Published 27/03/2026
How do I choose the right brick? Key insights for Architects based on industry research conducted by wienerberger
In today’s construction landscape, architects are balancing increasing demands around sustainability, performance, and compliance. But when it comes to selecting brick, what really drives decision-making?
Recent research conducted by wienerberger UK & Ireland, surveying over 150 architects and specifiers, provides valuable insight into how bricks are chosen — and what manufacturers need to do differently to support specification.
Colour remains the starting point for brick selection
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Despite growing focus on performance metrics and carbon reduction, colour continues to be the primary factor in brick selection.
The survey found that 66% of architects begin the specification process with colour, ahead of texture, size, performance, or cost.
This reflects brick’s enduring role as a visual and contextual material. Colour is fundamental to how buildings:
- Respond to their surroundings
- Meet planning expectations
- Establish identity and character
For architects, selecting the right brick colour is not just aesthetic — it’s a critical part of designing buildings that sit comfortably within their environment.
Architects prefer curated brick ranges, not endless choice
One of the clearest findings from the research is that more choice does not equal better outcomes.
- Over half of architects prefer just 1–5 options within a range
- A further 35% favour 6–10 options
- Very few want large, complex product ranges
This highlights a growing need for clarity and curation in product selection.
Large, unstructured ranges can:
- Slow down decision-making
- Increase specification risk
- Make it harder to compare options effectively
Instead, architects value well-organised brick collections that offer clear differentiation, supported by tools such as filters and colour families.
Sustainability matters - but clarity is key
Sustainability is a major consideration in modern specification, but architects are looking for clear, meaningful data rather than complexity.
The survey revealed that the most influential sustainability factors are:
- Durability (over 60%)
- Embodied carbon
- Certification and recyclability
Durability, in particular, is increasingly recognised as a key contributor to long-term environmental performance. Materials that last longer and require less maintenance help reduce lifecycle impact and resource use.
Importantly, architects prefer:
- Fewer products with clear sustainability information, rather than large ranges with inconsistent data.
- This points to a need for transparent, comparable sustainability metrics that support confident decision-making.
Physical brick samples are still essential
While digital tools and visualisation technologies are widely used in early design stages, physical samples remain critical to final specification.
More than 80% of architects say they always or often request brick samples before making a decision.
This highlights the importance of:
- Seeing true colour in natural light
- Understanding texture and surface variation
- Assessing how bricks will appear in context
For manufacturers, ensuring easy access to samples is still a fundamental part of supporting architects through the specification process.
Inspiration and case studies drive early design decisions
The research also shows that architects place high value on inspiration-led tools when exploring materials.
Among the most useful resources are:
These tools help architects visualise how materials can be used in practice, supporting early-stage design thinking.
By contrast, highly technical or experimental tools (such as AI-based matching) are currently seen as less useful. This suggests that manufacturers should focus on helping architects design, not just helping them specify.
Simplicity and confidence are key
Taken together, the findings highlight a clear theme: architects are looking for simplicity, clarity, and confidence when selecting bricks.
They want:
- Clear colour-led organisation
- Curated product ranges
- Reliable sustainability data
- Easy access to samples
- Inspiration to support design decisions
Rather than overwhelming choice, architects value well-structured options that make specification easier and reduce risk.
What this means for the future of brick specification
As the construction industry continues to evolve, brick remains a highly relevant material — not just for its performance, but for its ability to combine aesthetic quality, durability, and contextual sensitivity.
For manufacturers and suppliers, the message is clear:
Supporting architects is no longer about offering more products — it’s about offering better, clearer, and more usable choices.
By focusing on curation, transparency, and inspiration, the industry can better align with how architects design and specify today
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