Junk Mail. But not just any junk mail, luxurious junk mail!
It’s not an uncommon sight , opening the front door to find a pile of post scattered on the floor. Some from the postman, some from somebody walking around with half a ton of kebab flyers under their arm. The kebabs get binned, and every time it occurs to me that someone photographed the food, someone laid out the imagery, someone printed it, someone delivered it to my door and now I’m that someone delivering it to my bin. Sheesh, is it really worth it – that’s the question. Actually, that might have made for a good dissertation topic!
My dissertation research is underway, under the topic of Luxury. This weighty Tiffany’s envelope isn’t relatable to my current focus but still, this bit of post was the nicest bit of junk mail I’ve ever received and touched on some aspects of luxury I explored over the summer.
A catalogue, a catalogue about the catalogue and a cover letter. All printed on quality stock, this had a feel of importance to it and somehow that translated to making ME feel important. They had my attention. My early research into luxury brought up the importance of the senses. Appealing to senses of touch and smell are just as important as graphic aesthetics to really engage the viewer. Part of luxury is being exclusive and this envelope felt like it only went out to dearest clients, not ‘dear homeowner’.
Inside there’s the quality presentation you’d expect in any high end catalogue. What’s over the top is this secondary book which catalogues the names and prices of everything shown in the other catalogue. This must have been a dream come true for the designers, to have full page images decluttered from an overabundance of technical information as well as forgetting the bill for print costs. Doing something like this says ‘money doesn’t keep us from doing what we want, so neither should you’.
“This is Tiffany”. This is silver embossed type. This is also a photoshop effect of making a picture look like a pencil sketch which I’m not sure I’m too keen on. This is jogging my memory of the fun “this is” tweets from the “This Is” end of year show a while back at UCS. It’s addictive to write “This is” as I now know. This is a good point to get back on topic.
That dark rectangle with a bit of text broke me from the luxury experience I was immersed in. Tiffany was selling me a clean, elegant and organised life. Everything has it’s place, the way prices have their own place in a separate catalogue. So what’s that box aligned to? Is that even centred? Where’s my ruler? And hold my beer.
Right. That clears that up. I see what they did there and how using the other text for centres or alignment push it into another awkward position. Good to know. Maybe omitting it and printing it like a business card to stick in my luxury junk mail pack would have been a good solution.
Perhaps it’s just me being a weirdo with a ruler, but the overarching lesson is there. Everything needs to come together to complete the luxury feel. It could be the wrong typeface, a busy layout or some generic greeting like Dear Sir or Madam that brings you back to your senses and puts your credit card back in your wallet. For me it was a rectangle. And the fact that I don’t have a dress to go with any of those necklaces.
Now if only I could convince my dear wife to spend more time looking at rectangles the same way I do. I don’t know what she sees in diamonds.