Digital

Analogue communications in a digital world

In an age where digital so often steals the limelight, it is can be particularly gratifying when we uncover a surprising gem in physical form.

For avid online shoppers, it is so easy to click the ‘would like to receive’ box after making a purchase, in the hopes of being rewarded for your interest by being sent the occasional discount voucher and sale notifications. Over time our inbox starts to burst at the seams with the deluge of emails telling us about our ‘last chance to buy’, ‘new picks for you’ and tugging on the heart strings with my personal favourite ‘we’ve missed you, here’s something to tempt you back…’ Inevitably, rather than sifting through an endless list of unopened messages, our cursor tends to hover over the delete button as we seek to cull the masses.

As the dregs of the sales are finally removed from sight we look forward to a barrage of invitations to ‘view our new collections’ and ‘start afresh’. With the excesses of the festive season and economic doom and gloom still weighing heavily in on our minds, the inbox cull continues. Yet meanwhile, the arrival of a creative masterpiece in an (often forgotten) ‘other’ inbox grabs our attention.

Paying homage to the ‘back to school’ style campaigns, White Stuff delivered their new season collection in an exercise book-style catalogue. Tasks included how to cover said exercise book to ‘make it your own’, and tips on vertical gardening. These were interspersed with delightful anecdotes and diary entries about the desire to undertake a ‘digital detox’ and how a cookie was ‘best enjoyed with a nice cuppa’, cleverly reminding us of their online presence in these lovingly planted references.

Admittedly, physical platforms are just as susceptible to the metaphorical ‘delete’ button, which surely serves to reinforce the argument for ‘analogue’ and digital to join forces in their quest to cut through our increasingly crowded multichannel world. Analogue devices have the power to generate nostalgic warmth towards brands and products through their tactile qualities, but can also act as a vehicle for digital growth.