Ostergaard, R.F. 'Dick'; Meadows, Dexter ; Eubanks, Ellen . 2007. Built Environment Image Guide; Image & Identity; BEIG Chapter 4, Part 1. 0723 1818P. San Dimas, CA: U.S. Department of Agriculture, Forest Service, San Dimas Technology and Development Center.
What does image have to do with the Built Environment? The appearance and design of our facilities and attractions advertise who we are and how we manage the land. The Forest Service has over 200 million opportunities to convey its message each year. We get only one chance to make a first impression. Eighty-seven percent of human perception is based on sight. Visual observation and social experience form impressions and opinions, which, in turn, form the perception of the agency's identity and image. By observing and experiencing the physical landscape and scenery of the forest, and learning about its cultural and natural history, people build connections and memories.
Keywords: BEIG, image, outdoors, sense of place
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