The 1950´s changed the perception of design to last forever. The concept of obsolesce was introduced engaging it with the personalization of design. The importance of the housewife in those years lead to developments in design surrounding the kitchen area and electronic appliances.
In the beginning in the 1960’s the women had reveal
themselves and made society respect them, this revolution lead at the same type
other types of revolution. Young people started
stating their own independence, they wanted to express the un-need of
heritage , the detachment to objects , and the world of design was invaded
advertisements with influences of the pop movement like the advertisement of
the Campbell soup bag that reflected the work of Andy Warhol, also the Hippie
movement was part of advertisement with icons like the volkswagen van stating
freedom, no frontiers, and the possibility to leave on the road without
attachments, Honda also made some advertisements of motorcycles representing
the psychedelic movement , and also even
carpet advertisements reflected the spirit of the target of the moment Young
people, following what they wanted to communicate to society, independence and
personal opinion, so they would feel identified by those brands.
After this the role of the consumer was more than established and the world of design had to care about consumer demands portability and communication was the topic of advertisement a few years after in the 1980´s , the need of freedom was fully present by this time freedom to express yourself and bring your personal world everywhere taking their design objects that where part of the costumers identity with them, so they could show it to the world .Bring your personal music was reflected in objects such as Walkman’s a huge icon of the 80s and later on iPod´s advertisements.
Later on the need to take everything with you because the track of time would becoming faster , needs like having a personal laptop to work and to have the ability of bringing it wherever you need would come up along with cellphones.
As the years passed by , the need of forming a unique
identity was created and this is the main purpose today : Personal identity, is
no longer following the trends that where reflected in advertisements but to
create a personal trend combining elements from those advertisements. This is
when brands started taking care of
designing their own identity so customers could relate and identify with them,
this was achieved by companies creating their own targets and making them their
costumers reflection. By doing this people instead of creating their own
identity are actually trying to be those costumers and this is only achieved
by a great branding design that makes
people want to be the people that they see in advertisements, and by this I
mean the audience that was specifically design by the company , a target that
they feel reflects who they want as targets.
A great example of this is what Tommy Hillfiger made for
their latest campaign The hillfigers In which they show their ideal costumers, reflecting a certain
life style, look, even the interior design of their houses.
Even after knowing the brands are designing their targets,
the customer choice is still there, there is the final choice of choosing which
brand do you want to represent you, how you want to be seen by everyone. A power
that was granted in the 1950s thanks to advertisement and that today is
reflected by small phrases that represent their identity, phrases that catches
possible costumers and that reflect the lifestyle and identity they have or
want to reflect.
Great examples of this are adds made by Nike,
Starbucks, Apple, Roxy and others, using small simple and direct phrases that
motivates their costumers and makes them want to live their identity.
There are so much trends and movements experienced from
where to choose in matters of design, so
many possibilities, that each day we see
less specific targets, and by these I mean people in advertisements for spaces
or objects of design, is more a matter of which designer or brand represents
you the most or which brand or designer represents who you want to be ,
although there is never just one brand
or designer, today is the mix of them that reflect personal taste.
F!
Sources:
usa.tommy.com
