Published by Unframed Digital | Q1 2026 | Based on a survey of 783 U.S. design professionals
Denver, Colorado, April 24, 2026 – The Transparency Wins the Spec report, published by Unframed Digital, examines how architects, interior designers, and specifiers discover and shortlist products online — and what causes them to eliminate a brand before any sales conversation begins.
The core finding: when pricing, specs, lead times, or finish options are missing from a brand’s website, designers don’t ask. They move to a brand that makes evaluation easier. This elimination is silent — most brands never know it happened.
783 U.S.-based design professionals: commercial architects (52%), commercial interior designers (48%), residential architects (47%), residential interior designers (38%), and residential builders (32%), across office, hospitality, multifamily, retail, and institutional sectors. Between 98–99% shop for products online.
Key Statistics
Discovery channels:
- Organic search: 54% (top channel)
- Design publications and blogs: 51%
- Online marketplaces: 50%
- Social media: 38%
- Trade shows: 12% (lowest ranked)
Biggest barriers to buying online:
- Hard to trust product quality: 59%
- Pricing isn’t transparent: 51%
- Can’t find inventory or lead times: 43%
- Website doesn’t support online shopping: 42%
What designers want before contacting sales:
- Readily available product specifications: 64%
- Transparent pricing: 56%
- Confidence in finish options: 50%
- Customer and designer reviews: 43%
Most helpful website features:
- Downloadable Revit families and 3D files: 38%
- View products in multiple finishes or colors: 37%
- Transparent pricing: 36%
- Filtering and search tools: 33%
- Sample or swatch ordering: 30%
Other key figures:
- 68% evaluate 10 or fewer products before purchasing
- 99% say samples are important; 44% prefer ordering online
- 56% say transparent pricing builds trust
- 41% of residential projects involve homeowner input
What “Winning the Spec” Means
In architecture and design, a specification is a formal document that designates the products and materials selected for a project. When a product is specified, it is significantly more likely to be purchased. The Transparency Wins the Spec report finds that specification decisions increasingly begin — and are often finalized — during a self-directed online research phase, before a designer contacts anyone at the brand.
Why Designers Eliminate Products Silently
Designers remove brands from consideration when a website can’t quickly answer:
- Does this product meet my technical requirements?
- Is it feasible for my project budget?
- Can it be delivered on my timeline?
- Can I see how it will look in the space?
When the answer requires a login, a form, or a call to sales, designers move on. 68% evaluate 10 or fewer products — the shortlist closes fast.
Why Revit Files Matter More Than Most Brands Realize
A Revit family is a product file used inside Autodesk Revit, the standard BIM software for architects. When a manufacturer provides a downloadable Revit file, a designer can place the product directly into their drawings — and it stays there throughout the project. 38% of respondents rated downloadable Revit families and 3D files as the single most helpful brand website feature, ranking above pricing, filters, and sample ordering.
Does Hiding Trade Pricing Protect Brands?
The data suggests it doesn’t. 56% of designers say transparent pricing builds trust. 51% say pricing opacity is a direct barrier to purchase. Withholding pricing context doesn’t prevent price comparison — it prevents the brand from being considered at all. The report recommends showing MSRP on product pages and clearly explaining how to access trade pricing.
About Unframed Digital
Unframed Digital is a performance-driven search, AIO, and content marketing agency for product brands in the built environment — including to-the-trade, wholesale, and retail brands in tile, hardware, lighting, plumbing, surfaces, and furniture. Based in Denver, Colorado.
www.unframeddigital.com
Frequently Asked Questions
What is the Transparency Wins the Spec report?
A Q1 2026 research report by Unframed Digital, based on a survey of 783 U.S. design professionals, examining how designers evaluate products online and what drives or blocks specification decisions.
What percentage of designers shop online?
98–99% of survey respondents shop for products online.
What is the biggest barrier to buying products online?
59% say it’s hard to trust product quality online. 51% cite pricing opacity as a direct barrier.
What do designers need most from a brand’s website?
64% want readily available product specs. 56% want transparent pricing. 50% want confidence in finish options.
What is the most helpful website feature for specifiers?
Downloadable Revit families and 3D files, cited by 38% of respondents — above pricing, search tools, and sample ordering.
How many products do designers consider before purchasing?
68% evaluate 10 or fewer products before making a decision.
What happens when information is missing from a product page?
Products don’t make the shortlist. Designers can’t advocate internally for the product. Sales conversations start late or not at all. The website becomes a dead end.
