Information and message in architecture as a form of social communication

To analyse the role of architecture and faęade graphics in social communication. A few questions need to be answered. Can the message and form of the graphics on a glass faęade be used in shaping social consciousness and creating social identification? One of the aims is to examine the marketing potential of the message in an image on glass, and the potential to use it in building a region’s brand. Design/methodology/approach: The study included 40 buildings in which faęade graphics were used with the aim of conveying a social message. These were examined, and then useful aspects were selected for further analysis, divided into the following categories: demonstration of the city’s pro-environmental policy, demonstration of the city’s pro-innovation policy, historical references, emphasising the importance of local tradition and heritage, emphasising the multicultural nature of the building. The article presents two examples for each of these issues. Findings: Thematic groups of faęade graphics have been established, which may be used for social integration and regional marketing. Research limitations/implications: This is a preliminary study that can subsequently be broadened to include other aspects, such as seeking means of expression or image composition, which are linked to the effectiveness of the message being created. Practical implications: The article shows the opportunities offered by façade graphics in creating social messages; it could provide some direction for decision-makers, investors, architects, and artists. The expected result is a more frequent use of messages in faęade graphics. Social implications: The article discusses the issues of the social role of faęade graphics and art in architecture. It examines the effect of a message contained in an image on the questions of social identification and building connections. Originality/value: The research points to a considerable reach of the impact that faęade graphics can have, and the possibility of using them in regional marketing; it presents their form, scope, and means.