Television marketing messages appeal to emotions. People buy for emotional reasons and justify it later intellectually. Watch a TV commercial depicting any work place and look carefully at the set and you’ll notice that there is nothing random in their choices. When Ditech wanted to express ‘ no hidden fees in their loans’ they showed the woman answering your call in a transparent cubicle; no secrets there.
Mercury Insurance depicted offices with ridiculously low ceilings, desks and doorways with hunched over workers ‘inspired’ to lower prices. It was thoroughly silly but got your attention and delivered the message. The ‘doctor’ selling you drugs sits in an office set, the older the product’s target demographic, the more conservative the furniture.
Set designers know viewers are easy to pitch to because they know the visual language of TV which is similar but neater than life, reality has more random factors. That profusion of ‘doctor’ shows have transformed medical offices everywhere until they all look like TV sets. When you walk into a business or work space you read it the same way that you read a commercial, or situation comedy, or crime drama. Keep that in mind when you design your space and use that to your benefit.
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