The term '3D visualisation' is used to describe the production of computer generated images from 'virtual' models and environments. In many instances a good 3D model and render can sometimes be hard to discern from the real thing.

3D visualisation is useful in any situation that requires a visual representation of an object that cannot be suitably photographed or filmed in real life. Objects that are either too expensive to photograph or film can be reproduced in 3D for a fraction of the cost. Objects that are as yet only at a design stage may be visualised as a finished product without actually manufacturing the design and animations can be produced that would otherwise be impossible to film for a variety of reasons.

The use of 3D computer graphics can provide a superior preview of a project than what is achievable with hand drawn illustrations. Animations can be produced to allow 'fly-by' or 'walk-through' 3D movies of a project.