Value-Driven Structures
There’s a forgotten quote, by renowned strategist Lee Atwater, that states, “Perception Is Reality”. Standing on that quote. Architecture influences the perception of a business. In simple terms, the style of commercial architecture can speak volumes about a company’s value. In this blog, we’ll dive into why this idea is important.
This rule of perception applies to all structures. Whether you know what their purpose is for or not. Picture people walking by an office building. The aesthetic design can make them feel it’s a professional company who’s above competitors. Or, they could feel it’s a generic, mundane office building. Architectural design matters for marketing because it directly enhances the seen value of a company.
The assessment of the public is based on the existential reality which they experience. The perception of civil society matters; it is at the core of architectural design values.”
Bianco, L. (2018, March). Architecture, values and perception: Between rhetoric and reality. ScienceDirect.
Distinct To Architects
Picturing a high-value skyscraper makes most people think of big, corporate companies. The inverse is also true; small building complexes are seen as small and less competitive. Everyone judges a building at first glance, but someone who is a non-architect doesn't notice design flaws that are crucial, in any building. Whether it's a house or a 5-storey construction. Architects are the ones with a keen eye for small details that make a huge difference.
They have always sought to stand out, even if today, apartments in New York City all look alike. The art of the profession is to be unique and precise. A one-of-a-kind office speaks volumes about a brand. This includes any workspace, workshop, warehouse, training facility, auditorium, etc. The design of a structure creates its vibrance. It’s soul so to speak.
How "Seeing" Influences Business
Architecture can have a positive impact on attracting people. The foundation of marketing relies on gaining people’s attention by sharing something valuable with them. If you want clients or employees to engage in open conversation like they can trust you, being in an inviting space to do business is beneficial. An example would be in boardrooms, cafes, and meeting areas with sufficient lighting, and seating arrangements are optimal for personal interaction.
In the same way, structures have an attractiveness to them. The general public is unaware of the spaces around them, partly due to technology and social media distractions. However, architects obsess over finer details that ultimately contribute to an aesthetically beautiful space with complimentary functionality. The art of architecture is combining utility with beauty.
A bizarre example would be Frank Lloyd Wright’s “Fallingwater”, the bear run house:
“...I spoke of how architecture is balanced between art and practicality, and how it can never be perceived as either art or utility but has to be both at once. Still, it is the art that thrills as function never can…”
Goldberger, Paul. (2009). Challenge and Comfort. In Why Architecture Matters (pp. 41–64). Yale University Press.
Business Owner Insights
From a customer’s perspective, they need to trust the company, know they’re professional, and take pride in their work. Architectural design can make people feel calm and assured upon arrival. While it’s the aim of an architect to showcase an amazing construction outside and inside, (because you cannot have an interior that does not meet the exterior’s promise). The head of a company decides where the location will be – just like parents choose where their kids go to school.
Here are a few important factors to keep in mind:
> The district, or placement. (Can people find you easily?)
> The reputation of the surrounding area.
> The purpose for the building.
You can control more of these aspects if you’re building a new establishment or home. You can influence the design, and ultimately, the value that is shown through your architecture. Especially, if you find an architect whom you can consult throughout the design and construction process. From the first drawn line to the final brick.
The bottom line?
If you found this insightful I ask you one tiny favor. The next time you sit at a restaurant, walk into an office, or get back home after a day's work. Take a moment to become aware of the space between the walls. Ask yourself, what is the atmosphere telling you? Why do you feel that way?
Every building tells us something, but if it’s your building, you could decide what it says.
Thank you for reading the blog!