Communication comes in many forms, the majority of it being non-verbal. Indeed, only seven percent of all communication is your choice of words, meaning 93 percent is some version of non-verbal interaction, such as body language, tone of voice, behavior, and color choices. With those figures, it's easy to see why non-verbal methods of communication have the most significant impact on how others view us. In a world that's full of these influential bits of media around every corner, it's no wonder businesses and individuals alike take special care to ensure the places they claim as their own are an accurate representation of who they wish to be. We all judge a book by its cover, even when we know it's not always the best illustration of what's inside. Therefore, we have to design our "cover" in a way that angles others to see us how we view ourselves.
Aesthetics, a set of personally-defined guidelines that direct the work of a particular designer, play a significant role in a business's relationship with its customers and employees. In the study "Design, effectiveness and role of visual merchandising in creating customer appeal," researchers found that visually appealing stores and outlets helped customers create an image of the brand in their minds. The same can be true for all businesses, and a cannabis farm is no different. Visitors will subconsciously make assumptions about a company based on their impressions of the space, so it's important to us that those assumptions are accurate.
Color theory can come into play here, especially if you are a brand, finding that people commonly associate blues with trust, natural tones with organic and sustainable products, orange and yellow with energy, and red with passion. The "Halo Effect," the science-backed idea that human minds assume good-looking people/things have other positive qualities aside from their visual appeal, also applies to the design of a business's setting or product configuration. We must create a space that is true to our business's identity so that a customer's first impression of us is in line with our company's values and beliefs.
But ultimately, the idea of aesthetics must stem from a genuine place. We, as business owners, must ask ourselves, "How would I design this space for me?" If we want to attract the customers that are right for us, we have to design the space based on our personality and values. And because our personalities can change with time, so can our business's personality. It is progress without end as we evolve our aesthetic choices with our business's character.
At Giving Tree Farms, we offer farm tours to our clients, and therefore, have taken the time to create a space that speaks to who we are: a sustainable farm that strives to work with the natural elements. Our recreational garden area, attached to our living spaces and only a few steps away from our integrated greenhouse, works alongside our natural climate, requiring as little effort on our end as possible. No watering is necessary since it's fed through the heavy rain showers in the spring, and the drought-resistant nature of the chosen plants sustains them through the dry summer here in Northern California so that we can simply enjoy the area in a no-fuss fashion. "When your content, their content," says Uschi, our aesthetics coordinator and mother to owner Chris Butler. She believes in the importance of having a space to relax and escape, not only for visitors but also for employees. "When you enjoy your work, you work better," she adds. Responses from visitors of the farm say they love the tranquility of this area. The trickling water bubbling in the fountain seems to harmonize with the buzzing of bees and rustling leaves perfectly, and the warm sunshine takes all your worries away. The magical essence of the recreational area has evoked emotions that flutter us away to paradise. Uschi recalls a visitor requesting, "Let's not talk. Let's just listen to the water," as they stood by the fountain.
When asked what advice she has for farmers who also want to improve their aesthetics around the property, Uschi replies, "What makes you happy, express that." She suggests working when you feel motivated, and not to force the creative process. "When you want to do it, the outcome is better."
Our property in Anderson Valley is nestled between tall redwoods, various native oak trees, and magnificent rolling hills, and we would love to have you out for a visit. When the cultivation season is in full force, we have plants in the greenhouse, hoop houses, full sun, and nursery. We do all of our processing and cure on-site, so depending on the time of the year that you visit, you may be able to see our after-the-chop process, too. We invite you to come out so we can show you around our facility - schedule a farm tour by clicking here!
However, we understand during this COVID-19 pandemic that a physical farm tour may not be of interest to you. Therefore, we will be offering virtual tours of our facilities until this pandemic is under control. By following the link below, you can view our climate-controlled greenhouse up-close and personal. Visit our website or reach out to us directly to keep up with future virtual tours of Giving Tree Farms.
Click here for a virtual tour of Giving Tree Farms’ climate-controlled greenhouse!