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In the 21st
century, do scale models really still maintain a viable
place in the marketplace of photo-realistic renderings
and virtual reality? Traditional models are costly, take
considerable time and effort to build and require space
to display. They are relatively fragile and therefore
need to be protected from possible damage. In the
cost-cutting and time constrained climate of the modern
age, what are the ultimate advantages and benefits of
scale models that justify investing in them and dealing
with the challenges of transportation and maintenance?
Let's start at the cost end. Computer generated 3D
simulations can be cheaper than physical models, perhaps
even more so if your organization has 3D programmers on
a payroll. These simulations can give your audience some
idea of your design, but the scope and scale of the
design can be lost in on-screen presentation. A 3D
simulation that will fully achieve the scope and scale
of a design will typically be much more expensive and
time consuming. Even with such investment in computer
simulations, the desired impression is not a guarantee.
Years of continued attempts at replacing physical scale
models with virtual simulations have resulted in the
same answer. No amount of computer programming or
special effects can replace the impression of physical
scale models. There is a particular power that only
scale models are able to harness. Believe it or not,
models have a magic appeal. It is the model alone that
has the power to wake up the childlike spirit in all of
us. A well crafted model draws people to spend hours
examining every amazing detail. It is the human sense
for adventure that draws people into the magical land of
the scale model. No matter what direction a person comes
from, each one experiences something different and no
one is left bored or indifferent. It is this magic that
causes models to receive more attention than even
real-life subjects at trade shows.
The fact that the scale model is a physical entity
creates a unique advantage that other visualization
methods cannot achieve. Models transmit a real sense of
perspective and deliver a perception of accomplishment
and existence. This is perhaps the most important effect
that models have. The representation of architectural
designs, crafts, inventions or consumer products most
often results in more favorable reception by decision
makers and investors. The ability to point out and
emphasize specific features of buildings, yachts or
resorts encourages potential buyers to envision
themselves within the display and creates an instant
bond. To illustrate this more personally, consider the
cute puppy in the window of a pet store. The sight draws
in potential customers and once the puppy is in their
hands, they can no longer part with it.
Another advantage is that the physical scale model is
100% vision friendly. More people than is realized are
unable to process and translate 2D images such as
drawings, rendering and in many cases 3D simulations.
Anthropologically speaking, 3D representations in fact
are not actually “three-dimensional” as they are
displayed upon a flat surface. This format requires the
viewer's sense of imagination and ability to mentally
combine 2D fragments into the whole picture. An
important investor or decision maker may not be able to
comprehend such a presentation in full and as a result
will not appreciate it. This is not the desired effect
to have upon such important figures within the scope of
a sales presentation.
Manufacturers and wholesalers of large subjects such as
vehicles, crafts and structures certainly will benefit
from specific advantages of scale models. The real-life
size of many products are typically cost-preventative or
logistically impossible to display at venues such as
trade shows. Scaled down replicas of large products may
be the only way to introduce them and are much more
affordable to transport. No matter the size of a booth,
space is always a limiting factor at trade shows and
scale models are a perfect solution. We will develop
this topic further in our article “Marketing
Models of Vehicles and Aircraft”.
Models win the constant attention of the crowd and will
keep potential buyers coming, and staying. Scale models
at a trade shows will boost the sales effectiveness of a
presentation by 300% or even more, much to the delight
of salespeople. The return on investment with a scale
model will be realized after very few sales.
Since the 1950s, movies and interactive shows became
customary in museum and exhibit design. However, these
devices are no match to museum scale replicas or
dioramas which remain the most spectacular, explanatory
and educational. Very often, the model or diorama
becomes a star and pride of a specific museum or
exhibit.
In conclusion we return back to the subject of the cost
of scale models. Yes, professionally built models can be
expensive, but the advantages and benefits prevail.
Investment in a scale model proves to your opponents and
customers alike that you are serious and truly believe
in your idea or design. "You get what you pay for" holds
true and if you need to stage a real presentation that
will win praise and attention, cause you to appear
confident and competitive, the scale model is your
answer. You will not find a tool more effective in
achieving a spectacular and ultimate victory. |
