In the development of large-scale residential, commercial, and infrastructure projects, public consultation plays an important role. Planning authorities across the UK expect developers and local authorities to engage with communities, explain proposals clearly, and invite meaningful feedback. One of the most effective ways to support this process is through the use of high-quality CGI (Computer-Generated Imagery).
Architectural CGI allows stakeholders and members of the public to visualise proposed changes in a format that is accessible, understandable, and compelling. Instead of deciphering complex planning documents or interpreting 2D architectural drawings, people can view photorealistic visuals that bring a scheme to life.
This article explains how CGI contributes to successful public consultations, the types of visuals commonly used, and how developers, architects, and planners can integrate this approach into their planning strategies. It is based on years of industry experience producing visual materials for planning submissions and engagement events.
What Is Public Consultation in Planning?
Public consultation is a formal process in the UK planning system that invites residents, stakeholders, and local interest groups to review and comment on a proposed development. It is particularly important for:
- Major residential or mixed-use schemes
- Regeneration or infrastructure projects
- Developments affecting conservation areas or listed buildings
- Schemes likely to generate public interest or concern
The goal is to improve transparency, build trust, and incorporate local knowledge into design outcomes. Consultations may take place online, via mail, or through in-person events, exhibitions, or planning panels.
However, these consultations are only effective if the materials presented are clear and engaging. This is where CGI becomes invaluable.
Why CGI Is a Powerful Tool for Public Engagement
1. Clarity for Non-Technical Audiences
Traditional planning packs are filled with floorplans, elevations, site layouts, and written reports. While these are essential for planning officers and architects, they can be challenging for the average resident to interpret.
CGI offers a clear, visual explanation of what is being proposed. It allows viewers to quickly grasp the scale, materials, context, and visual impact of a scheme, without needing specialist knowledge.
2. Revealing the True Impact of Development
One of the most common concerns raised during consultation is how a development will affect its surroundings, particularly in terms of scale, privacy, overshadowing, and heritage sensitivity.
CGI, especially when combined with verified views or photomontages, can show a side-by-side comparison of the existing site and the proposed development. This allows residents to judge the visual impact from realistic viewpoints, such as street level or neighbouring buildings.
3. Encouraging Meaningful Feedback
When people can see exactly what is being proposed, they are better equipped to offer constructive feedback. Rather than vague objections, responses tend to be more specific and useful to developers and planning consultants.
This helps refine proposals, reduce objections at the formal planning stage, and improve overall community buy-in.
4. Supporting Transparent Communication
Communities often feel excluded from the planning process. High-quality CGI demonstrates that a developer is making an effort to be transparent and considerate.
When shown at exhibitions, consultation events, or in online portals, visuals help set a professional tone, convey key design messages, and show that the developer takes local concerns seriously.
Types of CGI Used in Public Consultation
The visuals used in community engagement can vary depending on the scheme size, audience, and level of technical detail required. North Made Studio produces a wide range of visuals for public consultation purposes, including:
Photorealistic Street Views
These show the proposed development as it would appear from key public areas. For example, how a new apartment block would look from a main road, park, or local shopping area.
Street views help viewers understand the design in context and are often used to assess how well a proposal integrates into the surrounding neighbourhood.
Verified Views / Photomontages
When accuracy is essential, verified views combine photography, survey data, and CGI to create visuals that meet planning authority requirements.
These are especially useful when assessing impact on listed buildings, conservation areas, or skyline views. They provide measurable data to support discussions around height, scale, and sightlines.
Aerial Views
Aerial CGIs show the development from an elevated viewpoint, often overlaid on drone photography or satellite mapping. These help residents understand the full extent of the scheme, including access points, landscaping, and how the site relates to nearby streets and landmarks.
Animation and Flythroughs
For exhibition use or digital platforms, animated flythroughs are highly effective. They allow viewers to ‘walk through’ the scheme virtually, seeing both the external and internal layout, public realm spaces, and transition points between buildings and streets.
This is especially engaging for community events or online consultations hosted through planning portals.
Real-World Example: North Made Studio’s CGI for Community Engagement
One example of this in action is the Urban Green development in Manchester, where North Made Studio produced a complete suite of visuals, including street-level CGIs and a 360° apartment tour. These assets were used in consultation materials and public-facing marketing to give local residents and prospective buyers a clear view of how the site would look post-development.
Best Practices for Using CGI in Consultation
To maximise the effectiveness of CGI in community engagement, developers and consultants should consider the following:
- Plan Early: Include visualisation in the early planning stages to shape engagement strategies, rather than adding it after initial objections arise.
- Select Key Viewpoints: Use viewpoints that matter to local people, such as busy streets, parks, transport hubs, and residential areas.
- Use Consistent Branding: Align the visual style with the messaging of the consultation campaign to reinforce trust and professionalism.
- Balance Detail and Simplicity: Avoid over-complicating the visuals. Photorealistic CGIs should be informative without overwhelming the viewer.
- Prepare for Questions: At in-person events, be ready to explain how the CGI was created, which data it’s based on, and what assumptions were made (e.g. landscaping growth, materials, or lighting conditions).
The Developer’s Benefit
Using CGI in consultation is not just about meeting planning expectations. It helps developers:
- Reduce Planning Risk: By addressing concerns early through clear visuals, you’re more likely to avoid objections that delay applications.
- Improve Community Relationships: Projects that are well explained and visually transparent are often better received.
- Save Time and Money: By using CGIs for both consultation and later marketing phases, visual assets become a reusable investment.
Conclusion
As expectations for transparency and community engagement grow, developers and planning teams must adopt tools that make their proposals understandable and credible. CGI is one of the most effective ways to achieve this. Whether used in a printed exhibition board, an online portal, or an interactive planning consultation, these visuals provide clarity and confidence for both the public and decision-makers.
North Made Studio has extensive experience producing CGI for public consultations across the UK. With a focus on accuracy, realism, and audience understanding, our visuals help developers build trust, encourage engagement, and move projects forward with support, not resistance.
To learn more or discuss a development project, contact us today.