Embracing The Time Keepers: Design Innovations
In our ongoing series to decode consumer archetypes that will shape the near future, Contraire's focus shifts to a fascinating group identified by WGSN: “The Time Keepers.” This archetype is all about making the most of every experience, product, and interaction–driven by a desire to attain the highest possible value and satisfaction from their investments.
Who Are The Time Keepers?
Time Keepers represent a segment of consumers who are driven by excellence and multiplicity in function, all while upholding standards of style and sustainability. Characterized by their meticulous attention to detail, they constantly seek out high-caliber brands offering versatile and feature-rich solutions. Rejecting the notion of settling for single-purpose items, they gravitate towards adaptable innovations that seamlessly integrate into various aspects of their lifestyle.
What do Time Keepers Value?
Central to the Time Keepers' ethos is an appreciation for meticulously designed solutions that transcend mere utility. They appreciate innovations that incorporate smart technology, adaptability, and personalized features. Sustainability remains a factor, but it must be paired with cutting-edge design and technology. They favor thoughtful user experience and intuitive and efficient interfaces across websites and apps that streamline tasks and boost productivity.
Strategies for Brands to Engage with Time Keepers
Engaging Time Keepers requires a nuanced approach to design innovation. We suggest first focusing on how to enhance the functionality of your product or service. How can it exceed utilitarian expectations and make a tangible impact on daily use for your audience? Once that’s solved, attention can be directed towards aesthetic improvements that align with your Environmental, Social, and Governance (ESG) standards. Marketing communications should emphasize the sophistication and thoughtfulness behind each product, app, service, or brand design. By highlighting how these designs provide more value and cater to the specific needs of the user, you build a narrative that resonates deeply with this discerning group.
Let’s look at an example together of how to create for this audience:
We’re currently designing signage for an urban design and community project, where traits of the Time Keepers archetype have been identified as part of our larger target audience. With wayfinding signage, it goes without saying that we need to prioritize clarity and efficiency. Utilizing high-contrast colors and legible fonts ensures that directions are quickly understandable and guests can effortlessly navigate the space. Integrating digital signage augments the guest experience by providing real-time updates, interactive maps, and personalized information—seamlessly aligning with Time Keepers' pursuit of efficiency and innovative solutions.
As we look ahead, we remain dedicated to enhancing the lives of Time Keepers everywhere, ensuring that their time, the ultimate resource, is always well spent. After all, the passage of time is the one constant that remains in our rapidly changing world.
While we’re exploring various consumer archetypes this month, such as The New Nihilists and The Reductionists, it's important to recognize the multitude of types and their nuanced combinations. We anticipate the brands that mirror the diversity and complexity of individual selfhood stand poised to resonate strongly with the Time Keepers archetype.
And while this isn’t us advocating for your brand to become everything for everyone, we are underscoring the importance of mastering your message!
Should your brand require a bit of fine-tuning in its positioning, we're here to offer our expertise. Our range of services can assist you in articulating your message with clarity, enabling brand fluidity across a spectrum of subcultures within your target audience.
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