Consumerism Wants and Needs Essay

The design has a profound impact on our daily lives posing both positive and negative implications, however, this influence is hardly realized and recognized by society. As design has progressed, it has held an immense power over one's state of mind and indications of social hierarchy in society. How does design influence the way individuals perceive themselves and others as well as our social and personal perceptions? Moreover, why has consuming come to occupy such a central place in our lives? The art of design has compelled the minds and hearts of individuals to believe that designs such as clothing, furniture, and cars assist them in their path to ‘self-discovery’ and their sense of value and worth. The correlation between design and consumerism can be greatly associated and linked with luxury, identity, and self-perception as well as perceptions of others within society. Design has posed great positive implications across the globe for notable reasons, however, it has, too posed negative implications among society as a whole as it is extremely influential and holds immense power to persuade and empower our decision-making processes.

Since the rise of the department store and contemporary consumerism, individuals have adopted consumerism as a way of life, and perhaps also a ‘state of mind’. This could perchance illuminate why searching and purchasing services and amenities that meet our needs or satisfy our wants are regarded as so extraordinarily important. The process of wanting and desiring lies at the very heart of the phenomenon of modern consumerism. Before this era of ‘modern consumerism’ one’s needs were immeasurably different and considered fundamental, such as food and shelter. Since then, one’s needs have progressed into something much more extraneous and consumerist. Consumerism is devouring – it changes the environment to want to consume more and to find pleasure. Merchants can achieve this by implementing larger windows in shop displays, larger displays, etc. This state of mind that consumerism possesses individuals leads them to constantly compare and contrast with what they have, do not have, and what they might have or look like in the future. Price within consumerism is also a very significant factor as it determines who we are as consumers; you can look within a shop, but, may not be able to go into the store as only particular people can afford what is within the store. In union to this, social hierarchy and ranks were very important within society which then progressed to what we now know as classes. Working classes cannot simply afford to go into big department stores. The standard of comparison was able to decide where they sit in a social hierarchy based on superficial objects one acquires, such as clothing, furniture, cars, etc. Consumerism Is a continuous encouragement to compare and discover new wants or needs. Department stores will always find something new and novel to sell you, ultimately treating needs as unlimited and insatiable. This makes the department store so very imperative, as it is all in one place to showcase this 'dream' that preponderance aspires to.

Consumption began to shape our perceptions of ourselves and each other, particularly through fashion. Fashion reflects unceasing new needs and new wants and responds to the need of the individual to be different and to belong. These standards of decency were determined through platforms of design advice such as magazines, films, and celebrity gossip. There was a great advantage derived from this design advice, and that was that it transcended ads – they were always personal and written by an individual who acquires a ‘friendly voice’ and persuades you that it is something you need to purchase although it may perhaps not necessarily be needed. Consumerism encourages the individual to discover in their minds what they consider to be a ‘better’ and ‘good life’ whilst always providing an image of this for them to follow. One example from the Cold War was the design of furniture, kitchens, and televisions in the West. They were contemporary and idolized, essentially modeling the lifestyle individuals would aspire to. Instead of these designs selling for their technical advantages, they were essentially sold for their values and virtues surrounding the ideal, ‘dream’. One other prime and current example of this today is the phenomenon of the mobile phone. New models of the iPhone are released yearly and ads are often sent out to customers encouraging them to purchase this great, novel mobile phone creating this worry within their minds that they do not miss out on this brand new and latest phone. Individuals are constantly finding ways to increase themselves within the social hierarchy to reach that sense of belonging and betterment.

Luxury is defined as something of great expense that is an indulgence rather than a necessity. Whatever is perceived as luxury must be perceived by everybody. Luxury is also often defined by the upper class and the wealthy. During the 1900’s period, the ‘Delphos’ gown, by Mariano Fortuny was often worn by movie stars and heiresses. This dress was highly anticipated due to its expense, artistry, and unique design which as a result, became an indicator of ‘reputation’. This greatly desired dress was then emulated to adapt to the needs of the population as the working class and perhaps the middle class could not afford such a dress. Individuals often seek acceptance – they are constantly finding a way to feel as if they are respected, belong, and are accepted. These examples are all able to be connected as they elucidate the sheer fact that the central objective and motive for individuals consuming these goods were based on social standards and how they wanted to perceive themselves as well as others to perceive them.

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The issue surrounding identity and its relation to consumption is paramount regarding design and modern consumerism. What you look like becomes a symbol of who you are or who you aspire to be – in essence, it becomes a sense of value. Individuals often shop to imagine who they think they may be or want to be, effectively wishing to create the ‘new you’. As a consumer, you can evaluate something's value to you – that is to say, a way of imagining how others perceive you. There is an emphasis frequently placed on the significance of consuming the affirmation, confirmation, or even the creation of identity. This activity of consumption can be considered as the vital path to ‘self-discovery’. Department stores can provide clothing for a variation of occasions such as the Opera, tennis, or other lavish outings. These social spaces are often used by society to attend purely to be seen and to see others. Fundamentally, this provokes comparison – it provokes an awareness of what you do not have and generates the idea that you can become who you want through buying, which is what we know as consumerism.

Department stores began to become privatized, however, were places that were also public which people were encouraged to go to and wander around. They were encouraged to look, see, compare, and contrast as well as put themselves on display for others to see. This ultimately incites the perception that these products must be acquired to gain acceptance, and respect and to chase this impractical ‘ideal’ dream of a life. Stores still currently use this technique, one prime example is IKEA. IKEA showcases an assortment of rooms that are available to the public. You can go into these showrooms and experience these montages of eminently democratic, attainable, unpretentious, and inexpensive showrooms. Consumerism supports aspirations to be respected and comfortable. It creates the idea of respectability by contrasting and comparing by producing environments and goods that will appeal to people’s sense of betterment. It tends to appeal to slightly beyond what we already have, and slightly what we can already afford. Individuals are often convincing themselves that if they can retrieve the latest and greatest goods, they will be widely accepted and one step closer to that ‘better life’.

The negative implications of design posed on society are outstanding. One of the largest effects is regarding fashion. Almost everywhere you go or look, you are exposed to fashion. One area that the fashion market is widely exposed to is adolescence and perhaps schools. From childhood, we are often conditioned to ‘dress to impress’. Young adults and children are typically targeted as they are often comparing and contrasting themselves and others. At this age, many are experiencing and battling with their identities and self-confidence. What you wear and what you possess are often examined by one another and determine your status of wealth and even popularity. This factor often leads to bullying and exclusion, thus, possibly having major effects on one’s mental health.

Furthermore, technology such as the mobile phone is a recurring and common influence on the perception of one’s social status, wealth, and worth. The world’s leading mobile phone brand is Apple’s iPhone. This highly prized and affluent iPhone is usually considered exclusive and superior. Whether that statement may be true or not, this mobile phone is typically purchased for its ‘brand’. This is not only shown through fashion and technology but also seen among other goods such as accessories. High-end brands such as Gucci, and Louis Vuitton are too, purchased for its brand and seen more as so a symbol of wealth and social hierarchy – individuals use labels to position themselves within society. Design communicates in different ways that materialistic things such as clothes, phones, and cars are the most important things in one’s life, ultimately sending the wrong message to people. Individuals then tend to focus on improving their outward appearance as opposed to their inner self. Although these implications do pose a substantial negative effect on society, there are too, positive implications that derive from design.

Design, particularly within fashion, provides a platform for many – allowing expressing themselves in numerous diverse ways. Your appearance is the first impression for others to have on you. The beauty of this, is, that you can express yourself in any way possible whether that be based on your mood, attitude, and feelings – you can choose who you want to be. Moreover, designers can put their innovative fashion ideas and designs to use and bring something new and unique to the table. They can express their art – sharing this with the world to experience. This also creates great employment opportunities as well as discovering new talents.