Chapter 7: Diversity, Equity, Inclusion, & Purpose-led Marketing
This chapter made me think of an ad I saw a couple weeks ago for SKIMS, Kim Kardashian's shape wear brand. It was an Instagram ad of a model who was a wheelchair-user and the tagline or caption said SKIMS are for everyone, or something like that for the launch of their new ADAPTIVE line for disabled people. A few days later I saw someone else talking about the ad in a negative way, saying that the diversity pushed in brands is too much, and lends itself to virtue signaling. It was interesting to me, though, because the first thing I thought when I saw the ad was that it was a smart business move, not necessarily to target "regular" people who want inclusion, but instead target a group that is possibly not buying SKIMS and they want them to be, i.e. disabled people. So although this add seems virtuous and builds the ethos of the brand for the average consumer, realistically, SKIMS is trying to expand it's audience and make more money at the end of the day.
I was also pondering the topic of diversity recently when thinking about the cultural phenomenon that happened when Rihanna dropped her Fenty foundation with an extensive shade range. I was just thinking that it is unbelievable that this corner of the market was left unoccupied for so long, and how much money can be gained by making a product for a widespread variety of consumers, making them feel seen and heard.
I think it's important that Robin talked about becoming more sensitive to biases in ourselves and the things we consume. However insignificant or small details may seem, everything we consume plays a part in the society we are creating. Creating designs that play into stereotypes and harmful ways of thinking will lead to a society where people believe these stereotypes and have harmful ways of thinking. Instead of playing into our faults as human beings, I believe we should be the change we wish to see in the world.
Chapter 8: building a culture for results
This chapter is interesting to read as I'm preparing for my internship this summer. After my interview, I was taken around the office I'll be working at, and a big emphasis was put on how there are two teams at Riggs, a creative side and a business side. I'll obviously be working under the artistic designer, but it will be very interesting to see this chapter play out in a real world scenario right in front of me. I think it will be hard for me to give up control and trust other people's expertise rather than my own feelings. I'm also worried about working on a logo or brand assets for something that wasn't originally my idea. What if I take it in a direction they weren't expecting and they don't like. Similarly, I'm scared of other people touching the work that I created, and possibly changing it. I know these are things that I need to work through, but it is worrisome!
Talking about giving feedback from clients is also interesting. In the design world, it's so easy to get critique and feedback from people who understand the craft. Currently, I'm a bridesmaid in my friends wedding and I'm also designing her save the dates. I sent her some options to look at and choose from, asking her to tell me her favorite elements so I could create a final that she liked. I was hopinh she would give me direct statements of what she likes so I could easily combine them all into a final image, but her response was so wishy washy and general saying she liked all of them. I'm trying to figure out better, more direct questions I could ask her to see how she really feels about the designs but it's kind of difficult because we're doing everything over text and not in person.
Side note: I love getting to know more about artists and art history. In my current Italian Renaissance art history class, we talk frequently about Vasari, so to have his name brought up was exciting to me. I actually know what the book is referencing !