The Consumption of Design

It is quite easy as designers to put the blinkers on and design for what we think is right but sometimes it is more important for us to listen to others and the opinions that they have – especially from those that are not involved in the design field. Ignorance is sometimes something we suffer, whether it be intentional or not, designing for aesthetics more than function…all common traits of a designer.

Using cultural studies, the focus is on how we as a society consume. For example, “how objects and spaces are valued, thought about or, more straightforwardly, used by their public rather than on the quantitative aspects of the size and the structure of the market.”

‘Consumption’ can be split into six categories:
One. “Consumption is intrinsically a cultural process”. This is something that we are probably all guilty off; buying for the sake of it. I know I am. My previous iPod was working perfectly but because Apple advertised the new iPod video and my friends were getting new ones I felt I ‘needed’ a new one too. Planned Obsolescence is something this is contributing to our disposable culture and Apple are as guilty as anyone to making us believe that our items are no longer worthy. (You’ll be pleased to know though, that I recycled my old iPod by giving it to a friend and I still haven’t given into the iPod Touch – even though I really want one!)
Two. “Consumption entails an exercise of private, personal choice within the market”. Creating a market where people are given the freedom to choose rather than being ‘brainwashed’ into making a choice on a purchase.
Three. “Consumer culture is identified as a culture of freedom and individualism”. Arguing here that now our consuming has become a part of us where we actually enjoy disposing of things and people do not feel obliged to pass judgement, because lets face it most of us are doing it too.
Four. “Consumer culture is founded on the constant expansion of demand”. Indeed we are always willing the designs to create something new but when the process in which they do so is detrimental to our environment, is it really worth it?
Five. “Consumption becomes the leading device through which individuals construct their identities”. In an even more conscious society we are constantly trying to keep up with the latest fashion and create our identity’s, meaning that the way in which we want others to see ourselves are constantly changing.
Six. “Consumer culture incorporates virulent mechanisms for the production and representation of commodities as signs”. We are now looking at what other people are wearing, using, etc and are almost becoming like robots. Seeking approval from others in what we purchase, companies are latching onto this idea and using peer pressure and celebrity endorsement as a way in selling their products.

The design practice responsible in the cycle from production to over consumption is something that is becoming more and more dominant. What can we do?

An example of celebrity endorsement, David Beckham and Sharpie. David Beckham is more dominant than the product itself, highlighting the fact that he is more 'important' that the product itself.

With thanks:
http://www.sharpie.com/img/compel/zcTkfP0q4x2sWPXSUPr_-JKg8UfMjiCW/DB.Current%20Promo.No%20Txt.JPG