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03

The Value of Visualisations

Ahren Brown, Project Development Consultant at Cogeo

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Nothing brings a proposed development to life like a visualisation.

Whether you're presenting to decision-makers, engaging with the local community, or making a complex proposal more accessible, visualisations turn concepts into a tangible reality.

We’re passionate about projects to life, using maps, models and photomontages. It aligns with our Core Value of Clarity, helping clients, stakeholders, and communities understand a project in detail before construction, and providing confidence and understanding to our proposals.

Why Visualisations Matter

Planning can be complicated. Technical reports, design statements and planning policies all serve important roles, but they’re not always easy for everyone to interpret. That’s where visualisations add value.

Visualisations also help build trust. When a proposal shows clear, honest, and understandable information, it invites more constructive feedback. Stakeholders feel engaged, not excluded.

For clients, this means proposals are easier to communicate, build trust with stakeholders, and gain approvals more efficiently.

When people have clarity; they can have confidence in the proposal.

Understanding the Four Types of Visual Representation

Visualisations take many forms and using the right tool depends on the audience and stage of the development.

The Landscape Institute’s Technical Guidance Note 06/19 outlines four standard types of visualisations. Each type offers a different level of detail and realism, and each has its place depending on the project’s needs.

Type 1: Annotated Viewpoint Photographs

These are simple photographs taken from agreed-upon viewpoints with annotations indicating where the development would be sited.
Easy and fast to produce; good for site familiarisation or early-stage discussions.
Basic; no actual visual impression of what the development looks like.

Type 2: 3D Wireline Models

These are simplified line drawings that show the outline of a development in three dimensions.
Helpful for understanding the size and shape of a proposal in context.
Not photorealistic; can be hard for non-specialists to interpret.

Type 3: Photomontage / Photowire (also known as a Wireframe)

These combine photographs with renderings of the proposed development to create a realistic impression.
Highly effective for showing what a scheme will actually look like; good for public engagement.
Require careful production and calibration to avoid misinterpretation.

Type 4: Survey / Scale Verifiable Photomontages

These are the most technically precise visualisations, often used in Environmental Impact Assessments or public inquiries. They are based on detailed survey data and are designed to be verifiable.
High reliability and accuracy; trusted by inspectors and authorities.
Expensive and time-consuming to produce.

Choosing the Right Approach

Different projects require different types and levels of visualisation and at various stages of the process. We are big believers in presenting a project’s visual appearance as early in the process as possible. But different types of visualisation help add depth, understanding and detail for the audience.

Annotated

Initial pre-application discussions and early stage-engagement

Wireframe

Basic analysis and understanding of potential impacts. Used in LVIA, Residential Visual Amenity Assessments and Heritage Impact Assessments to verify bare-earth impacts

3D clay Model

Used at feasibility, pre-application, community consultation and planning applications to understand the concept and massing of a development

3D rendered model

Used for community consultation, planning applications and photomontage creation to add depth and clarity to material, finishes and mitigation

Photomontages

Put the development into a real-world setting to provide confidence and clarity to stakeholders

    At Cogeo, we often use a mix, starting with simpler visuals to help frame early discussions and progressing to more detailed photomontages as the design develops. We also ensure that our visuals are always clear, honest, and meaningful. Our goal is to ensure you always have the right level of detail for the audience and stage of your project.

    That’s part of how we live our value of Clarity.

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    Final Thoughts

    Visualisations aren’t just a helpful extra, they are a vital part of modern planning. They tell the story of a development, and they invite people into the conversation. They make planning applications more accessible, more inclusive, and more effective by delivering with certainty and confidence.

    In short, visualisations don’t just show what we’re planning. They show why it matters.

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