How Commercial Architecture Directs Marketing

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.

This rule of perception applies to all structures. Whether you know what their purpose is or not.

Picture people walking by an office building. The aesthetic design can make them feel it’s a professional company 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.

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, or warehouse. The design of a structure creates its vibrancy.

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.

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.

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. 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.