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Storytelling Through Product Design

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Storytelling is part of being human. It is how we make sense of the world around us, from the mysteries of our existence, to explaining our physical and social environment and even our individual psychology. It is through the telling of stories that we learn, develop and share our experiences.

When you think of stories, the first thing that comes to mind will probably be the fairy tales from your youth, the movies we see and the books that we read. But stories are also communicated by ceremonies, cultural traditions, art and even through the products that we use.

Products can communicate histories of people, places, events and eras. They mediate between ourselves and our environment through the functions they fulfill, the aesthetics they carry and the interaction they elicit. And by buying them, they become a channel through which to communicate our own identity.

With OAT Shoes I wanted to use storytelling to inform and make explicit the expanded environmental impact of the production, use and disposal of products. By creating the world’s first non-toxic biodegradable shoes that bloom, we wanted to place people back into the natural cycle of life in a very tangible way and -why stop there?- challenge the status quo in the shoe industry.

Since its launch in 2011, OAT has received overwhelming support from people around the world. It’s been amazing to receive emails from places like Korea, Japan, South Africa and the USA with messages of support and love. To me it has proven that our generation wants more than form and function from a product: we want our products that contribute. We demand that companies formulate their purpose in society and that their policies and products are consistent with this purpose.

Products that tell stories inform, educate and present consumers with new perspectives.  And by telling the story with the product itself, as opposed to marketing telling a story about a product, it becomes the source of conversation and enables the exchange of ideas and beliefs, amplifying their role as catalysts for the change we want to see in the world.


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