Why Are Murals a Big Deal These Days?
All Trades Design Co. works on a window mural at the Gateway Plaza on Ohio State University Campus, 2022
We see them popping up everywhere, in both urban areas and small towns; in shopping malls and at big events. Whether you’re just out enjoying a Sunday afternoon or strategizing your business’s next marketing move, it’s hard not to notice that murals are taking over our everyday spaces. But why?
Eye-catching building fronts and walls make people feel good.
It’s no secret that our environment affects how we feel. Take the work-from-home shift many have experienced over the past few years. The general consensus is this: whether you're outgoing and love working around others or introverted and prefer quiet environments, the qualities of your living space greatly impacted this transition.
And there’s data to support the impact of one’s environment on their well-being. A neuroscience study in Vancouver measured people’s increased level of ease and sociability when walking through rainbow-painted crosswalks. Even people visiting the city who walked through these spaces shared that they felt a greater sense of belonging and safety while walking through the colorful additions to a monochromatic urban landscape.
Artwork in office settings creates a positive impact as well. Dr Craig Knight, a psychologist who studies work environments, conducted a study on levels of productivity and workplace satisfaction. In the space filled with art and greenery, results were 15% greater versus a “lean” office with no art or personal touches permitted. In an article for The Guardian about this study and his work, Knight stated:
“Some companies consciously use art as part of their retention strategy… 'Aesthetic' in the truest sense means energy-giving which is what a workplace needs, rather than a bland, industrial environment which can be more like giving workers a dose of anaesthetic.”
Colorful public-facing design leads to more sales.
More and more, businesses are choosing to invest in murals to bolster their marketing strategies. An article published by Forbes Magazine exhibited the results of a marketing study that showed by adding murals to the storefronts of a previously bland commercial area, participating businesses' foot traffic sales increased by 5-15%, and some up to 50%.
Business owners from this study mentioned that some people wouldn’t even know their business existed if it weren’t for the mural painted right outside. People would slow their pace and stop to linger when walking through neighborhoods that were given aesthetic attention, especially when that attention involved bright colors.
When a community member feels a connection to a place, the more likely they are to nurture that connection by continuing to engage. When urban environments choose the method of “placemaking” via murals, the more we see people spending time there, taking photos and video to share on social media, and even spreading their experiences by word-of-mouth.
Humans crave handmade, physical beauty now more than ever.
As advancements in technology increase, so has the demand for handmade experiences and goods. Even Amazon has recognized this trend by developing their “Amazon Handmade” market for consumers who value the effort behind a handmade item.
I’m sure the business strategists out there have heard the phrase “intention signals purpose”. Research conducted by Kurt Grey has supported this notion, showing that when we are aware of the intention behind an experience, we are more likely to enjoy it. Walking by a hand-painted mural, you see that someone has physically installed it. Witnessing this would naturally pique your curiosity and appreciation for the effort that went into it and pull you into the story of why it was commissioned in the first place.
Next time you find yourself being taken aback by color-swept sceneries sprinkling our evolving cities and communities – you’ll know why you didn’t stop to notice before murals were lighting the way.