“They didn’t have it in metallic grey,” my neighbour complained about his newly purchased car. It was again proof that emotional motives, such as colour and shape, play a large role in the purchase of all kinds of products. In the office market, too, matters such as feeling and sentiment appear to carry weight in the choice of location and building. Partly on the basis of these factors, the office market can be divided into segments. Marketing responds to it. As for passenger cars, where a distinction is made between ‘city or shopping cars, family cars and top-of-the-line models’, the office market works with different target groups.
Read more in the Dutch article “‘Emotionele Factoren van Groot Belang bij Keuze Kantoor’ published in Geography magazine. (19931002 Geography – René P.M. Stevens MSc Arch)