The consumption of design

The Culture Of Design – Chapter 4 – The consumption of design

Consumption in everyday life is discussed in detail. Consuming is the using or using up of something experienced in different ways. The culture of consumption is about finding a balance between what can be afforded, showing its link to social circumstances and what is wanted, which shows the importance of personal choice and individualism. Consumption is also about promoting competition. Companies try to promote their products through advertising, packaging, shops and displays and this may have some influence on how a consumer values an object. Today, how things look and how they function seem very important. It’s about having. Designers must constantly be reviewing trends.
So designers and consumers are linked-the designer creates for the consumer, but the consumer’s wants also have to be considered. As a student textile designer I feel it is important to realise how textile design relates to consumption. Through what they consume, a connection may be made about people’s identities. When studying Paula’s photos, I was able to make assumptions about her identity by looking at the details in the pictures. What we “consume” can slot us into a certain group in society, for example style of furnishings or clothing.
Critics say that even designers are unable to fully predict how consumers read and use objects. Consumers put value on objects and spaces which cannot be directed. In textile design, it’s important to have a natural feel for trends. Predictions are constantly made on forthcoming seasons, but success depends on getting the balance right with the consumer. In the chapter it mentions that businesses have employed graduate designers who signify their target ( youth) market, so they get it right.
The consumer puts meaning on goods and service. Consumers personalise what they consume - ‘de-alienate’ objects. They make them their own. Sometimes some of the design process may be handed over to the consumer, for example Ikea flat- pack furniture. A designer may decide whether to try creating a specific feel to a product, or to give the object over as it is for the consumer to personalise and make their own. In the seminar discussion we talked about the ‘Little Black Dress’, the idea of wearing the same black dress but changing the look with different accessories and garments. This shows the consumer’s need for individuality, but keeps the original design.
The whole design, production, advertising and consumption process runs on a cycle, as shown by a circuit of culture. The designer needs to consider different links between production and consumption when designing and to realise these links may be different for different products. There will always be a need and want for new products, as the design of products is not only about their use, but about taste and cultural influences as well. The designer has to use consumer information well to influence the consumer and introduce new ideas. Design and consumption are both equally important .