As you grow, you start to notice that the world has less colour, is less vibrant, and a lot more dreary than animate. What if it wasn’t only an optical phenomenon, and instead, intentionally designed by the corporate influences of the world? The history of corporate minimalism is fascinating in its intricacy, so let’s get into it.
From the colourful scenes of clothes, items, and even advertisements, the 70s-80s served to attract attention through the flexible world of visuals. Even the future that was imagined already had an aesthetic called Frutiger Aero, which made people more enthusiastic and excited for anything coming into the world. Cereal boxes, shoes, fast food chains like McD’s, and television for the inventions, values, and social culture of the times. The years when influential bands debuted and made songs that incorporated social movements and optimism. People could express themselves through the colour that was finally on television, marking the emotional harmony in the techno world.
Then, when the 90s arrived, fashion changed forever. Flannel shirts, baggy jeans, plaid skirts…still worn by people today. But when the internet emerged, new technologies (such as fibre) for fashion design shifted the art from thrift stores to expensive brands. The spaces people make to express themselves through the wallpaper and furniture in their houses are taken over by the uniform structure of social media. Since corporate giants like Microsoft, Facebook, and YouTube play significant roles in daily life, they could change the layouts of their systems.
If you have ever looked into curated magazines, bolded and comical-like texts were everywhere. The 80s were at least recognizable by the hairstyles, clothes, and songs people listened to, but over time, the exact style of basic avatars and colours took over. Instead of detail and shade, there’s only a colour to stick to and text unbolded/unhighlighted. The most prevalent example is Corporate Memphis/ Algeria art, used in Google and Facebook, that arose in the late 2010s into the 2020s. It has been highly criticized for its simplicity and lack of realism, or otherwise being truly unimpressive and drab. Even the millennials who wore flashy and chic clothing as teenagers in the 90s have stepped into what’s often considered a downgrade in their adult years through their plain white, beige, or grey styles. Others may think its appeal to neutrality and compliance is carefully made, but it truly says nothing. Because it doesn‘t want to. Companies focus on production and mass advertising because it‘s cheaper. However, in an economy boasting inflation and high costs of living, it may lead people to question how they want to consume.
With the rise of AI models, this continues to be unhelpful for the factor of humanity and creativity when it comes to consumerism. Now we hear about the next thing about living a life dedicated to consuming all types of one thing, versus an insufficient amount. There is no balance or heart when all corporations come after money. What we buy is what we wear, what we eat, and what we think. And with minimalism comes gentrification, causing harmful social impact or even more and more repetitive discussions around stereotypes and trends that affect those with a lifestyle different than that of modern and urban. Why is the only thing I see being developed the same kinds of apartments or fast food restaurants with white or brown paint? The pattern keeps looping people into buying whatever, and to be fine with less personality or authenticity. Think matcha performative guys on TikTok or the girls who wanted to be teenagers in 2015. They just somehow cannot get it “right.” They miss what feels good about life, but products never seem to try to win consumers out of that, only through problem-solving and efficiency.
But the only way for things to change is to create demand. The issue with these trends to tackle character or life in consumerism is that they fade, and people pretend to look the other way just to buy what everyone else is purchasing. And then the cycle repeats. The current bleak state of the world could use some colour, patterns, or just something refreshing.
What do you think of these interpretations or conversations about minimalism in product design/business outreach? Do you think the style is fine and that visual appeal is not something to worry about?
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