Context?
- Jan 16, 2024
- 3 min read
Now what I want to talk about today is the context in which some products are used. I will show an example of a product being used in the completely wrong context and discuss why this happens. Then I will look at the other side of this and consider a design that is great and is used by consumers in the correct context.
Wrong Context
I took this photo out of the sheer hilarity of the context in which the design was being used. Taking a look at the automotive industry, cars keep on getting bigger. Now the reasons for this are pretty obvious; people want more space in a car (both as passengers and drivers), people want more practicality and the ability to transport more goods, and finally, cars simply require more safety equipment and big cars give the space needed to install this. However, on the contrary, it is a lot harder to make a town or a road bigger. This has led to countless cases of big cars blocking up small roads. For example, the road you see in the photo is of Bothwell Main Street. The road is narrow and curved and every time a big car tries to park on it the road comes to a standstill both ways.
So, what is the context in which a Land/Range Rover should be used? Well, I think the following photos will explain this.
I also get reminded of this classic advert.
"Next time you're late for work, it is worth remembering, that nothing... that nothing, gets in the way of a Land Rover". Wow. If I was alive in 1986 I would have bought one there and then. So, where has it all gone wrong? Where did the name "Chelsea Tractor" come from?
Now the simple answer is image. This has changed in the last 50 years. We can all picture a stereotypical modern Range Rover driver, an opulent, smartly dressed, businessman/footballer. This happened due to Range Rover becoming a much more luxurious brand while trying to retain their "nothing gets in the way of a Land Rover" reputation. This changed the context in which the vehicle was being used as these kinds of people tended to live in towns and cities rather than farms and countryside areas, where the Rover's intended context was. This is why I believe you see these cars blocking up the roads, mounting kerbs and squeezing out cyclists, and overall being used in an unintended context.
Finally, I just want to compare the new Land Rover to an old model.
You can see some obvious similarities between the designs. 3 doors and a spare wheel attached to the boot are the obvious ones. I commend Land Rover for this as these are key features that let you know, this is a Land Rover. However, the obvious difference is the size. Look how big that new model is! It is unnecessary. I also feel as though the simplicity of the design has been lost entirely. In my mind, a Land Rover is a simple design that can be easily fixed (and when you buy a Rover you will need it to be easy to fix). Whether or not the new model is easier to fix, doesn't matter, the design language used portrays a sense of complexity that I don't think Land Rover stands for. Therefore, the people who used to buy Land Rovers to go off-road won't buy them. The consumer changes. Therefore, the context changes.
Correct Context
I am going to go back to my bread and butter to talk about a design used in the correct context.
Now what is the context in which this shoe was designed for? Well, Nike calls it a lifestyle shoe and I think that is bang on. The combination of the leather canvas and thick sole with its cushioned interior makes it a brilliant design for the context in which it is used, walking about. If you were to go for a run or play a game of basketball in this shoe your feet would not be thanking you for the experience. This is why you will see people wearing these walking to the shops or going to the movies. In fact, here are the first images that come up when I search "regular people wearing Air Force 1s" on Google.
Just cool people wearing a cool shoes in the right context. You love to see it!
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