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Connecting the Dots of Your Brand

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In grade school, I think every child uses Crayons to play a game or colors in a book, playing connect the dots. Starting out at dot number one and proceeding through a series of lines from dot to dot resulted in an illustration of an animal, person or object. At some point the child’s perception would kick in and he or she would be able to guess the intended image. In a more grownup fashion our perception never stopped playing these games.

There are principles in design known as Gestalt Principles of perception (gestalt was first introduced in contemporary philosophy and psychology by Christian von Ehrenfels, a member of the School of Brentano) which states that wherever possible people perceive separated items in close proximity as one distinct item rather than multiple parts.

Notice how the items below are perceived first as a whole cylinder and triangle
then as a series of unconnected dashes.

The propensity to perceive individual items as one is so dominant that gaps are closed, information not provided is automatically filled in, and imagination fills in the missing information. For example the series of lines in individual patterns shown below often are construed as completed images. The tendency to process things in this way is not something that one needs to think about or calculate, but rather it is automatic and happens subconsciously; there seems to be an inherent need to simplify the perceived rather than process complexity. Notice how the items below are perceived first as a whole cylinder and triangle then as a series of unconnected dashes In this manner your office is made up of multiple people, office furniture, floors, walls, lighting and equipment. Blending these elements together into a congruent whole that creates a unified perception will be a very relevant factor in how the viewer’s subconscious fills in the gaps of perception. No matter what the product or service, perception is everything. Having the greatest product means nothing if the perception of that product is below average. What clients and associates see, hear, feel, smell and taste while in your office environment helps them fill in the gaps about your company and thus, your brand.

Whether you are outfitting a conference room, reception area, putting in desks into private offices or building collaborative open plan work spaces, positioning each element, although separate, into a visual and functional arena that focuses your intended perception of your brand makes it easy to connect the dots. By using simple designs both in form and function, that all point to a thematic message, it creates ease for viewers to fill in intension gaps. On the other hand complexity in design without demonstrative connectivity requires greater cognitive presence to make connections. For this reason, we at 90 Degree Office Concepts have elected to create a series of office furniture designs that are simplistic and consistent with modern or contemporary design. We believe a modern design in your office reflects the elements of today’s business profile. From the moment a client enters your office, and about six seconds thereafter there will be an unconscious perception made about your company.  If the way your business is perceived matters to and you would like more information about creating affective environments contact us at: This email address is being protected from spambots. You need JavaScript enabled to view it.   or call 1-855-699-0334.