Calling a spade a spade isn’t quite what we expect from design. We expect a spade to be called anything between a ‘Horticultural Trident’ to a ‘Trowel for Peace and Tranquillity’. This is because design more often than not emphasizes some narrative essential to the company or consumer rather than the product itself. But lately, there is a trend moving in the opposite direction. Obvious design – quite literally calling a spoon a spoon, as in Zing’s line of silicone kitchen utensils – is a clever and pertinent way of perking up the jaded consumer.
Note the speech bubble. This design strives to persuade the consumer that the product itself speaks, untainted by corporate agendas. Steering consumer thoughts to brighter, clearer things; out of the spatulas jostling on the shelf, this one raises its hand to implore ‘I work!’, ‘I am, indeed, a spatula!’ In an increasingly complex world with smart and connected objects, these objects are straight forward, ready for use and will play their role in your future culinary endeavors; nothing more, nothing less.
