what’s left doesn’t feel like the dream anymore—even if it’s still a solid, well-delivered show.

Managing that gap is part of the job. And it starts with honesty—about what’s possible, what’s likely, and what’s just good storytelling.

Keeping it Real (Without Killing the Vision)

Here’s how I try to keep things grounded without killing the buzz:

1. Get the Right People Involved Early

Bring production managers, technical teams, and fabricators into the conversation. They'll help reality-check the ideas.

2. Use Renders as a Guide, Not a Guarantee

I always remind clients that 3D is a vision, not a blueprint. Things evolve, and sometimes, we’ll need to adapt based on buildability, cost, or new opportunities.

3. Design for Flexibility

Rather than locking in a visual fantasy, I design in layers—core structure first, with scalable enhancements that can be added (or removed) depending on what the budget and logistics allow.

Final Thoughts

3D design is one of the most powerful tools we have. But like all powerful tools, it needs to be used with care. It helps bring people together, sell bold ideas, and push creative boundaries when done right.

But when it becomes a promise instead of a possibility, that’s where the danger lies.

I firmly believe in using 3D not just to inspire but to inform. Because the best projects aren’t the ones that looked amazing in the render—they’re the ones that looked amazing in real life.

Want to talk through an event concept or need visuals for your next project?

Get in touch via mike@freelancevisuals.co.uk – I bring big ideas to life, grounded in the real-world experience that makes them actually happen.