How does Design & Technology affect society

In the past I have never paid lot of attention to the design, logos of certain brands (though I appreciated things that were smartly packaged), but after learning more about this topic, I now try to think what could have been the reasoning behind certain shapes, colours, typeface, etc. that the top companies use.

Apple is well known for its products that wow consumers with its design. For several years, Apple has been ranked as the most innovative company in the world (Stefan Thomke, 2012). For a long time iPhone sold like hot cakes, despite being pricey, due to its high quality components and better user interface. Such was its popularity that many referred to the iPhone as the ‘Jesus phone’ (Heidi Campbell, 2010), which also demonstrates how religious metaphors comes into use in popular discourse and shapes the reception of a technology.

There are many who think Design is same as art; however that is not true. Design is actually a problem solving process where designers try to find the best possible solutions to any given problem. Design of the container/product, the way it is packaged, also impacts consumer buying behaviour (Nawaz Ahmad, 2014). There are several brands out there who have given thoughtful consideration to their logos, product packaging in order to depict something about the product and the brand.

Nike is another company that has a nice logo and a catchy slogan that instantly allows you to make a connection with the brand. The iconic tagline ‘Just Do It’ remains the official slogan of the company even today (Jeffrey Martin, 2013).

Let’s take another example of glassware. Today, beer manufacturers give a lot of thought to the design of their glassware; lot of them are coming out with bespoke glass designs, so that the consumer can have the best out of their drink. It seems, the shape of the design affects the taste of the beer (Jonathan Wells, 2015), and it’s because the various parts of the tongue gives out different sensations. So the front and sides of the tongue gives a taste of sweetness and acidity, whereas one experiences bitterness at the back of the tongue. Based on this knowledge, beer makers design their glasses in unique shapes so the drink reaches the desired areas of the tongue first. The size of the rim determines how the beer is gulped and which part it reaches first, and so that explains how the shape of the glass can affect the taste of the beer.

But the design of the glass also impacts other things, which may appeal to the consumer. For example, Heineken glassware encourages the formation of a smooth, foamy head, and prevents the beer from going flat.

Next we take a look at Typography (the style and appearance of printed matter), which is also a very important aspect of design. Not many are aware, but the way written text is presented – be it on the product, packaging, website, advertisement all makes an impact on the audience, and that is why companies spend so much time getting it right.

One example is that of Airbnb, an online marketplace that provides alternatives to hotels by providing unique accommodations, and also offers offline experiences to visitors. For a long time, the company was looking for a single font that could be effectively used to cover all its written/ typesetting needs across its various advertising platforms. The intention behind using a single font was to make consumers see Airbnb as an approachable company, no matter where the consumer saw it – website, app, social media, billboard, and so on. And when Airbnb was unable to find a suitable typeface, the company decided to make its own font named Cereal (Angela Riechers, 2018).

Many also wrongly think that design is just about developing good aesthetics. While aesthetics is important, it should not be at the expense of ergonomics and technology.

Top companies design their websites in such a way that it looks good not only on laptops but also smaller screens, such as that of a mobile phone. The interface is designed so that it enhances the user interface and the user’ experience, and other aesthetic elements such as visual coherence, layouts, typography, colour combination, all looks good.

Aesthetic elements are created through elements that relate to the five senses: sight, sound, touch, taste and smell. Style not only creates brand awareness, it also helps make emotional associations. Packaging shapes, visual symbols, typeface, etc. denote important things that appeal to the buyer’s senses.

We may not be consciously aware of it but design is all around us, be it our home, the building we live in, the gadgets that we use, the transportation mode we use, the phone we use while travelling, all of these have been carefully designed by expert designers. Design is what helps us navigate through physical and digital spaces. Design also plays an important role in influencing the decision making process of consumers.

Next we take a look at how business are adopting ethical standards to reveal a more human side to the business and make a better connect with the audience.

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