Studying references to create an image can be very tricky but if you understand the trick earlier, the better..

First you'll need to understand the mind of the ArchViz artist. You'll need to know what he is thinking and how he was able to come up with such idea, you can't be 100% correct at all times. You get to know this through the message the image is passing across.

Whenever we see an image, our brain process it in a split second, telling what it is all about, and immediately, a close memory to the image perceived is refreshed in the mind. So the artist of whatever image you wanted to use for reference as trick your brain and refreshed some kind of memory. That's how to know what the Artist is thinking to create such stunning image.

When you see an image, the first feeling you get is what the ArchViz artist has predefined. The same feeling is what you should think of when creating your own image.

Understand the usage of different colors and how they affect the mind, study textures and what mood they are able to create before using them, use similar compositions and camera placement. Not all image will look good in a portrait frame, or a wide frame, etc.. Know what works for the scene you want to create.

Each aspect of the render should be carefully analysed and the Artist should be responsible for every bit of the design. Don't just place all the components and object you have in one model, rather you can use just a chair and a flower vase to create a good composition. What's important is how you're able to tell stories and trick the mind of the viewers into you predefined emotions.

Remember its the design you want to sell not the realistic render. This is why working with reference is so important in ArchViz and its the first step towards creating stunning designs.

I hope this information is of help to you.

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