Consumer tribe: Data Believers
This segment believes in statistics and tracks information. This tribe understands that images today evolve and are manipulated through filters — enhancing, dissecting, deconstructing, distorting, interweaving, tearing apart, stripping back and layering the originals. They embrace innovations such as 3D printing in their homes and expect brands and retailers to keep up with their level of technological engagement with the world. DIGITAL FANTASY - The way we look at the world is changing. A machine does not differentiate between the animate and the inanimate, the beautiful and the ugly. This is influencing the aesthetic of design today. New graphic styles convey the message immediately and the use of solid colour blocks is digitally-inspired. Exploring the full spectrum of synthetic effects, digital ideology and modern techniques and a sense of humour is key to produce pieces in incredibly precious materials and represent immense value for a new generation of consumers.
Design hooks adapted from the trend – Digital Fantasy
• Futuristic Beauty - Powerful shapes combined with dramatic colours to create a futuristic, sometimes surreal look.
• Distorted Planes - Celebrate what seem to be visual accidents: distortions, digital dust, glitches and “ghosts in the machine” – the strange traces technology leaves behind. Computer-precision is also conveyed with laser-cut or perforated lattices and grids for a fine platinum finish. Stones and gems are also moved just slightly ‘off’ to create unexpected patterns.
• Pixelated - Create an effect similar to magnified pixels on a screen with the malleable qualities of platinum. Digitised motifs and patterns create surface interest as well as moving and adaptable surfaces like this ring that expands to become a bracelet.
• Odd Repetition - Geometric shapes appear as repeat patterns and three-dimensional forms.
• Faceted - The importance of QR codes has become mainstream and materials are becoming more playful and interactive with integrated sensors. The signs and symbols – the digital vocabulary of these new tools are also inspiring a sharp use of graphic lines and incisions in non-digital products for futuristic, multi-faceted surfaces.
• Simple Geometry - Products can be perceived from multiple perspectives: mirrors, prisms, facets and geometrics are key. Boundaries between the virtual and the real have all become blurred and interchangeable. There is a fading of edges and surfaces seem to go on infinitely.
• Pop Art - Mix platinum with synthetic materials to juxtapose surface textures and colour in a fun Pop- Art take on modern design. Jewellery designers are also increasingly inspired by shapes from other industries such as car parts or technical machinery.
• Super Minimal - And finally if interpreting the digital into physical form is too much for some consumers a super-minimalism is also directional in this world of simple messages and unisex sensibilities.