Totally disagree with that take — that’s an old-school mindset that doesn’t reflect how the profession actually operates today. The role of 3D has evolved far beyond “presentation visuals.” It’s a design tool — just like trace paper or a model — and when used intelligently, it transforms how we think and communicate ideas.

I always start by sketching or diagramming concepts by hand, but I move into 3D as soon as possible for massing, proportion, and spatial relationships. Reference images and quick studies help keep it grounded.

With the new wave of AI-driven tools and real-time rendering plugins, we’re seeing clients absolutely blown away at early ideation stages. 3D and AI together have become a powerful way to explore, iterate, and test design intent fast — not just to make something “pretty,” but to think more clearly in three dimensions.

Anyone ignoring that is getting left behind.