Aesthetic signals in organizational space : AI-driven visual contrast analysis of coworking and open-plan offices

Abstract

This study explores the visual aesthetics of organizational space by contrasting coworking spaces with traditional open-plan offices. Drawing on signaling theory and symbolic interactionism, we examine how ambience communicates symbolic meaning. Employing an archaeological approach to retrieve large-scale online photo data from Coworker and Pinterest, we then apply AI-driven deep learning visual contrast analysis to reveal clear aesthetic distinctions in organizational space. Coworking spaces evoke a homely, dining-room-like ambiance, with artwork, plants, warmer color palettes, and a more homely and hospitable ambience. Traditional open-plan offices, by contrast, tend toward cooler colors and industrial design elements. Findings suggest that coworking spaces visually signal greater affective and sensory value, promoting belonging, creativity, and warmth. The study contributes to organizational space theory by theorizing how visual aesthetics act as symbolic cues that shape workplace experiences and by introducing a methodological framework that integrates AI-based analysis with interpretive meaning-making.