November 18, 2014

In today’s society, consumers are seeking authenticity, simplicity and clarity. We’ve observed that this desire is being fulfilled physically by transparent designs.

The results are items that remove barriers and let consumers see them to provide unobstructed “views.” In the spheres of architecture, interior design and fashion, transparent materials and substrates complement rather than steal the spotlight, allowing for people, environment and products to shine through.

In apparel, diaphanous and see-through styles focus attention on the wearer. The person and their personality come through as she or he is quite literally exposed. For instance, sheer fabrics made their way onto the runway during Fashion Week 2014 and Christian Louboutin used clear materials in his latest collection.

In architecture, sheer and clear designs create a sense of openness and allow other elements in the room to stand out. Earlier this year, Yale University opened the doors of its new School of Management building. The exterior of the five-story building consists entirely of large glass windows, creating an open environment that is likely to facilitate the exchange of ideas and collaborative learning.

At home, translucent and sheer pieces are almost invisible, but enhance the size of the space and bring light to everything else in the room or home.

As marketers, think of ways you can tap into this broader consumer need for stripping things down to reveal what is real. Rethink the visual design of your product, package, brand or service with this in mind. Furthermore, explain how the idea of transparency can manifest itself in verbal communication and through brand experiences with consumers.

Find out more about how to design with honest, unobstructed views in our latest issue of Sightings – Building Bridges: Facilitating Passage Between Physical and Digital.