Plainview, NY, April 29--Michael Payne, design guru and host of HGTVs Designing for the Sexes, recently presented a marketing talk to 120 designers, architects and builders at ProSource of Nassau County in Plainview. The event was sponsored by Wear-Dated carpet fiber.
A self proclaimed "master of diplomacy," Payne talked about the importance of finding a balance between beautiful and functional design concepts, to please both men and women.
During his presentation, Payne focused on the "Three Things Clients Don’t Tell Us," including:
"They don’t tell us their feelings about color." While men are reluctant to make changes or share their feelings about color, women love and embrace color, often using it from head to toe in their own wardrobe and makeup. Reaching a compromise on how the couple will use color in their home is a key first step.
"They don’t tell us their feelings about privacy." Women need privacy, such as window treatments, no matter how far away the neighbors may be. Since men are usually not conscious of privacy, they often do not think to consider it, and women don’t volunteer the information without being asked. Addressing the needs from the beginning will be helpful for the room design.
"They don’t tell us which of their 'collections' they expect to see incorporated." Both men and women have their own décor items that have sentimental meaning, but can also clutter a space if too many are used. Payne recommends taking away all of the elements and adding a few at a time. Periodically rotating the items still lets them be showcased, with new fresh items every few months.
"Michael commented about women wanting lots of texture, such as fabric and carpet, while men look more at the functional side—a good entertainment system—for example," said Christine Whittemore, director of in-store innovation and ProSource of Nassau County account manager for Wear-Dated.
"Michael has dealt with hundreds of clients who know what they like, but don’t communicate it clearly," said Lea McIntyre, Wear-Dated’s northeast regional manager. "Designers and builders face this challenge every day, and we hope that the discussions today will be helpful for them." McIntyre facilitated the Michael Payne event at ProSource of Nassau County.
