The Economics of Creativity

Today, The Wall Street Journal reported that because of slumping new home construction, builders are being forced to rethink their sales strategy. (see article) They are designing homes with fewer amenities and luxuries and focusing on their client’s needs and must haves rather than trying to wow them with grand foyers and lavish master baths. The reality is that because of the economic downturn, people have become more frugal in their thinking either by circumstance or by choice and the building industry has had to adjust its way of thinking.

Builders must now rely on creatively designed homes to entice buyers to build and we in the landscape industry must also adapt to this new way of thinking. For years “McMansions” have been the staple of builders nationwide and landscaping these homes has been all about extending the indulgences of the inside of the home to the outside. Proposing elaborate grill stations, luxurious pools, fireplaces and enormous patio spaces for these homes, was an easy way for landscape designers to wow their clients. Although many of these elements do require a certain level of expertise and design savvy, they have become somewhat too reliable and predictable.

As buyers begin to trend more towards the “Not So Big House”, focusing on the architecture of the home rather than the square footage, we as landscape designers must also focus on complimenting the architecture of the home and creatively meeting the needs of the client without resorting to using elaborate and over the top design elements. In short, the economy is forcing the landscape design industry to rely more on creativity to meet the budgetary and functional needs of the client.

Form Follows Function

When designing for the new home builder or the renovation client, one must remember that good design begins with the simple philosophy of form following function. Listening to the client and extracting their wants from their needs will allow a good landscape designer to focus on delivering a well appointed and functional design that speaks to the client’s sense of style. Creating a functional design begins with understanding how the client intends to use the space. Asking questions such as “How much time do you spend outside?” and “Do you entertain a lot?” will give the design functional direction. Only when the functional needs of the client are understood, can the creative design process begin.

The Devil is in the Details

            Just as meeting the functional needs of the client rest on asking the right questions, meeting the aesthetic needs of the client hinge upon observation. When gathering clues as to the clients sense of style, it is important to take cues from the inside of the home as well as the outside.  Paint color choices, furnishings, art and other amenities will offer insight into the clients likes and dislikes. Does your client have bold colors on the walls? Do they have more modern or contemporary furnishings? What kind of art do they display?

Just as the inside of the home offers insight into the specific style of the client, the architecture of the outside of the home needs to be addressed as well. Is the home a French Colonial or a Saltbox? What type of façade is on the home, stone, brick or siding? What colors are used in the façade and trim? It is important to pay close attention to the details of both the outside and inside of the client’s home in order to focus ones creative design energy in the right direction.

When Life Hands You Lemons

            What’s wrong with lemons? While some in the landscape industry might consider the recent economic downturn a challenge, I contend that it is actually a catalyst for more functional and creative landscape design. As consumers shift their focus away from elaborate and over the top outdoor spaces and towards more realistic and functional design, creativity will become the prevailing commodity with which landscape designers will impress their clients. When every dollar counts, consumers tend to pay closer attention to the details and how their needs are being met. As we move forward, I believe that we will not look back upon this period of time as the end of something good, but rather the beginning of something better.