Images that are generated by a computer using three-dimensional modeling software or other computer software for presentation purposes are commonly termed "Computer Generated Renderings". Rendering techniques vary. Some methods create simple flat images or images with basic shadows. A popular technique uses sophisticated software to approximate accurate lighting and materials. This technique is often referred to as a "Photo Real" rendering. Renderings are usually created for presentation, marketing and design analysis purposes.
3D renderings play a major role in real estate sales. It also makes it possible to make design related decisions well before the building is actually built. Thus it helps experimenting with building design and its visual aspects.