A study in re-establishing the corporate identity of a post office institution with gender-related differences in perception of space

Baskaya A., Wilson C., Ozcan Y., Karadeniz D.

JOURNAL OF ARCHITECTURAL AND PLANNING RESEARCH, vol.23, no.1, pp.43-59, 2006 (Journal Indexed in SSCI) identifier identifier

  • Publication Type: Article / Article
  • Volume: 23 Issue: 1
  • Publication Date: 2006
  • Page Numbers: pp.43-59


In the presentation of corporate image, the role of architecture is quite considerable. The architectural identity stressed in this work is the use of whole components of space as a communication tool. Although the post office is an institution dealing with communication, the image of the post office for users is not architectural (three dimensional) at all, only graphic (two dimensional). To test the assumption that an architectural image might change depending on the experience with a space, a post office example especially designed for that purpose was studied. While analyzing the functional quality of the selected example's Public Hall, the perception of the space was tested, both in infrequent and frequent rise. This work discusses the two types of images that a post office institution should have and put forward: initial image (sensation) and actual image (perception), which can differ depending on the subjects' spatial experience. An initial image is, the result of infrequent use, and an actual image of frequent use. In the infrequent case, it is assumed that sensations are concerned with the physical characteristics of the space. In the frequent case, it is assumed that perceptions are concerned with the functional qualities of a space. Even though respondents will be indecisive about the spatial quality of space (depending on the frequency of use and multiple experiences of a space), users can learn about an organization better through more than just one experience, forming a general image about it. The effect of gender on the performance appraisal task was also examined. Compared to females, who were more frequent users, male users mostly stressed the physical characteristics of the space rather than its functional qualities.