Methods of Investigating: Written Response

The site of my investigation is based on people’s daily consumption scenarios, aiming to explore the phenomenon of consumer fatigue associated with the relationship between high-priced necessities and ordinary necessities. Using methods such as notetaking and photographing, I recorded the fluctuations in the demand for necessities throughout the day at Sainsbury’s. My approach was inspired by Georges Perec’s concept of observing everyday spaces in Species of Spaces, particularly in “The Street,” where he states that “everyday spaces reveal hidden complexities” (Perec, 1974, p. 51). Similarly, my observations of supermarket shelves at different times of the day uncovered nuanced patterns of consumer behavior that would otherwise go unnoticed.

Perec’s concept that “the value we assign to spaces often relates to symbolic or practical aspects” (Perec, 1974, p. 73) resonates with my finding that Evian’s sales are in decline, while Highland Spring—seen as more practical—continues to perform better. This indicates a shift in consumer priorities, from luxury to utility.In the process, I also discovered the most relevant method—diagramming, by diagramming barcodes of different brands of daily necessities. The length and width of the barcodes represent the sales volume during various time of the day. This method of data visualization allows me to transform abstract numerical data into a form that was visually intuitive.

Agnès Varda’s The Gleaners and I parallels this, as Varda captures individuals who “reclaim value from what society discards” (Varda, 2000). In people’s daily consumption scenarios, consumers are similarly rejecting High-priced necessities and opting for items with more functional value, akin to gleaning the best practical value from their purchases.

Incorporating graphic communication design into my research allowed me to not only observe consumer spaces more critically but also present findings in a way that is accessible and engaging.Through the use of diagrams and photographs, I transformed raw data into a narrative that reveals hidden dimensions of consumer behavior, demonstrating the power of graphic design in uncovering complex social dynamics.

References:

Perec, G. (1974). Species of Spaces and Other Places. London: Penguin Books.

Varda, A. (2000). The Gleaners and I. [Film] France: Ciné-Tamaris.