The effect of imperialism in design
I used to wonder what imperialism was. Literally speaking, it is defined as the policy, practice, or advocacy of extending the power of a nation, especially by directing territorial acquisitions or gaining control over the political and economic life of other dominions.
You may be wondering, what I am on about? Let me explain: I realised imperialism is innate in our society. It is something we are bombarded with day in and out. It is what we are exposed to as aspirational and programmed to admire, whether it’s the media, the clothes we wear, the music we listen to, what we like on Facebook, or even the way we are corrected in our enunciation.
And this is a constant we grow up with. It is reiterated in school, at university and so on. When I was at university, I was asked to look upon international brands as benchmarks. Apple was the benchmark for user-friendly and minimalism, Coke was the holy grail of concepts, Indian content was humorous and edgy and Europe was where you found depth and art. Pakistan was nationalistic, cultural, patriotic and political. Those were the thoughts I was comfortable with and the ones I brought to my career. However, over the past couple of years I have noticed a shift. Yes, we are still patriotic and political, however, the brands I grew up with, particularly the ones in my kitchen have changed. My kitchen went from looking bright and ethnic to minimalistic. It left me craving colour, culture and warmth. Let’s observe five Pakistani brands and their imperialistic evolution: