Touching Realities

Touch is one of the most important sensory modality in driving consumer behavior. The increasing lack of texture in people’s lives makes experiences become one-dimensional.

Studio Ilse Touch Consumer Design 3

We have five senses for a reason, together they help us understand and fully experience our surroundings. In the last few decades, the visual experiences have been explored in all possible directions (e.g. VR, AR). At the same time, cognitive neuroscience has made big progresses in the study of the human mind and of the principles that concur to determine our behavior. Touch is one of the most important sensory modality in driving consumer behavior. The increasing lack of texture in people’s lives makes experiences become one-dimensional. So now, smart brands have be focusing more on how their products feel! By elevating the details and integrating elements of tactility, companies will consequently need to have a clear strategy on the tactile components of their brand.

TO CONSIDER

-What are the tactile elements of your product/brand?

-How can you create brand recognition across senses?

-How can you further elevate the details?

GOOD EXAMPLE

Ilse Crawford has collaborated with Bosnian craftspeople to create furniture using a UNESCO-nominated traditional carving technique. The Zanat Touch collection features stippled surfaces created by hand-carving small scoops out of the wood using custom-made metal tools. With its hand-carved surfaces The Touch Collection engages our instinctive impulse to feel something. The collection adds value and contributes both to the sustainable socio-economic development and the preservation of Bosnian cultural heritage in an area devastated by war.

 

By Kristina de Verdier on 9 January, 2018 In , , , ,

The Circle of Every Little Thing

Consumers begin to see responsible products not only as a good move for the future, but as a paradigm shift that needs to happen now. The circular economy suggests that our products will no longer just support our own needs, they will participate in a much bigger system.

We live in a world full of alarms; conflicts, terror and environmental disasters. It makes consumers increasingly worried and aware. As a reaction to this, consumers begin to see responsible products not only as a good move for the future, but as a paradigm shift that needs to happen now. The circular economy suggests that our products will no longer just support our own needs, they will participate in a much bigger system. We will need to continue pushing the boundaries of the circular economy and rethink products in terms of the entire value chain. In this movement, we need to see many more companies and organizations working together, across silos, towards better consumer behavior, encouraging responsible consumption. Consumers realize that their current consumption patterns need to be changed. To make this happen they are turning to the companies who respond and make action of their promises.

TO CONSIDER

-Think circularity, think across value chain, rethink waste

-How can you start with small actions (instead of the big words)?

-How can your products/services be participants in a bigger system?

-How can you work more across silos, companies and organisations?

GOOD EXAMPLES

Parley for the Oceans addresses major threats towards the oceans, the most important ecosystem of our planet. Parley believes the power for change lies in the hands of the consumer – given he has a choice – and the power to shape this new consumer mindset lies in the hands of the creative industries. Artists, musicians, actors, filmmakers, fashion designers, journalists, architects, product inventors, and scientists have the tools to mold the reality we live in and to develop alternative business models and ecologically sensible products to give us earthlings an alternative choice, an everyday option to change something.

Stella McCartney has woven sustainability into her company. She is open about the challenge/paradox of being both sustainable and fashionable at the same time. McCartney says that building environmentally sustainable practices into her own business has been a long-term commitment. Stella has made the brand highly visible in sustainable discussions globally, making her an opinion leader within the area. “We believe that the future of fashion is circular – it will be restorative and regenerative by design and the clothes we love never end up as waste.”

Make Smart Matter

Consumers are embracing the smartness which is seamlessly integrated in their reality. It is the marriage of technology and simplicity that will help brands connect with consumers in exceptional ways.

Amazon Go

Consumers can shop anytime, anywhere and are becoming increasingly demanding in terms of convenience. New technology integrated in consumers’ product experiences is only going to grow, advances in materials science, components are getting smaller. As this sector is quickly evolving in many areas, one thing is clear though; consumers and brand owners now want usable products, that adds real value to their lives, rather than short-term marketing gimmicks. How can smart components help prevent food waste, ensure product safety, generate and store meaningful data for medical purpose, or make the weekly shopping easier? Consumers are embracing the smartness which is seamlessly integrated in their reality. It is the marriage of technology and simplicity that will help brands connect with consumers in exceptional ways.

TO CONSIDER

-What real consumer problems needs to be solved?

-How can I create a seamless experience, integrated in consumers’ lifestyle?

-How can the solution be intuitive?

GOOD EXAMPLE

Amazon Go is a new kind of store with no checkout required. Amazon created the world’s most advanced shopping technology so you never have to wait in line. Use the Amazon Go app to enter the store, take the products you want, and go! Amazon uses sensors, video-technology and AI-algoritms to enable this convenient shopping experience.

By Kristina de Verdier on 24 March, 2017 In , , ,

GreenOps – Engage Consumers

The GreenOps Tracking System, allows for better consumer engagement in the recycling process. The GreenOps Symbol is placed on the packaging and a scanning technology is used to directly engage people through a registration process. Each time you recycle using the GreenOps Tracking Station, you receive a receipt indicating the number of items recycled and a deposit statement with…

The GreenOps Tracking System, allows for better consumer engagement in the recycling process. The GreenOps Symbol is placed on the packaging and a scanning technology is used to directly engage people through a registration process. Each time you recycle using the GreenOps Tracking Station, you receive a receipt indicating the number of items recycled and a deposit statement with a prize code redeemable for points at Greenopolis.com. The GreenOps Tracking Station also provides a way for companies to engage their consumer through a direct message, on the Tracking Station or on the Tracking Station video screen. Applications are also in development for scanning at home, school and from your mobile phone. Will be interesting to see how this develops further and if it’s easy enough for consumer to apply in their daily life.