When a customer enters a commercial space, they unconsciously register a number of different elements. Lighting, furniture and especially surface materials combine to create an overall impression that can either entice the customer to stay longer or drive them out quickly. The surface materials of a commercial space are not just an aesthetic choice, but strategic decision, which has a direct impact on customer experience, convenience and ultimately purchasing decisions. As a designer or building professional, you know that surface materials are one of the most effective ways to communicate brand values and create the desired atmosphere.
The importance of first impressions - what surface materials communicate to customers
The first impression of a commercial space is formed in seconds. Surface materials are one of the first things a customer senses, both visually and through touch. High-quality surface materials communicate reliability and professionalism, while worn or poor quality surfaces can easily give a cheap and sloppy impression.
The surface materials serve as a visual extension of the brand in the retail space. For example, natural materials such as wood, stone or high-pressure laminates with organic patterns communicate environmental awareness and authenticity. Glossy, modern surfaces, on the other hand, communicate a technology-driven and innovative brand.
Touch surfaces such as counters, tables and door handles are particularly important for the customer experience. A cool stone surface, a warm wood material or a smooth laminate each create a different sensory experience that is remembered by the customer as part of the overall brand experience.
How do surface materials affect customer comfort?
Surface materials have a significant impact on how pleasant and comfortable a space is perceived by the customer. Hard, reflective materials can make a space feel resonant and restless, while softer, acoustic-enhancing materials create a calmer environment.
The thermal properties of materials also have a significant impact on comfort. Cold-feeling surfaces, such as metal or certain types of stone, can make a space feel distant. Wood materials and modern composite materials, such as Kerrock materials, offer a pleasantly warm sensation that invites you to touch.
Thoughtful use of surface materials can extend the time customers spend in the space. For example, in a restaurant or café, the right choice of surface materials can make customers relax and stay longer, often leading to higher consumption.
Durable surface solutions for high occupancy in commercial premises
In commercial premises, surface materials are subjected to much more stress than in the home environment. In high-traffic areas, materials must be able to withstand constant wear, abrasion, impact and various types of stains.
High-pressure laminates are an excellent choice for commercial premises thanks to their exceptional wear resistance. They are highly resistant to scratches, impact and moisture and are easy to clean. This makes them ideal for applications such as display stands, table tops and wall panels.
Easy cleanability of surface materials is key in commercial premises. Well-maintained surface materials maintain their presentable appearance for years, thus maintaining a positive customer experience. A smartly chosen, durable surface material pays for itself in reduced maintenance and replacement costs.
The impact of colours and textures on purchasing behaviour
The colours and textures of surface materials have a direct impact on the mood of customers and therefore on their purchasing behaviour. Shades of red and orange are stimulating and activating, which is why they are often used in fast-food restaurants where the aim is a quick service. Blue and green, on the other hand, are calming and can be used in places such as spas or premium shops.
Textures add depth and interest to the space. Rough surfaces, such as certain stone materials or textured laminates, can make a space feel earthy and inviting, while smooth and glossy surfaces create a modern, luxurious feel.
Different material and colour combinations are used in different industries. For example, in the health food trade, natural materials and earthy colours reinforce the image of naturalness, while in the technology trade, glossy, smooth surfaces support the image of innovation.
The role of surface materials in an accessible customer experience
Accessibility is an important part of modern commercial design. The choice of surface materials has a significant impact on the accessibility of the space for different customer groups. Slip prevention is a critical safety factor, especially in entrances and wet areas. Materials should be selected to provide sufficient friction even when wet.
Contrasts in surface materials help visually impaired people to better perceive the space. For example, a clear difference in colour between the floor and walls or the marking of passageways with a different material will make the space more usable.
Reflections and shiny surfaces can cause glare and make it difficult to see the space. Matt materials are often a better choice for spaces where accessibility is particularly important.
Steps to successful material selection in commercial design
A successful choice of surface materials starts with a precise definition of the intended use of the commercial space and the target group. It is essential to understand who your customers are and what they expect from the space. Luxury shop customers have different expectations to those of everyday grocery shoppers.
Brand identity should guide material choices. The colours, textures and style of materials should reflect the values and personality of the company. At the same time, practical requirements must be taken into account: the surface materials of the commercial space must be resistant to their intended use and easy to clean.
It is also important to consider the budget and life-cycle costs. Choosing high quality and durable surface materials can be cheaper in the long run than choosing a cheaper and faster-wearing material.
Expert help with material selection is often invaluable. At Lore, we have an in-depth understanding of the technical properties and aesthetic potential of different surface materials. We offer high quality, durable and visually striking surface materials to help you create unique and memorable experiences for your customers.