Episode 73, Ghina Itani, MBA, CHID, NCIDQ, EDAC, ASID, Owner/Principal Interior Designer of Itani Design Concepts (IDC)

"Art is underutilized as a tool. We should ask: what's the intent behind this piece? Why this piece… and what is this going to do for patients?" —Ghina Itani on HID2.0 What if "beautiful" isn't just a nice-to-have — but a clinical tool? In this episode, Cheryl sits down with Ghina Itani, MBA, CHID, NCIDQ, ASID, EDAC — founder and principal designer of Itani Design Concepts (woman-owned, founded in 2007). Together they unpack how healthcare design decisions ripple outward: influencing everything from patient stress to staff retention, wayfinding, and even workplace culture. You'll hear Ghina's origin story — including the moment she rediscovered her portfolio in a box during her "little ones" season and realized her career was still waiting — and how one early hospital project helped raise expectations for what healthcare spaces could feel like. Then we will dive deep into neuroaesthetics (the brain's response to beauty and environment), why designers must avoid "paint-by-numbers" claims, and how color research can be shared without overpromising. Along the way, Ghina breaks down the famous Baker–Miller Pink story and what it teaches us about context, demographics, and why no single color is a universal prescription. Finally, you'll explore art as care — including the idea of museum prescriptions — and why art is often underutilized as a real tool for healing and connection (not just decoration.) What you'll hear in this episode A powerful origin story about timing, identity, and returning to ambition Why healthcare design is never just aesthetic — it's operational Neuroaesthetics: what it is, why it matters, and what it isn't Color guidelines: where they help… and where they fall apart The "pink prison" story — and what it teaches about context over clichés How designers can present research logically (especially with clinical leaders) Art as a care intervention, not an accessory — including museum prescription programs Why instinct still belongs in evidence-based work Key Takeaways Design has reach. A chair choice can affect not just comfort — but operations, loyalty, and even patient flow. Color isn't a magic button. It's about dose, placement, scale, lighting, and culture — not "blue = calm." Neuroaesthetics is a lens, not a guarantee. Designers can use research to guide decisions without promising outcomes. Inclusion builds trust. Bringing staff and stakeholders into the design process reduces resistance and improves buy-in. Art can be therapeutic. When chosen with intent, it can open conversation, reduce stress, and support care experiences. Memorable Quotes from Ghina Itani "I kind of realized that… my career is waiting. It's right here." "I took chances and I was gutsy." "Even if I didn't have an idea what I'm doing at the time, I always think: I'm going to figure it out." "When an opportunity comes, you have to seize it." "If I think too much about something, I probably won't do it." "Owning a business and being a designer are two different things." "Now we're affecting operation." "We cannot just say, this color gives you this outcome." "Neuroaesthetics is misunderstood… it's not a prescription that you put it and solve the problem." "Art is underutilized as a tool." "We still think of it as pretty and not pretty… but we shouldn't think that way." "We should think: what's the intent behind this piece? Why this piece… and what is this going to do for patients?" "We are the product of our environment." "We cannot make it ever robotic… it will always need the human." "At the end of the day… I would trust what I think of it and what my instincts tell me as well." Resources & Links ITANIA DESIGN CONCEPTS - Itani Design Concepts (website): https://itanidc.com/ - About Ghina Itani: https://itanidc.com/index.php/about/ - Contact page: https://itanidc.com/index.php/contact/ - Portfolio: https://itanidc.com/index.php/portfolio/ - ASID Design Finder listing (Ghina Itani): https://designfinder.asid.org/listing/ghina-itani CREDENTIALS & ORGANIZATIONS MENTIONED - AAHID (American Academy of Healthcare Interior Designers): https://aahid.org/ - CHID credential info (AAHID): https://aahid.org/certification/ - EDAC (The Center for Health Design): https://www.healthdesign.org/certification-outreach/edac/ - The Center for Health Design (home): https://www.healthdesign.org/ - CIDQ / NCIDQ Certification: https://www.cidq.org/ TOPICS FROM THE EPISODE - Neuroesthetics (overview): https://en.wikipedia.org/wiki/Neuroesthetics - Baker–Miller pink (overview): https://en.wikipedia.org/wiki/Baker%E2%80%93Miller_pink - Museum prescriptions (Montreal Museum of Fine Arts): https://www.mbam.qc.ca/en/news/museum-prescriptions/ - Penn Center for Neuroaesthetics: https://neuroaesthetics.med.upenn.edu/ Connect with Ghina Itani Email: [e-mail] Phone: [phone] LinkedIn: https://www.linkedin.com/in/ghina-itani/ Our Industry Partners The ...