How user perception can improve the acceptance of wood in buildings
Many underutilised wood resources could be used in building applications. Their acceptance, however, depends not only on technical performance but also on how people perceive them. WoodStock explored how people visually evaluate wood-based interior surfaces, especially those made from reused, recycled or lower-grade wood.
In a multilingual international survey, WoodStock asked participants to rate photographs of wood wall panels using simple perceptual scales, and evaluate their suitability for indoor spaces such as homes, hotels, schools, restaurants and garages.
First results show that surfaces with more crafted or natural-looking characteristics were rated as more interesting, natural, beautiful and comfortable. Highly industrial-looking surfaces (especially OSB) distinguishably received more neutral ratings and were seen as suitable mainly for utility spaces. In contrast, cross-laminated timber (CLT) was judged suitable across many indoor uses. Respondents with a stronger connection to nature tended to give more positive ratings.
Visual impressions of wood surfaces influence perceived comfort, suitability and acceptance in buildings and therefore in market potential.
Insight into user perception can help forest owners and rural wood processors match available resources, including underutilised wood, with the right product types and market segments.
Early evaluation using photographs and short rating scales can indicate whether a surface fits a target application. Combining user perception with technical criteria (e.g. fire resistance or durability) can improve material selection and reduce the risk that innovative or underutilised wood products are rejected by the market. Understanding how different wood surfaces are perceived can allow forest owners and rural wood processors to better match available resources with suitable product types and market segments along the value chain, helping underutilised wood streams find viable applications in buildings.
Additional information
Because small-scale perception tests require only limited organisational and financial effort, integrating simple perception-based evaluations into product development and design processes can reduce market uncertainty, improve user acceptance of wood products, and help create new value opportunities.
WoodStock - Empowering climate-smart, circular, and zero-waste use of underutilised wood in the European construction sector to support the New European Bauhaus
Ongoing | 2024-2028
- Main funding source
- Horizon Europe (EU Research and Innovation Programme)
- Geographical location
- Belgium, Slovenia, France, Ireland, Netherlands, Poland, Finland
Project Keywords
- Circular economy, incl. waste, by-products and residues
- Climate change (incl. GHG reduction, adaptation and mitigation, and other air related issues)
- Competitiveness/new business models
- Digitalisation, incl. data and data technologies
- Forestry
- Social innovation
- Supply chain, marketing and consumption
- Biodiversity and nature
- Landscape/land management