Objectified: Gary Hustwit

The scene in the documentary that really moved me was when Apple was discussed. Apple, as a company, became very popular and relevant not just because of the capabilities of iphones, macbooks, ipods, etc. One of the main reasons for Apple’s success lies in the design of their products and the way their designs have evolved overtime. Apple was one of the leading trendsetters in design because their products were not only appealing because of their functionality, but also because of the stylistic approach.

Jonathan Ive, Apple’s CEO, states that one of Apple’s first concern when creating a product is the design. They attempt to get the design “out of the way” before beginning to focus on the product itself. He stated that the products Apple creates and sells seems almost undesigned. The reason behind this logic is the amount of time and effort it takes to strip materials of any parts of components that are not needed or effective. The macbook for instance, only has parts of “imperfections” around it when necessary. It is as flat as they can possibly make it and it also has as little material and things added as possible in order for it to function. This idea is all based on what people find appealing and seek in today’s time.

One thing that surprised me about the documentary is the idea of having less material, but paying more money. Many items in today’s time is developed with less materials due to the chic and modern demands of the society. Less material for common household items and appliances would ideally mean less money spent on these items. This idea, although seemingly realistic, is not true. Many people pay for the design of a product. The amount of time alone put into the design without the consideration of functionality is quite large, and because of this, companies feel justified in charging more today for the same product that would actually cost manufacturers more money to produce years ago.

When thinking of many companies that are successful today, like Target and Ikea, the reason for their success stems from the options they provide to the public and the way in which these companies quickly adapted to the new world and the way in which design was at the forefront. Target’s quick shift in the way things were sold was and remains to be a key factor in its success. Target is a store that anyone can go to and find affordable, yet chic and edgy items for their home, vehicle, children and individual lifestyles.

Cars was another major topic of discussion in the documentary. Chris Bangle, chief of design for BMW, stated that the design of automobiles has become a very big deal and was always a big deal in the past as well. He explained that many people seek different things and different ways to justify their purchase and to find purpose in their life through their vehicles. He explained that there are people who simply seek the functionality aspect of vehicles and want to make sure the vehicle they purchase reflects the things they do on a daily basis and can accommodate those needs.

Bangle also explained that when it comes to the type of car people drive, they attempt to appeal to an audience, people on the road, and generally believe that the vehicle they drive is a direct reflection of who they are. Bangle however, believes quite the opposite. He believes that people are their own individual audience. In fact, he states that no one truly care about what other people around them are driving and don’t necessarily judge strangers based on their choice of vehicles. He states that everything a person purchases and has is a reflection of how they want others to view them more than a reflection of how others actually view them.

Bangle’s ideas and theories made me question my choices and who I might believe my audience is. Having recently purchased a new car, I began to question my choices and why I purchased the vehicle I did. I asked myself about my audience and whether or not I even believe I have an audience.