Nostalgia is a very powerful emotion in design. It is an interesting concept for current generations to look back on memories, objects and places with such high regard. Why do we do it? If we examine our own memories, depending on our ages, I’m sure similar references will appear. A favourite toy, sweet, music, clothing or even a TV show allows us to compare with today and connect with different generations that remember similar references.
As we age, our nostalgic desires increase, making us more receptive to advertisers and marketers use of what researchers call “a longing for positive memories from the past.” This desire for nostalgia is further intensified by today’s present climate. Studies have identified how nostalgia can be exploited and how images and sounds from the past can create positive feelings about some products. At the recent Goodwood Revival, a three-day annual festival celebrating the vintage cars and motorcycles that would have competed during the circuit’s hey day between the Forties and Sixties.
Tesco opened a vintage store with classic products on display include Marathons, Opal Fruits, Campbell’s tomato soup, Daz, Colman’s mustard, Pears soap and Carnation evaporated milk, all in vintage packaging.
The store was designed by Greg Bullen, with the original Tesco philosophy in mind. Jack Cohen’s ‘pile it high, sell it cheap’ approach gives the store an authentic feel. “We poured over archive material, analysing the look and feel of 1960s stores before designing this unique retro store. At the same time, we had Goodwood’s chic image in mind.” Staff were dressed in vintage uniforms, with hair and make-up styled in the fashion of the era.
When we remember a past event, it shapes this memory and can re-cast it in a more pleasing way. We generally forget our negative feelings from the past and remember memories with a more positive glow. Anyone for a Wagon Wheel?…. Nostalgia can make us feel that not so much time has passed between then and now, making us feel young again.
In today’s environment of a perceived diminished future, playing up nostalgic experiences that engender hope may be a good strategy.
James Chantler is Creative Director at Happy Creative, a full service marketing and creative agency based in Blackpool, Lancashire. To learn more or contact us please go to www.happy-creative.co.uk
