When we get the latest consumer trends update ping into our inbox, we often marvel at the latest cool concept store in New York or think some small art-meets-commerce pop up would be great to visit… if we were in London – but more often than not, trends feel interesting but inaccessible, argues Taby Taylor-Ziane strategic director at packaging design company Boxer & Co.
What has that got to do with my bread brand in the supermarket? How can I translate what a bunch of inner city hipsters are doing to my core target in Parramatta?
Consumer trends can feel fluffy and whimsical, a hard thing to translate into a commercially viable opportunity. But consumer trends (not fads) are an important tool in understanding people and surely, as marketers, that is one of our greatest challenges? A trend is “a general direction in which something is developing or changing”, on the whole peoples’ needs don’t change, but how they satisfy those needs can change dramatically. Understanding trends is the key to understanding how best to answer peoples’ needs in the current global landscape.
Design is a key element in how we can capitalise on consumer trends and communicate values and meaning that will resonate with people at a visceral level. Humans are visual creatures and social scientists tell us that the majority of us are visual learners. We decode our environment by shortcutting visual cues, semioticians tell us that colours, form, symbols and signs have meaning at a sub-conscious level. Translating the meaning of consumer trends into design, ensures we are tapping into peoples needs at a big picture level. Combine this with contextual category understanding and you will have yourself a winner.
A good example of how consumer trends translate into design is the Artisan trend. The need for the real and the honest has been heightened in recent years due to the distrust of large corporations and financial institutions combined with the rapid rise of technology and the role it plays in our lives. The Artisan trend is the antithesis of this, it is about things that are handmade, or crafted, that embody passion, care and attention to detail. The visual language of this pervasive trend is handwritten fonts, design that hints to a simpler time, the rawness and honesty of nature, and of course the chalkboard. This style is now prevalent throughout the supermarket, from Heinz gourmet beans to Great Ocean Road Cheeses, there is hardly a food category that doesn’t have some nods to Artisan cues.
But what is the next expression of Artisan? Have we had enough chalkboards? Through our proprietary approach, TrendBoxing, we are at the forefront of understanding consumer trends and translating them into design.
For our Table of Plenty Muesli design we used the new language of Artisan, the artistry of watercolour, this still communicates ‘of the hand’ and crafted but also taps into a need for self-expression in the food arena. It’s not quite a Bompas & Parr food installation, but we identified food as art as a growing trend, and we were keen to be one of the first in the supermarket to embody this in an accessible way.
So next time you get that trend update don’t just read and delete, think what consumer need its satisfying and how it could be changing the expectations of your target. Peoples expectations are set well beyond the parameters of the category you might be playing in, so think big, think global and stretch your understanding.
Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]
Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]
Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]
Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]
NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]
Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]