The importance of Commercial Interiors…
I used to wear braces back in the late 80’s, and though the whole process behind this experience (use of braces) wasn’t traumatic or complicated, I wish I could say the same about my first encounter with an orthodontist practice. The first practice we visited came through a family recommendation; the Orthodontist, was a highly respected practitioner being in business for over 30 years, so there was little doubt the practice was good. I still remember my first impression of the practice; a dark, dismal and intimidating waiting room with very dim, sterile lighting, gray paint on walls, (although it may have been olive-green walls) and dark leather sofas with a penetrating “medical smell” (a very particular smell you only find in old clinics or hospitals). The waiting area wasn’t inviting-at all! I would say it was quite the opposite- as it was small and uninviting, to make matters worse it was poorly lit, it was a rather gloomy and very depressing, in other words- unwelcoming, there was no visible receptionist- everything was dealt behind a frosted glass- you couldn’t see who was sitting behind the glass, which made me wonder at the time if I was being punished- what was I getting into? At some point, I even considered accepting my crooked teeth and just say I was following a rock-star approach. Once inside the practice there wasn’t much of a difference, the same smell, the medical chairs were this mint-green color (very 1950’s) with some weird looking wood paneling throughout the walls and still that same sterile-hospital illumination feel- the room had old cabinets, gray color laminate in counters with countless little drawers containing all sorts of tooth drills and equipment, needless to say it was a one-day-deal. Thanks, but no thanks, no more. Eventually my parents found a second practice (much closer to where we lived) which was the other side of the coin, an inviting-well-lit waiting area, with comfortable seating and an atmosphere of serenity and relaxation, a soothing and relaxing experience. No more medical smell but rather the relaxing smell of sandalwood. End of story, years later (many years later) I finally understood the importance of commercial interiors and how these affect or trigger our emotions. This isn’t a critique about a particular practice over another in fact, the practice I ended up having my teeth fixed had only been in the market for 5 years, while the other practice had over 30 years of success! My point focuses on the importance of interiors and how these have a direct impact on some choices we make. Interiors have such influence on our decisions, yet we rarely think about them (interiors) even though our subconscious might think differently. Why do we prefer one place over another? What are the factors that eventually make us decide one place over another? It’s simple. Interiors, Commercial interiors are more than just “I have a friend who has a friend who has great taste, and will help you decorate” No, it doesn’t work like that, in commercial interiors there is a whole psychology behind the colors, finishes, textures and the impact these have on our subconscious. It has to do with more with the “what do I want to transmit” or “how do I want to make my clients feel, the minute they walk in” kind of questions. It’s all about the first impressions- remember one thing: your practice is a direct reflection of the kind of work you put into your clients. Read that again, and its ok- you probably didn’t know this, but now that you do, you can start by creating an inviting, welcoming experience into your practice- or you can start to see how your brand gets overpassed by younger and more conscious-aware competition who have made the choice to take their business to the next level. You decide.
The Boone Collective.
