During my time getting my architecture degree in college, I realized pretty quickly that not many people saw things quite the same way. I have always wanted to see and understand how every little connector, part and component go together and was excited to see that many great architects of the past and present felt the same. While most were interested in the final product of architecture – the outward appearance of the finished project – I was equally interested in all the things you never see once a building is completed. All the materials, products, connectors, etc. are as beautiful to me as any stainless steel appliance, granite countertop or other decorative design element.
Architects tend to have 2 streams of consciousness running simultaneously
This is the way most of the architects you will encounter look at the world. They look at everything, they see everything and they tend to maintain two tracks of consciousness :
- The way the world is
- The way the world could be
It is like there is a sub-title track at the bottom of their movie, constantly trying to bridge the gap between what is, and what could be.
Help them bridge the gap
Visually, this means show them how you product makes the world better. Demonstrate your love for your products by making them look beautiful. Explain how your product keeps that wall from deteriorating (thus becoming ugly) by helping water drain out. Share the root passion of how and why your product makes the world a more beautiful place.
Regards and I hope you find beauty today, even when it is not pretty.
-JY
About the Author :
Jason Yana has 2 decades of experience in architectural technology, 3d graphics and construction marketing. This unique combination provides highly-effective visual representations of building products that fuel marketing and support efforts.
His award-winning body of work informs, inspires and educates building product customers.