A wise consumer is likely to buy a product or service that brings meaning to their life. This can be a product that is more expensive but will last longer, or a product/service that is sentimental and brings a smile to the consumers face, or a cheaper but more authentic product that is seen as one of a kind. I know for me, the example of thrift shopping really resonated. Personally, I get almost all of my clothes from a boutique second-hand store in Downtown Richmond for both the fact that the clothes are cheaper and that they are vintage and unique. I feel like this is a perfect example of a product that wise consumers would purchase. For me, I reap the benefits of spending less and owning clothes that are one of a kind and thus make me feel one of kind.
A recent trend in young people’s spending that I believe constitutes the choices of a wise consumer is that of “buying experiences.” For birthdays, holidays, anniversaries, etc. people are giving more and more frequently the gift of adventures. For example, for my friend’s birthday this past summer, I took him parasailing. It was a once in a lifetime experience and one of the best purchases I think I have ever made. For my sister’s college graduation, my father funded her plane ticket to Italy. And she had the most amazing time. The memories from these experiences provide so much happiness and often time, can change a person’s life. This buying of experiences is a perfect example of a wise consumer’s purchase because of the value and sentiment and joy brought about because of these purchases.
Listed below are some examples of design principles that would identify with a wise consumer looking for a product or service that is meaningful and sentimental:
- Emphasize the uniqueness of a product
- Highlight the product’s history and story-i.e. where the product came from, the story of its production (is it a free trade product, who made it?), the level of vintage-ness
- Focus on the emotions customers experience after buying/using the product