Politics of Design

Image from: http://www.smeguk.com

Considering the reading "Design and the Democratic Ideal" by Jane Pavitt I think the political and ideological messages that inform design today are also similiar to those of the past. This particularly refers to the ideas that influenced design and were formed because of the social and political reformation of Europe after the Second World War. The reading explains of the first stage of redevelopment in Europe as one of redevelopment and immediate alleviation of suffering which influenced design, but more importantly soon after it was argued that consumerism would provide an answer to the reformation of ideas and ideas in design. We still see the effects of the introduction of consumerism (a highly americanized approach) into the European design culture today, something that was fiercely debated at the time. The Smeg Designs are a good example of European products that reflect both the americanized nature of products and the influence of consumerism from the past to present.

Smeg is an Italian brand that has been producing high quality appliances since 1948, around the time of the political and social reformation of Europe. Over time Smeg has become a successful brand throughout many different countries, partly due to the design of its products and no doubt it's consumerist vision of material abundence and luxury that the brand and its products offer (such as the fridge/freezer seen above). As the political and ideology of the consumer have changed over the years, so too has Smeg. With an increased awareness of environmental issues and the global climate change, Smeg has catered to the change in opinions. Smeg has continued to offer more sustainable and environmentally friendly products whilst also of high quality and good looks, this is consistant with Smeg's mission statement "Technology with Style". In my opinion it is the the politics and ideology about sustainable living that most influences design today and this was seen as the Smeg brand evolved over the years. I believe that design that encourages or includes the use of sustainable living and products is what will shape design ideology and consumer choice in the coming years, just as the Second World War influenced design ideology and consumer choice in the past.