The physical appearance of a building instantly influences how people react and relate to the functions contained within this structure. Design and architecture not only affect our "quality of life," but actually have long-lasting effects on our core needs and values as a society.

Anyone who has grown up in the age of Marshall McLuhan is familiar with the phrase "the media is the message." It is hard to believe that almost half a century later we still do not recognize the power of the messages we send either intentionally or unintentionally. Although media has evolved over this period, it is still the single most significant factor in shaping our views and opinions, either in a democratic or non-democratic society.

Architects and designers are challenged each day to solve problems and give form to myriad functions deemed important by clients and ultimately by their communities and society in general. Obviously, not all functions are equally important. Getting complete agreement?particularly in a democracy?of what functions are most important is not an easy task. Historically, societies?and thus designers?focused on the glorification of religion, the monarchy, the state, and the archival depositories and displays of their culture, history, and/or accomplishments, past and ongoing. Modern corporate culture, from the industrial revolution to our current information age, has also embraced, to varying degrees, the physical representation of products and "brands" as an important part of the message.

We are facing some of the most difficult problems that mankind has ever faced?global warming, population growth, diminishing natural and financial resources, economic and political conflicts, terrorism, and a host of other problems that make their way into the nightly news. However, none of these issues diminishes the responsibility and privilege of designers to give form and substance to solutions. Just as earlier civilizations and societies used architecture and design to communicate what they considered important, today we are asked through our art and technology to express what we consider to be important. How governments communicate their presence in their own communities or how national governments represent themselves to the world when they venture beyond their own boundaries communicates a lot about the goals, aspirations, values, and priorities of their people. Once again, the "media is the message."

In a modern democracy, excellence in public design is particularly important. Democracy greatly depends on an ongoing mutual respect between the governed and those who govern. First impressions, perceptions, and expectations are strongly affected by how government institutions present themselves to their public. Whether these are courthouses, city halls, public schools, embassies, or even offices of the local Department of Motor Vehicles, the buildings themselves give voice through vision.

Although designers have always contributed to the evolution and documentation of civilizations through innovation, creativity, and technology, they are by no means the only participants in this ongoing process. However, they give form to the important institutions of their societies, and, thus, provide a powerful type of "instant messaging" that is part of the human condition past, present, and future. Great care must be taken in how we communicate to people through our design and architecture.