Every thought-provoking photograph, every noteworthy painting, every architecturally-interesting building, and every well-designed room has a focal point. It could be subtle, obvious, inviting or startling. It’s that one thing that catches our attention and invites an instinctive response.
Photographer Ansel Adams, painter Georgia O’Keefe, architect Frank Lloyd Wright, interior designer Juan Montoya are names that call to mind beautiful art and welcoming spaces. While most of us aren’t in their league, we all have the ability to create a space with inviting focal points that will be remembered. For some, it will define your business!
Coyle Funeral Home in Toledo, Ohio has a very long entrance hall which ends in a “T”. The short arms of the “T” provide access to the visitation rooms. The hallway has no natural light. Amazingly, this hallway, which could have felt like a dark tunnel, held a surprise. At the end of the hallway, guests are greeted with a hand-painted mural of double doors opening to a lush garden. Well-positioned spot lighting completes the effect of this trompe-l’oeil. Nearby furniture anchors the scene to reality. It is as if you could walk into that garden and escape into a more beautiful, peaceful world. What an amazing focal point!
Smith Funeral Home in Grinnell, Iowa has a warm, inviting entrance. A step in the door leads the eye to some remarkable antiques. The second look takes in in a long hallway carpeted in a Meadow Green color is punctuated by several wide doorways. The third glance is the most captivating: an artistic collection of veterans’ memorabilia from World War I through the present. The wide hall and doorways welcome all. The antique furniture calls to mind a reverence for hand-made works of times past. A feeling of comfort and value for each person is implicit in the décor.
Every location can have memorable spaces or visual interludes. To determine focal points, try this exercise: Approach the threshold of a room, space, hallway, or visitation area by looking down at the floor, then stop. As you raise your eyes, notice where your glance naturally follows – first, second, third. The first focus should be the “invitation” – what you want people to see first. An heirloom grandfather clock or an entry table topped with a gorgeous flower arrangement are good options to “catch the eye” and welcome the viewer.
The second focus should be a transition. This “stop” pulls your eye to another spot in the room. Perhaps the dark beams in the ceiling or a tall curio/bookcase or gleaming chandelier would catch your attention next. This focus moves the eyes to discover more of what’s in the space. Keep in mind that this transition should be gentle, not startling and the transition should encourage eye movement at different visual levels. For example, if the first focus is a large, colorful painting about eye-level, then the next focus might rest higher or lower at a little distance away.
The third focus is the final step to visually sweep remaining space. Think: look left, right, center, or up, down, middle, or front, back, center, or combinations thereof. A small chair stuck in a corner isn’t where you want the eye to rest. Yet, a prized collection of old Matchbox cars in a waist-high glass cabinet might be just the discovery to motivate you into a space.
By blending all three “snapshots” the viewer can focus on the whole room/space and comprehend what gives the space or facility it’s full character and warmth plus makes it memorable.
Suggestions for focal points:
• beautiful stained glass window
• intimate seating group
• unique architectural elements
• well-decorated, organized remembrance table
• artwork/sculpture/painting/mural
• inviting hospitality area complete with coffee pot, cups and other beverages
• dramatic flower arrangement/greenery
• lovely outdoor view
• collections – quilt samples, historical photographs, figurines, travel memorabilia
• unique urn display
• use a spotlight to highlight – fireplace, seating group, tapestry, etc.
I’ve heard from some funeral directors that they want the main (read: first) focus to be on the deceased. Of course! The true focus should be on the deceased and the family but direct guests to make some other “visual stops” before resting on the casket, urn or paperwork. The interesting focal points at Smith Funeral Home and Coyle Funeral & Cremation Services are compellingly memorable. The best visual cues will make your guests remember your business and feel comfortable each time they walk through the doors.