page 37 of 101 Things I Learned in Architecture School

mass appeal

I can’t count how many times I’ve been told in my professional life that my designs should have a more “commercial appeal”, should attract that elusive “universal customer”, should be able to be worn by “young and old alike”.  I have been told that I should avoid being “too specific”.  I never agreed with the directives but I never had a valid counter argument to support my disagreement.  Until now.

Jesse, who has proven to be a continual source of inspiration and wisdom for me, has started a new side project.  During a casual conversation about it, he mentioned that he tries to create each project with a unique individual as his audience, rather than attempting to appeal to a large group.  This brought up a Kurt Vonnegut quote (yes, he occasionally quotes Kurt Vonnegut in casual conversation):

“Write to please just one person. If you open a window and make love to the world, so to speak, your story will get pneumonia.”

I believe all great designers heed this mantra, designing for themselves, or the alter ego they wish they were. And it’s painfully obvious when they (and by they I mean me) veer from it, resulting in a creation that lacks direction, continuity, substance and, dare I say it, may even lack soul.  Why is this true?  I’m not entirely sure, nor can I quote psychological studies as reference.  But as times become increasingly difficult for everyone, the few consumers who are left are looking for something that was made especially for them, not for a thousand other people who have been lumped into the same random category.  People have always wanted to feel unique.  Now that times are difficult, that need is greater.  And more accessible.  The success of websites like etsy, where you can have just about anything made tailor-made to your specifications, testify to this assumption.

And if, like me, you missed that day in school when this theory was taught, hopefully this will provide you with a little perspective.  As it did for me.