CAI-NJ Nov. 2019(w)

DESIGN... from page 36.

Browns, for example, are popular in private residences, but they can turn to black for an older eye. This is only one of the considerations a commercial interior design firm needs to think about when designing for specific audiences.

Keep Your Branding Guidelines in Mind

Brand guidelines determine how the elements that make up your brand are used and fundamentally dictate how your business communicates with your intended target market. They are a set of rules to create a unified identity when connecting multiple elements within your brand, including but not limited to color palettes, logos and typography. A brand’s look and feel are what sets it apart from its competition. In a competitive industry like travel and hospitality, incorporating brand stan- dards into regional design aesthetics is a must. For example, a hotel chain will not tell a Florida facility that they have to have the exact same look and feel of a sister venue in Minneapolis. While the overall brand is the same, the regional needs and anticipated uses for the space are different. This is why it is essential that you work with a commer- cial interior design firm that can develop a public space that fits the region and supports the overall brand aesthetic. In other instances, brand standards for a single-venue client may not exist. Your design firm should collaborate with you to create one. This includes defining the look, feel, and overall quality to create a design standard that can be referenced and imple- mented for years to come. n

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