🤡 Presumed dumbs.
How did we get here, and what does it mean for the future of design?
Over the years, I’ve had the privilege of working with some of the largest brands in the world. During that time, I’ve witnessed a concerning trend, and today, I want to talk about it—a phenomenon that not only affects our work but also society at large: the infantilization of the consumer.
A look at the past: Consumers were considered intelligent
There was a time when brands appealed to the intelligence, curiosity, and culture of the average consumer. Advertising campaigns were complex, often incorporating cultural references or implicit messages that required interpretation and reflection. Product design was imbued with an unspoken respect for the user’s ability to grasp deeper concepts and make informed decisions.
Think about past consumers engaging with literary narratives, artistic references, or even subtle political messages. These were invitations to think, to participate in a world where brands trusted that their consumers had a cultural foundation and a level of intelligence that could be challenged—and in some cases, even educated.
The present: Noise, chasing attention, and superficiality
Today, the landscape is vastly different. We find ourselves in an environment where the average consumer is constantly bombarded with messages across all platforms. From social media to digital billboards, messages are becoming shorter, simpler, and more repetitive. The goal is no longer to connect on a deeper level or to inspire emotion through complex narratives; now, it’s about grabbing attention—even if only for a few seconds.
Brands have shifted their strategies to compete in an oversaturated market, vying for the consumer’s fleeting attention. Complexity and depth have been replaced by repetition and sensationalism. UX design has not been immune to this shift. Interfaces strive to be so “simple” that they sometimes lose all traces of personality, exploration, or meaningful engagement with the product.
For example, social media platforms no longer just compete for your time; they compete for your cognitive attention. Apps are designed to keep you scrolling and consuming content without pause. Messages are short, immediate, and lack depth. This “frictionless interaction” model may be effective at retaining users, but it limits their ability to engage with complex or meaningful ideas. After scrolling through a feed, you likely won’t even remember the video you watched a minute ago.
The funnel of Intelligence: Why is this happening?
The infantilization of the consumer isn’t accidental; it’s the result of a combination of factors. One of the primary drivers is the attention economy. In a market where every second counts, brands have opted for strategies that prioritize efficiency over depth.
Another major factor is technology. Algorithms powering digital platforms prioritize content that generates clicks, likes, and interactions, sidelining content that could be more challenging or nuanced. The result is a vicious cycle: platforms produce superficial content because it generates more engagement, and consumers become accustomed to this level of simplicity, reducing their tolerance for more complex messages.
Finally, there’s the shift in cultural priorities. In a world where instant gratification is the norm, consumers seek experiences that are quick, simple, and direct. This doesn’t mean consumers are less intelligent—it means they’re being conditioned to act and think more reactively than proactively.
What does this mean for UX Designers?
As designers, we have an ethical responsibility. Our work not only defines how people interact with products but also shapes how they perceive the world around them. While it may be tempting to design for instant gratification, we must also consider how our decisions affect the user’s ability to think critically and engage in more meaningful experiences.
Some key ideas to counter this trend include:
Designing for reflection, not just action:
Introduce elements in interfaces that encourage users to pause, reflect, and consider their options.Respecting the user’s intelligence:
Create content and designs that invite users to think and build connections with the product.Prioritizing quality over quantity:
Instead of bombarding users with constant messages, focus on creating memorable and meaningful experiences.Challenging algorithms:
As designers, we can influence how algorithms prioritize content. We can advocate for systems that value quality and depth as much as they value interaction metrics.
In summary:
Designing a More Meaningful Future
The infantilization of the consumer isn’t inevitable. We have the power to change this narrative and create experiences that respect and stimulate the user’s intelligence and curiosity. The future of design doesn’t have to be shallow; it can be a space where brands and users collaborate to build a richer, more meaningful, and stimulating world. The question is: are we ready to take on that challenge?
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