To make your office look polished and finished, your art and accessories need to be well thought through. Today’s blog will discuss how art should and can reflect the image and culture of your practice. We go a little bit into something called the philosophy of design intent. To put it simply, it’s all about your office “zones.”
Location & Types of Art
Our stance on artwork comes from not only our interior design knowledge, but also our experience as Chiropractic patients and Chiropractic advocates.
Art and accessories should reflect the image and culture that is driving your market. Your goal is to get your patients into “the zone”…to know you, to like you and to trust you. You need to focus on the theme of each zone and the art needed to complement that theme, this is called design intent. How do you want each zone to make your patient feel and tell your patient about your practice?
Zone 1: To Know You
The reception area is your opportunity to make that all important first impression for your patients. We believe that when a patient enters your space, they should feel like they are at home in their living room, or in their favorite store or restaurant. It should feel comfortable and familiar, as if they “know you.” Targeting your demographic is the first step to creating an atmosphere of comfort and familiarity, which we believe is of the utmost importance. In your first impression space, “zone 1”, artwork should be complementary to its surroundings rather than a pushing a chiropractic message.
Quick note: yes, we do believe in and love Chiropractic education. Having items that are available for patients to pick up such as brochures or magazines is still essential. A television running in the background with testimonials or “stories” seems to be unobjectionable, as are testimonial booklets that can be picked up and read. These are all effective means for promoting your business but still maintaining the comfortable resemblance of a living room.
With this idea in mind, we love using the artistic expressions of the human spine as a form of art for your reception area. It is beautiful and creates an essence of subtle branding, while affirming the importance of the nervous center to our overall well-being.
Zone 2: To Like You
As your patients transition into your office, whether through a corridor or open bay, the art and accessories should begin to transition also. They now enter what we call “Zone 2”. The art should begin to help them to understand what Chiropractic can do for them with subtle messages and testimonials to help them “like you.”
We love testimonials! If displayed correctly and artistically, they can be an enhancement to your space. To do this best, frame and matte them identically to create a sense of order and consistency.
Zone 2 is another place for those epigram type messages, on the wall or in a poster with an inspirational photo. Once again, make sure that the framing is consistent with your message of quality – no thumb tacked posters.
As always, be intentional about it. Walls full of messages are too busy, will be overlooked, and make no impact to support your cause. They start to get into the “hard sell” or garage sale mentality. Keep the material you use light and pleasing to the eye.
Zone 3: To Trust You
Once your patients enter the exam rooms, report of findings and treatment rooms, they are in “zone 3”. The focus here is to gain “trust’ by displaying your knowledge of the industry and human body. The theme has shifted as they move through the office from the known comfort of the familiar, to identifying and liking this, to now “they can help me and I can trust them.”
This is a great place to hang your degrees, certificates and honors. Add in educational posters, surrounded by more of the stronger aka “hard sell” messages of chiropractic and holistic healthcare. The educational posters can be phases of spinal degeneration or body nerve illustrations. The key design factor here is the concurrency between your message and how these items are displayed. Ask yourself – “do they represent your image?”
Looking for more help?
CrossFields specializes in helping your office represent your desired image and creating a welcoming culture. We would love to learn more about your vision and help you bring it to life!