Technology is undoubtedly driving the world forward, and there is huge market competition facing the innovation and new product development of technological gadgetry. Although we are embracing being part of a technological age, there also seems to be a return to and, in fact, a growing movement towards more naturalistic forms. Can the two comfortably coexist? Is it time to look at the human needs that this technology is trying to meet and look at how nature and technology could better work together to shape the future? Architecture across the world is embracing naturalistic forms, but what can brands learn from the natural world to be more empathetic to our needs? Could design help brands marry the best of nature and technology to create successful future brand innovations?
First and foremost, let’s explore the relationship between nature and technology and what the attraction is for today’s consumer. Essentially, consumers want to make a real connection with brands in the same way as they do with other people. Technology provides us with an instant and functional connection, while we generally perceive our relationship with the natural world to be a more sensory and intimate connection—an emotional connection.
Design is, of course, the visual representation of a brand and the most tactile and physical medium with which brands can forge a meaningful and desirable connection with the consumer. We must not underestimate the power of design in balancing function and emotion, nature and technology. Design undoubtedly has the opportunity to take the high ground and shape the future of ‘natural technology’. In broad terms, we are, in fact, already seeing a distinct shift away from the mechanistic and hard-edged to a feminization of brand design—using the power of technology to emulate and recreate the natural, the curvy and the linear, and better represent things animal, plant and mineral within the branding community.
In terms of specifics, certain innovative brands are either basing their whole offer on a future-focused vision or cleverly working with what they already have to tune into the zeitgeist. For example, 37 Degrees, an innovative, temperature-regulating range of infant clothing, is one of many brands using technology to emulate or help nature and meet human needs. Made with NASA-developed textiles—also used to make spacesuits—the 37 Degrees clothing absorbs and stores heat from the skin and releases it only when necessary to keep the baby’s body temperature at a comfortable 37 degrees Celsius. The clothing is also beautifully designed and, therefore, has a competitive edge in terms of both functionality and desirability. Similarly, if we look to the automotive industry, the technical prowess of both the VW Beetle and the Vespa has never been brought into question. Both brands have successfully evolved over time to retain a loyal following and attract a new consumer through subtle changes to the design to make the forms softer and more in keeping with today’s perception of beauty.
Packaging design is now starting to follow the lead established by architecture and product design although there is still some way to go within certain sectors. We would naturally expect cosmetics packaging design to be more adept at using the best of nature and technology in its brand creation, but Ralph Lauren’s ‘Pure Turquoise’ perfume takes this one step further by using a piece of turquoise stone as a bottle stopper. We have been seeing a return to the more traditional and natural materials such as glass and gemstones. But we are also seeing increased research and development into new materials that mimic the state of the natural world. For example, award-winning fragrance Euphoria by Calvin Klein is packaged in a bottle that gives the appearance of liquid metal or of a precious mineral such as hematite.
Texture and form are keys to packaging design, and texture was also the focus when working with Absolut to create the graphic and structural identity for sub-brand, ABSOLUT CUT. The bottle is texturized with random ‘cuts’ in the glass, making each bottle individual and promoting the fact that this is a handheld drink—a natural and physical connection for an urban brand. Technology per se is often symmetrical while nature is irregular, less contrived and less perfect. Consumers are looking to brands for this same sense of authentic connection that they look for in people.
So how do brands start to make this connection and start to embrace the benefits of ‘natural technology’ without necessarily reinventing their brand? Essentially, brands need to change their mindset and look at their brand as a whole rather than a sum of parts, and again brands can learn a salutary lesson by studying and emulating the cohesive design of the natural and technological worlds.
The evolution and maintenance of the natural world is founded on an ecosystem whereby all elements are useful, relevant and seamlessly work in harmony to progress and develop their environment. In turn, the majority of technology is dependent on an integrated network. Not only do the component parts of packaging design—form, texture, colour, structure—need to work holistically to create the most visually desirable brand solutions, but brand owners need to look at ways for brand teams to work as a collective and combine design aesthetics, technology and natural elements at the start of the creative process rather than using them in isolation. In this way, brands can create naturalistic design underpinned by emerging technologies with the power to fulfill human needs and forge a true connection with the consumer on any and every level required.
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