Wood use in nonresidential construction : A case for communication with architects

The North American nonresidential construction sector has long been identified as a potentially important segment for wood products. This study explored the challenges to wood use in this market from a communicational perspective. Building on previous literature, the study provides an updated overview of the perceived identity of wood among architects in nonresidential construction. When compared to steel and concrete, wood is deemed to be the most environmentally friendly material. Wood products, however, are not perceived to perform as well as concrete, especially in the areas of durability and fire resistance. Using a common brand personality scale as an exploratory technique, this study also sought to provide additional insight regarding the character of wood. In general, architects perceived wood to be a 'sincere' but 'unexciting' structural material. Lastly, the informational needs and challenges that architects may face when designing with wood were identified. The most commonly cited topical areas for which information needs were highest included sustainable design, the environmental footprint of wood, project-costing with wood, and wood suppliers' capabilities. It is proposed that the specification of wood by architects presents a case for better communication on the part of wood producers and that, increasingly, wood products will become inextricably linked to product information.