Polaroid: Instant Authenticity

Nostalgia in a Box

A while ago, my daughter celebrated her eighth birthday. She had seen her elder brothers take photos with their phones and enjoy watching them right away, and expressed she wanted that, too. As we thought she was too young to own a phone and expected she'd soon outgrow one of those playful cameras for kids, we decided to give her an instant camera – yes, a good-old Polaroid. I have to admit that a little nostalgia was involved, too; I felt I finally had a good reason to have a pure product again in a home full of advanced phones (essentially being cameras one can also call with). My daughter loved it. Me too, and I'll tell you why.

Instant Cameras or Sunglasses?

Polaroid, what was that again? Well, checking out the web immediately shows that it's one of the few brands out there that have had a rainbow in their logo before others started taking it in for other reasons.

Call it “Artsy Chic” or “Retro,” there is no doubt that the Polaroid Color Spectrum exemplifies the creativity and imagination that surrounds the Polaroid brand. For years, it has been integral to Polaroid photographic offerings used by influential and emerging artists that form our history. – Polaroid

What's more interesting though, is that there are two logos out there. After all, more than one thing gets to your mind when you hear the name, right? Indeed, Polaroid is known for both sunglasses and instant cameras. Long story short: It all started with one company in 1937, and today, the brand is carried on by two independent entities, one for each category. As for the cameras, the business has seen a decline in the nineties, when digital cameras were introduced. During several attempts to make the business profitable again, the strong brand name continued to live in people's minds, and even made it into the dictionary. A die-hard user community and valuable memories of instant photography had gradually increased the brand's cult value, which led to a new boost during the latest era of the brand, which started under another company five years ago. Today, Polaroid has a comprehensive yet uncluttered lineup of – if you ask me – desirable products.

If you stop and think about it, our lives are built by moments: moments that can change your life, and everyday moments that create your life. [...] We exist to help you see those moments, to pause them, and to relive them in something you can hold in your hand and turn to forever. – Polaroid

It is interesting to see that people seem to miss the spontaneous capturing of special moments and, in a fast-moving world in which everything is being optimized, many appreciate the deceleration and imperfection that comes with instant photography.

Authentic Moments – also Throughout the Customer Journey

In a world of phone manufacturers bidding against each other with incredible camera specs and features, quite some people seem to appreciate the authenticity of an analog camera with physical output again. The brand is fully aware of this. One can clearly spot it in its unpolished touchpoints, which have an honest, human touch. I'll take you on my little customer journey, exploring my daughter's camera, so you'll see for yourself.

It starts with the unpacking experience. The camera comes in a box that is no bigger than needed and it simply shows various views of the product that is inside. Very "what-you-see-is-what-you-get". Taking out the camera, which reminds me of the first models back in the days, triggers some kind of feeling of relief; this simply is a desirable object without frills! Instead of trying to integrate shapes and smoothen surfaces, Polaroid has created a striking design by making each product element bolder – in terms of size, placement, color or contrast. The selected finish, the attention to detail, and the memories of its predecessor make it a product that everyone can feel comfortable with immediately.

At the bottom of the camera, a surprising quote by the founder ("An essential aspect of creativity is not being afraid to fail") takes away some hesitations one might have with each shot being irreversible. Another encouragement can be spotted on the cassette covers, each having its own text, referring to the exciting scenes that might end up on the photo paper inside.

Last but not least, on my search for instructions for inserting a film cartridge, I found a hilarious video on Polaroid's website. In an authentic way, users Peter and Heinz help the viewer to enter the films. With their German accents and somewhat clumsy performance, they steal the show.

The photo-taking experience itself has been left untouched; one feels and hears the photo sliding out of the device, after which the excitement about waiting for the result – which is actually new to the younger ones amongst us – starts.

All-in-all, I can say that the brand's new owner has done a perfect job in understanding and enhancing its magic. Polaroid, great to have you back.

Check Out the Polaroid Website