"Doing It For The 'Gram"
I’m tired. I’m tired of ordering a simple vada pav and it arriving at my table in a toy truck. I’m tired having to wait forever to dig into my meal because my friends are busy getting the flat lay pic of their dreams. And most of all I’m tired of ridiculous, impractical, cookie-cutter, Pinterest-inspired nee copied interiors that lack innovation, enthusiasm or individuality. Ok, phew. Now that I’ve got that off my chest, let’s get to the point of this blog, shall we?
Design and social media — where do you stand on this one? Do you visit a restaurant only to take a pic in front of that twee swing (that you dare not eat on)? Do you spend more time arranging your food rather than enjoying it? You’re not alone. Today there are 1 billion active users on Instagram every month. That’s more users than Linkedin and Twitter combined. The term “Instagram worthy” is now a legit phrase. A recent survey indicated (no surprises here) that a significant percentage of younger consumers now actively seek out places and food items that look good on social media. In other words, social media is changing our very concept of what is “attractive.” We now want our lives and the designs we surround ourselves with to be “Instaworthy.” This in turn has drastically affected the way our world is designed — from our clothes, the spaces we inhabit, to the food we eat.
In terms of food especially, social media has definitely made heroes of the unlikeliest suspects. It is said that the price of avocados is now at an all time high with #avocadotoast becoming a global phenomenon. Starbucks reported through-the-roof sales figures when it introduced its pastel-hued Unicorn Frappuccinos. Restaurants are now forced to plate food on chopping boards and cater to an ever-growing demand for artistically made smoothie bowls and eye-grabbing charcoal burgers. Don’t get me wrong, personally I love a well shot bowl of yumminess. In fact, I’m all for sharing. It’s a great way to connect and stay connected. Just remember that it doesn’t always have to look perfect. Perfectionism is spoiling the goodness and immediacy of our experiences. Eat your food. Have fun photographing it. Take pleasure in sharing it. But above all — enjoy the moment for what it is, in all its messy glory!
Apart from the problem of not living in the present, the collision of the digital and real world is definitely bringing with it its own set of unique challenges. For instance, people are spending more and more money on experiences that will make their friends and followers go, “Ooh.. I want.”
75% of social media users state that they take some action after looking at a post. This could mean clicking on a website, buying a particular product or even booking those air tickets, no matter the cost. It’s quite staggering the impact and power that social media yields today. As a result, the implications for the travel and food and beverage businesses are huge. Design has to follow a whole new set of diktats not necessarily determined by major designers and seasonal trends as in the past.
Design today has to follow a whole new set of diktats, not necessarily determined by major designers and seasonal trends, as in the past.
Today, hotels and restaurants can no longer be sterile. They can’t be anonymous and indifferent. Every space has to be unique and every corner photo worthy. Every opportunity must provide a chance to surprise. Exhausting much? This has led businesses to revamp their entire marketing strategies from the ground up and play to the gallery in order to survive this “in today, out tomorrow” world we live in.
I read recently that there exists in New York an apartment — a gorgeous, picture-perfect apartment that has been designed and maintained purely for social media influencers to take pictures in. The space is rented out by the hour to provide the most picturesque background for the next big, sponsored product. Imagine that. Imagine how far things have changed in terms of usability, aesthetic, and marketing. Social media influencers now hold a chunk of power and every single industry has had to wake up and smell the (carefully selected) coffee. Mind you, I’m all for handing over power to the people.
All I’m asking is that every once in a while, we do it on a simple white plate.
Have you ever had your food served in a ridiculous way? Been to a space that you know is designed purely for social media? Have a design pet peeve that continues to bug you? We would love to hear from you.