Photorealistic renderings today are the standard. They can be done quickly, cheaply, and clients expect them. But are these renderings truly accomplishing what they set out to do? Those on the forefront of new 3D design techniques argue that, as an industry, we’ve gotten stuck on conveying information, when what we should really bring to the table is emotion. Now that the playing field has evened in terms of technological capability and hyper-realism, what’s the next step? By introducing an emotional layer and creating a sense of place, renderings can provide even more value to a project, firm, client, and community.