OUGD603 - Brief 07 - Loneliness - Research: Nostalgia

According to the New York Times, nostalgia has been shown to counteract loneliness, boredom and anxiety. It makes people more generous to strangers and more tolerant of outsiders. Couples feel closer and look happier when they’re sharing nostalgic memories. On cold days, or in cold rooms, people use nostalgia to literally feel warmer (2013). As a whole, nostalgia makes life seem more meaningful, death less frightening, and people generally become more optimistic and inspired for the future.

An article on The Telegraphy highlights an example of this and how nostalgia can have a positive effect on people with dementia, highlighting how 'many people may forget their name or who family members are, but then be stimulated by seeing a ration card or holding a dinky toy. It helps families talk normally again, which can ease the strain of visiting' (2014). Considering this in terms of design, brands can be re-appropriate old logos and marks to instil nostalgia. Kodak is one example that can highlight this. In 2016 they introduced a new logo developed from their 1971 logo. Getting back into the consumer market, Kodak recently released the Ektra, a photography-first smartphone, and at CES this year announced the return of the Super 8 camera and film. To gradually coincide with this return as a more general consumer brand, Kodak has reinstated its iconic logo with a typographic and identity update. This has inspired me to reference old images and instil nostalgia through design.

There has also been evidence that nostalgia is effective through the interaction of different age groups. The researchers behind the new NICE public health guidelines on independence and wellbeing in older people looked at examples around the world, especially Japan and North America, and agreed there was consistent evidence that intergenerational schemes could save lives among older people, especially where participants were giving back to society (The Telegraph, 2015).

Interestingly, elderly people meeting young people is beneficial both ways - Guy Robertson, a former Department of Health policy advisor on ageing highlighted that it is important for young people’s long-term health to. Research has found that our stereotypical view of ageing – as a downward spiral of illness and loneliness – is formed early in life. If these views aren’t challenged by mixing with older people, they become a self-fulfilling prophecy, leading to poor health outcomes. Because of these points I am inspired to create ideas where elderly people socialise with young people.