I began my research on the topic by observing my surroundings in physical spaces such as stores or on the street, but also in digital spaces through applications and platforms.
The process of collecting material was structured into four categories to ensure a comprehensive analysis of the visual language of consumption in physical and digital spaces:
- Archival materials and printed promotional materials
- Photographs of spaces and objects
- Current and relevant digital materials
- 4. AI-generated content
Archival materials and printed promotional materials
Analysis of the collected archival materials and printed promotional materials shows that the typography is striking, dynamic and diverse. Several typographic fonts and cuts are alternated. The main element is the illustration that prevails, while text and information are few. The style is playful and striking. In addition to illustrations, bright colors are an important element. Red, blue and yellow were used most often.
Catalogs
Printed and digital catalogs share a similar visual style to physical stores. Here, actual labels and tags are replaced by dominant graphic elements that are often larger than the actual product display. Prices and discounts are systematically marked in bright, eye-catching colors. This maximalist approach to catalog design ensures that the sales message visually “overwhelms” the information about the product itself, further encouraging a quick and impulsive purchase decision.
A characteristic of catalog design is a regular grid, which gives it a specific, recognizable look. A regular grid is reminiscent of cutting out coupons that can be taken to the store to receive a discount. Some stores use such a recognizable style, while others present items more dynamically, in different dimensions to emphasize the importance of the best offers.
Photos of spaces and objects
In physical stores, especially during special discounts, offers are highlighted with printed materials, screens, stickers and labels on products. Discounts are marked with strong sans-serif typography and bright colors like yellow and red, or in brand colors. Often, information is highlighted in a circular format.
Current and relevant digital materials
Mobile applications for online shopping and digital catalogs (eng. newsletters) use specific aesthetics and marketing and design strategies to encourage the user to interact regularly and make impulsive purchases.
Visual analysis reveals the frequent use of bright, saturated colors, the use of emoticons and striking decorative elements such as graphic signs for percentages and discounts. This aesthetic serves to quickly draw attention to offers.
Certain platforms use the so-called dark patterns such as time-limited offers that count down the remaining seconds, which creates a FOMO effect (fear of missing out) in the customer. An example is food delivery apps, such as Wolt, which after the order is completed offer an additional purchase without delivery costs or make discounts conditional on the exact time of the order.
Platforms like AliExpress use automated processes to direct users to new pages with “bundle deals,” which subtly encourage the purchase of larger quantities of products under the guise of significant savings.
Digital catalogs use personalization through birthday or anniversary offers to create an emotional connection with the brand. On the other hand, apps like Lidl use gamification – visually displaying the progress in spending required to win prizes, thus turning the shopping process into a kind of game, further encouraging continued spending. This principle can also be seen during the holiday season, during Advent, when the user has to log into the app daily in order to get a one-time discount.
AI-generated content
Generated visuals* represent initial attempts obtained using the Adobe Firefly tool, using the method of generating images from text commands (prompts). The visuals address the topic of excessive spending, impulsive purchases, and the potential future consequences of such habits.
The images focus on users who are faced with the problem of uncontrolled and irresponsible shopping, which results in extreme accumulation of objects and waste in their immediate living space, but also in the wider environment.
Using artificial intelligence, it is possible to create visuals that depict speculative futures or dystopian, exaggerated consequences. Such visual hyperbole serves to achieve a stronger effect on the viewer and to more clearly visualize the complex problems that society may face in the future.
