Forming an Impression of a Business - What's Involved?

How is an impression formed? 

The work of two marketing professors suggests that a customer’s impression is formed by a process that involves integrations, inferences, and attitudes (Schmitt & Simonson, 1997). Integrations involve taking the known information about a particular business or profession and creating a logical understanding of what it is and how it is to be engaged.  Information that is not known but is added by the customer’s previous experiences is called inference. As the customer fills in these blanks of factual information with his own understandings from earlier situations, it also fills in the impression. Attitudes then project a feeling or response that can be positive, negative or neutral.  The internal processing of these three parts forms the overall impression.

These three aspects of the process are difficult to delineate because they reference each other’s information.  When entering any place of business, an impression is formed. Earlier thoughts and experiences about this profession cannot be extracted from the mind.   A preconceived idea of what and how this business and its staff are to be experienced has already been formed in the client’s mind.  If the first impression matches or exceeds this, the client feels they have entered a professional environment and will likely transact business.  If not, it is possible that the client will not elect to do business.  

The client picks up non -verbal messages through the design of the office space. Many businesses are unaware of how important this area is to their image.  The business reception area introduces the business to the client – positively or negatively. 

Previous research results indicate that people may form quick impressions on limited information. This information may be too easily placed into categories which create stereotypes and form an impression about the qualities that a professor, a dentist, or a lawyer possesses.  This stereotype is then transferred to the place of business.  The combination of the stereotype and the environmental impression influences a person’s thinking about the person and place.

Think about what a client ‘expects and has experienced’ in your line of business.  Does your place of business meet or go beyond those integrations, inferences, and attitudes of your clients? 

(BTW -  the photo above is of a children's dental office.  Now there is a place to make SMILES happen!!)

Silent Space - The Value of 'What is NOT'

Let me introduce you to a concept I call ‘silent space’. While much is written about ways to bring silence into our daily patterns by meditation, prayers, and quieting the technological noises around us – the idea of silent space has gained little attention. Silent space is more than space without sound. Silent space is a visual emptiness that pulls us from our busy lives, calling us to focus our attention, quieting us, and even changing our breathing.  The medical profession has discovered that silence can lower blood pressure and steady the heart beat. Perhaps silent space can do the same by inviting our bodies into restfulness.

Silent space allows us to see the beauty of the natural elements and asks our senses to be involved.  We want to feel the smooth marble, watch the magic in the prisms of light,  be amazed at the artistry found in the wood grains, listen to the water as it babbles, and marvel at the architectural designs of the built environment.  Each of these elements of nature can be savored, allowing us to be present in the moment, in the space.

Perhaps it is helpful to speak of what might be the opposite of silent space. Let me suggest crowded, too full, demanding, and cluttered.  Clutter confuses and distracts us.  It is much more difficult to navigate our thoughts and bodies through clutter.  Clutter often happens because our culture is not comfortable with emptiness. We want to fill every wall, nook, and corner with ‘something’ or ‘anything’. We are uncomfortable ‘seeing silence’.

          Seeking emptiness as a ‘presence’ is to acknowledge the artistry of that which is both ‘in’ and ‘not in’ the space.  An art gallery values the silent space around a painting or sculpture in order to see and appreciate its beauty. The notes of music need pauses to hear the rhythm.  We speak of the importance of white space on a page in order to easily comprehend the message.  Silent space allows so much more to be seen and experienced.

Business marketing guru, Tom Peters, suggests that all good design conveys the qualities of simplicity, beauty, clarity, and grace.  Inherently these qualities help to design for silent space.  Simplicity invites putting only what is needed in the space for that moment and time.  Focusing on simplicity eliminates clutter and putting too much in a single space. Beauty is introduced by the integration of the natural world and seeing the natural elements as part of the art expression within the space.  Clarity seeks to name a focus and intention of each space and what happens there. Grace is the uncomplicated flow of whatever activity happens in the space with whatever physical attributes are there.  The quality of grace as a design principle is the ease of using and being in the space.

Simplicity, Beauty, Clarity, Grace, Silence.  Where are these qualities found or challenged in your spaces?  Are you beginning to think about your spaces differently?  Hope so!

A Great Place to Wait . . . Affiliated Dentists of Monona, WI

I have entered the waiting area – waiting for my name to be called- waiting for my appointment- waiting with thoughts of hope and optimism – no major dental work please!  Why is it that as my dental appointment nears, all my teeth suddenly show indications of potential trouble? Does that happen to you, too? My thoughts quickly turn to the end of the appointment when I am handed my new toothbrush and my entire body sighs with relief!

But meanwhile I am waiting . . . I am the only one in the waiting room. As I let go of my ‘dental phobia’, I suddenly notice what a wonderful space this is. It’s up to date, contemporary art on the walls, plenty of space for people to sit.  A TV is on the wall in the corner, backlit shelves display artwork and dental information.  Magazines are easily visible and accessible in an acrylic rack on the wall. What a great idea for keeping magazines orderly! From across the room I am able to decide which magazine will engross me while waiting.  WOW!  I notice that it holds not only magazines but also brochures on various dental concerns. 

The U-shaped room gives enough distance from the open reception desk so that I am not drawn into their work conversations.  I can watch the TV or read or be deep in my own thoughts and be perfectly at ease. Plenty of ‘personal space’ here.  Lighting is varied and makes the space feel more living-room-like.  Table lamps, the lighting from the shelves, track lighting, and wall sconces all add to this multi-layered and very pleasant illumination.  The overall lighting makes reading comfortable and creates a softening that quiets the nervous dental patient who is waiting. Windows line the upper part of the interior wall and invite the light from the hallway to come into the waiting space.

Chairs are simple and offer good support.  There is a mix of ‘chairs with arms’ and ‘chairs without’.  What good thinking!  This accommodates those who need assistance while getting up as well as those who may not comfortably fit into these supportive arms.  Two signs acknowledge that there is1) free WIFI and 2) If you do not wish to watch television or if you wish to watch a different channel, please let us know.  Both signs give the ‘patient in waiting’ permission to do so.

A small picture of the team of dentists is on the shelf to make them very recognizable.  The artwork adds interest to the room. The greenery on the tables softens the angles of the room and its furniture while also adding an enjoyable aspect to the space.

Five others have joined me. ‘Susan’, the dental hygienist smiles as she calls my name, “We are ready for you.” The waiting is over and what a curious thing – my teeth seem rather normal now! 

(Permission has been granted to feature this business.)