Designing an office is more than just tending to a work area that you own/lease. It’s also an efficient manner of sending a message to your target audience. The human mind is mostly oriented towards receiving messages via visual means. In fact, according to some theories, we’re receiving visual information 60,000 times faster than verbal, which, in turn, means that about 90 per cent of all the information that we receive is visual. What all of this means is that while looking at your office, people are already forming an opinion about your brand. This goes for your staff, partners and visitors alike. Therefore, here are several tips on how to use this notion to your own advantage.
There are many ways to appear more trustworthy to your audience and one of them lies in creating consistency. What does this mean? Well, you know how a lot of brands evolve their logos over the course of time? Still, these logos, while changed, aren’t really that different from what they were like originally. This is due to the fact that continuity plays strongly on the familiarity card of your audience. This is really one of the most important things that you have to worry about and it’s something that you can achieve through office design.
You see, consistency across time is not your only concern. What you also need to worry about is consistency across formats. Your brand markers (logo, corporate colours, etc.) need to appear on your website, promotional materials and in your office design. It’s not really that easy to achieve these same shapes and notions with different materials and on different backgrounds. What you always need to keep in mind is the fact that a brand is an idea. This means that a person that comes down to your office needs to feel a similar sensation like when they see your ad or hold one of your products in their hands.
Chance for creativity
Previously, we’ve talked about branding through different formats, which may lead some people to see design as a single format. Even if that were the case, there are so many potential tools and methods at your disposal for branding. For starters, you have the idea of creating consistency through wall murals and paint (in your corporate colours). Other than this, there are so many smaller office items that you can use for this purpose. For instance, branded stationery, mugs with your company’s logo on them and more are just some of the things you should consider.
The most important thing is that you figure out where you should start. The answer to this question is quite logical – you need to start at the very entrance of the place. Logo on the side of the building should be visible from the driveway and you should definitely look for suitable logo mats for your company. The next stop is the reception area and here you have a ton of work. Everything from the waiting area to the choice of the receptionist’s desk makes a difference when it comes to the formation of the first impression of your audience.
Promoting company values
One of the most important things when it comes to your office design is the fact that it gives you a chance to promote your company values in more than one way. For instance, if you want to send a message of being particularly eco-friendly, you can always opt for green office design practices and environmentally-friendly furniture. If you plan to support the local economy, you can buy items from local suppliers, use locally produced materials and hire local talent to help you design the place. All in all, the options that you have area ample.
The reason why this is such a big of an issue is due to the fact that your corporate value and corporate identity are crucial for your brand awareness. You see, logos, colours, slogans, etc. are things that are mostly in charge of boosting your brand recognition. When it comes to brand awareness, you need to go a bit more in-depth. In the previous paragraph, we’ve mentioned several ways in which this can be done through design. It goes without saying that you shouldn’t stop there. Nonetheless, this is one of the subtlest ways for you to pull it off.
Promoting efficiency is not just there to increase the productivity of your business. It’s also there to show your office as innovative and competitive. Just think about all those office tours that you see on YouTube. Playrooms, recharge rooms, power-nap areas and more are just some of the things that you may encounter there. While each of these ideas has proven to be effective through numerous studies, this is not the only reason why offices all over the world are going for it. It is also a great way of proving that the comfort of your employees exists quite high on your priority list.
As you can see, the benefits of this go double-fold. On the one hand, you get a direct spike in productivity, while, at the same time, also enjoying an indirect boost in your branding efforts. The reason why this is such an amazing opportunity is due to the fact that you get to reap two benefits by making a single move.
When it comes to branding, it’s worth mentioning that the photogenic office may play a huge role in your subsequent digital marketing campaign. Why? Well, because there are so many amazing opportunities where you can insert photos of your staff in your web design. This is especially true when it comes to the design of your ‘About Us’ page. Naturally, the emphasis is always on your staff, however, the background may also help set the overall tone of the photo. Also, keep in mind that while no image can capture the entirety of the office, there are always some parts that are more representative than others.
There are also numerous tips that you should apply here in order to get the most out of your office. For instance, you need to choose the right perspective, use correct lighting, eliminate blurring and go for wide angles. As we’ve already mentioned, every office is unique, which is why you will have to work with what you’ve got. Ideally, you should look for the area that is the most branded. A huge logo on the wall is always a great idea as a choice of a focal point.
Even with all the logos, corporate colours and branded equipment, the essential part of your brand is your team. Everything else, when changed, will make less of a difference than key people leaving your employ. Office design, due to the fact that it boosts employee retention, helps you keep the consistency of your brand. So, how does it actually boost the retention in question? Well, there are two major methods for this. First, you increase the sense of familiarity, which makes people reluctant to leave. Change is often terrifying and this way you can turn the concept in question to your own favour. Second, you create an optimal work environment.
People need to feel pleasant while working in your office, which is something that you can affect by altering the level of illumination in the room, room temperature, furniture layout and more. While all these things may seem minor, once they’re put together, they can make a massive difference about how your team feels. By helping them be more at ease and more relaxed, you can reduce the likelihood of an inter-office conflict, which is another positive effect.
The reason why all of this is so vital is due to the fact that your office is something that you can’t just change in a day. Moreover, it affects you and your team, as well as the way all of you perceive your brand in more ways than one. When you put all of this together, it turns out that your office design is a high priority.