The Retail Industry
represented as a multi-style painting
This postcard highlights the polarising consumer retail experience. A sparse, industrialist, Lowry-inspired depiction contrasts with the wonderfully colourful and detailed impressionist element. These visuals bring to life contradictory aspects of the consumer experience, ranging from the “over-the-top” and experiential glamour of the high street to the dull, depressing and dying town centres.
As represented by the clear dividing line, “to survive in an increasingly online world, customer service is the key differentiator.”
The Food Service Industry
represented as a digital illustration
Feedback most suited a digital illustrative syle that represents a modern, clean and atmospheric dining environment that is primarily associated with the food service sector. Behaviour and choice and highly review driven, both by online sites and word of mouth. Many will “always look online for reviews” before trying a new establishment that is not one of their “existing favourites.”
Ultimately, consumers believe restaurants serve experiences; service and atmosphere are just as important as the food that they cook.
The Food Production Industry
represented as an dada collage
Inspired by Dada style collages, this postcard draws on common themes that consumers highlighted. The vast range of choice portrayed in the collage encroaches and overshadows the only natural food source; emblematic of the perception that while the variety of products is impressive, it only serves as a distraction to core issues.
Consumers care about “animal welfare, the high degree of competition, the potential for deception” and questioned whether the cost of highly processed foods was worth the impact.
The Financial Services Industry
represented as a cubist painting
The cubist imagery of this design represents the clean-cut professionalism that consumers associate with the financial services sector. The geometric rigidity of the industry is startling; but consumers believe money is the sole focus, while customer service and experience is given little attention.
The dash of blue in this piece symbolises the expressed hope that the industry will see them soon. But, for now, the overriding impression is still that “institutions do not care about you as a person any more. All they care about is reaching their targets.”
The Travel Industry
represented as a pop-art poster
The travel sector is represented in a retro, pop art style in order to highlight two key themes. The vibrant and colourful visuals depict the expectations of “fun and relaxation” that consumers have come to expect. Transport, hotels and location were all considered contributing factors to the experience, but fun appears to be the main metric travel is judged on.
The sector as a whole and travel agents were also a source of nostalgia for a number of consumers – remembering past experiences from both recent years and decades past.
The Hotel Industry
represented by typography
The design of this postcard reflects that while consumers may enjoy the furnishings and décor of a hotel, the single aspect of the experience that can make or break an experience is the service provided by the staff.
Hotels were described as a “much needed resource” highlighting that the experience is often viewed in a utilitarian light. As such, elements such as cleanliness, convenience and comfort are important in the moment but not memorable long after a stay.