Why Architectural Renderings Must Be Quoted Per Project (and Why Flat Fees Don’t Work)
One of the most common questions architectural visualization studios hear is, “How much do you charge for a rendering?” While this question seems straightforward, it overlooks the service's complexity. Quoting per project, after a scope discussion, is essential because no two projects demand the same effort, expertise, or creative problem-solving.
Unlike commodities, architectural renderings are custom-built visual solutions. The scope can vary dramatically from one project to another. A single exterior image for a small residential remodel is vastly different from a full suite of marketing visuals for a significant mixed-use development. Factors such as project size, level of detail, design maturity, lighting conditions, landscaping complexity, entourage, and intended use (planning review, investor pitch, or high-end marketing) all influence the time and resources required.
Another critical variable is the quality expectation. Some clients need quick, conceptual imagery to communicate massing and layout. Others require photorealistic visuals that can withstand close scrutiny in sales brochures or on large-format displays. The difference between these two deliverables is not minor—it can mean many additional hours of modeling, texturing, lighting, and post-production.
Revisions are also a significant component of scope. How many design iterations are expected? Will the design evolve as the images are produced, or is it largely resolved? A flat fee cannot account for projects that require extensive back-and-forth versus those that move smoothly from start to finish.
When studios offer flat fees or respond to “how much do you charge” with a single number, it often leads to issues. Either the price is inflated to cover unknowns—causing clients to overpay for simple projects—or it's set too low, resulting in rushed work, limited revisions, or strained relationships when expectations aren't met.
Quoting per project, after a proper scope discussion, enhances transparency and alignment. It helps clients understand exactly what they are paying for and enables visualization teams to deliver the appropriate quality level without cutting corners. This approach also facilitates strategic conversations—prioritizing views, adjusting detail levels, or phasing deliverables to meet budget and timeline goals.
In short, architectural renderings are not one-size-fits-all. Treating them that way undervalues both the craft and the client’s objectives. A project-based quote ensures fairness, clarity, and better results for everyone involved.