As a graphic design student, I think creating aesthetically pleasing artwork is not the only scope to be taken care of. Graphic design is a form of visual communication that can be so useful and functional in bringing messages and invoking new ideas. In order to do this effectively, capturing the attention of audience is crucial. By being aware of current affairs and vigilant about new trends or culture that set foot in the society, designers can understand better on what they can provide for people. There are always some reasons behind these trends and designers should identify the factor that appeals to people to follow suit. Otherwise, designers can also observe what people favour more in certain cultures and come up with ideas that they do not even know they want- ideas that add in new perspective!
From my previous findings on selfie culture, a distinctive difference on beauty standards can be seen in Western and Asian societies. The individualism and collectivism culture is probably what makes them so different. Although the notion of not conforming to normal beauty standards more or less exist in both societies, it is more prominent in the west. Many celebrities such as Keira Knightley, Brad Pitt, Beyonce Knowles, and Lady Gaga have openly spoke out against photoshop to avoid the public having unreal expectations about their self image. The Dove for Real Beauty Campaign created by Ogilvy & Mather Düsseldorf and London is a great advertising campaign example of going against traditional value and trend. It celebrates the natural physical variation embodied by all women to encourage them be comfortable with themselves. This campaign is extremely well-received because it provides and promotes the exclusive autonomy perspective individualism society prefers.
However, I do not negate that individualistic ideas do not work in Asian society. I think it is more appropriate to say that it would be harder for new perspective to tap into existing perspective for Asians because they are used to being comfortable by sticking to the norm. Which is why editing software remains extremely popular and many advertising campaigns in China choose to go along with the current selfie trend. For example, Sofy developed an application for scanning the back of a Sofy “Pocket Magic” sanitary pad and Sofy's brand mascots Su and Fei in animated form can be downloaded for selfie decorations. The number of brand mentions of Sofy online has jumped 21%, to 5.74 million times after the app launched. Huawei's Honor 3C campaign done by Saatchi & Saatchi Thailand also adopted the selfie trend to promote the specifications of its front camera. The campaign encourages people to share their own ultimate selfies, as creative as possible- a girl having sex, a man putting his head in a crocodile etc, aiming to create user generated social currency for Huawei. In short, individualistic and collectivist idea can work in both environments, probably with varied degree of acceptableness.
In conclusion, how is selfie culture significant to designers? I say it is what behind the culture that designers can grasp and observe to help them create a successful advertising campaign.
Reference:
Miller, H.(2014). Celebrities
Speak Out Against Photoshop. [online] The Huffington Post. Available
at:
http://www.huffingtonpost.com/2014/01/10/celebrities-photoshop_n_4576398.html
[Accessed 18 Jan. 2016].
Bahadur, N. (2014). Dove 'Real Beauty' Campaign Turns 10: How A Brand Tried To Change The Conversation About Female Beauty. [online] The Huffington Post. Available at: http://www.huffingtonpost.com/2014/01/21/dove-real-beauty-campaign-turns-10_n_4575940.html
[Accessed 18 Jan. 2016].
Doland, A. (2015). Is Asia Setting the Trends on Selfies?. AdvertisingAge, [online]. Available at: http://adage.com/article/global-news/asia-world-s-trend-setter-selfies/296191/ [Accessed 18 Jan. 2016.]
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