I SHOP THEREFORE I AM
CATALOGUE AND EXHIBITION
HOW MIGHT COMMUNICATION DESIGN EXAMINE THE RELATIONSHIP BETWEEN CONSUMER BEHAVIOUR AND IDENTITY?
At some point this has become more of a personal project, a self-exploration with the goal of opening up discussion about the issue of consumerism and material possession and how it could relate to our perception of identity and how, we, as designers, evaluate these values
Keywords: CONSUMER BEHAVIOUR, NEEDS, WANTS, TRENDS, IDENTITY
These two models sums up my research. The first one is Maslow’s hierarchy of needs. This theory ranks human needs in a layered pyramid. The base starts with basic needs, which grow more sophisticated with each added layer. As for Nain’s Pyramid, it is developed as an alternative to Maslow’s pyramid. It is human nature to strive to move up the hierarchy, BUT MOST OF THE TIME WE KNOW WHAT WE WANT BUT WE DO NO NECESSARILY KNOW WHAT WE NEED. So marketers and businesses are very aware of that and they used these two frameworks to prioritize consumer’s demands and target their products accordingly.
Within the catalogue project I was working on a game that is derived from the board game snakes and ladders. It is designed within the framework of an impossible stairs which represents the consumer cycle, a never ending loop. The snakes in the original game had been submitted with designer items, if players runs into a the grid they are in they would have to go back to a certain grid. Which, this is a game that could never be won.
THE BUY IT ALL CATALOGUE
