Putting the ‘Architect’ in ‘Choice Architect’: Behavioral Science in University Building Design
A frequently encountered term in behavioral science is “choice architecture.” It suggests that choices are not made in a vacuum but are dependent on the environment—both physical and abstract. Candy specifically positioned in the checkout aisle will cause tired, hangry kids to throw tantrums, while exhausted parents give in and buy “just that one chocolate bar.” The choice to become an organ donor depends on a more abstract choice environment, what’s the default? Is there a forced decision point (e.g. when getting your driver’s license)? Much like how an architect chooses the material, shapes, colors, and layout of a physical space, choice architects design our decision-making environments.
Perhaps without realizing it, architects are also choice architects. The design elements of a building wield significant influence over the behaviors that unfold within it. Ultimately, leveraging this effect is crucial in designing successful buildings.
What is a successful building, anyway?
The key performance indicators (KPIs) that architects and designers are (traditionally) chiefly concerned with when evaluating a building include:1
- Energy efficiency (e.g. energy consumption)
- Indoor comfort (e.g., thermal comfort, air quality)
- Technical building performance (e.g., ventilation heat losses)
- Environmental factors (e.g., carbon absorption by trees)
- Economic factors (e.g., construction costs)
- Social factors (e.g. accessibility)
Additional concerns include aesthetics, safety, and general functionality. But these concerns focus on the building independent of the occupants. If you think back to the school you went to as a child, the office you work in now, or a hospital you may have visited, these KPIs lack one fundamental element. Most buildings serve a specific function and would not work well for much outside of that. A good school should look very different from a good hospital wing, a good classroom should not look (and feel) like an office.
The important dimension to consider here is the interaction between the occupants and their built environment. More specifically, we consider the influence that the building design has on peoples’ behavior, mood, productivity, social life, and ultimately, their physical and mental health. Especially in buildings with occupants that have diverse needs, such as students in their school or patients in a hospital. Taking a holistic view of the effect the built environment has on their behaviors and well-being is particularly important.
References
[1] Mosca, F.; Perini, K. Reviewing the Role of Key Performance Indicators in Architectural and Urban Design Practices. Sustainability 2022, 14, 14464. https://doi.org/10.3390/su142114464
About the Author
Dr. Clarissa Mang
Clarissa is a consultant at The Decision Lab. She is passionate about bridging the gap between academic research and the practical applications of behavioral science, enhancing the capabilities of policymakers and business leaders to make evidence-based and data-driven decisions. She holds a PhD in Economics from the Ludwig-Maximilians-University Munich in Germany. Her research focused on the role of psychological and social constructs in designing successful health and development policies, such as the role of social norms in expanding women’s access to menstrual products in Bangladesh.
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