Metaphors are beginning to be recognized as powerful influences in succession the designers of hospitals and other health care facilities.

Metaphors are beginning to be recognized as powerful influences in succession the designers of hospitals and other health care facilities. This is because many consumer fruitss marketers are using metaphors in their market research and branding programs, and architects are turning to market researchers for help in understanding to what degree building owners and users think.

Indeed, a hospital building or interior is a branding tool, a metaphor for patients, families, employee physicians and visitors, according to Louis Astorino of the Pittsburgh architectural firm of Astorino. The anticipate and feel of a hospital is the institution's brand in the minds of patients, employee