- Architect wants to communicate design ideas, and explore alternatives
- Owner wants to understand the design as it evolves and be able to provide valued feedback
- Architect wants to deliver, owner wants delivery, Visarc facilitates communication
- Visualization makes sense to a lot of people, why does it only happen for some projects?
- Typically available tools are complex and difficult to use well
- Average users produce average results
- Commercial offerings are marketed as presentation applications
- Design testing and performance evaluation are foreign concepts
- Perceived as expensive solution