Translating Value Between Digital and Physical Experiences
What are the social and cultural value of physical stamps? Might they be preserved in an era of digitization and optimization?
June - July ‘21
India
Sagar K.
Shivani D.
Subhashree B.
These designers began their project by looking around their immediate surroundings, and found valuable insights right away.
In this case, the team identified old letters and postcards in their home as the source of those insights.
This action also secured them access to the people who can unpack those insights with them.
Insight 1
Old letters are worth saving
One person in the household knows the place where she kept the letters all these years. When asked her she quickly found them and brought them out.
She keeps all her envelopes inside a polyethylene bag. When asked her why she keeps her letters like this, she replied they will be safe.
Insight 2
Messages from the government are evident
“50th Anniversary of India’s National Independence”
The envelope was used a source of political communication
Insight 3
Customers maintain a backstock for future use
It was interesting to notice that out of her all collection there is only a single used postal letter. The rest were unused which she kept for future use.
They still looks new and fresh.
Insight 4
Artifacts are preserved despite decay
Another member of the household keeps stamps and envelopes in a wooden almirah.
It took 5 mins to recall where he kept them. He searched all the shelves then he bring out his file where he keep all the documents.The condition of the stamps and envelopes are not very good.
Insight 5
At the cost of high emotional value, stamps are going digital
Stamp inventory is messy. There is a lack of proper arrangement to store stamps physically,
Stamps reflects money, and each damaged stamp is loss of money.
So they thought to move everything to digital.
The team unearthed a paradox…
While letter writers and receivers treasure their notes for years, service providers are burdened by the physical artifacts
…and a path forward
Storage methods provide insight into possible innovations for preserving cherished traditions.
Packaging, Collection & Exhibition Opportunities Already in Play
Post office workers used to archive stamps as a collection.
Post offices display limited edition and important stamps to the public.
Stamps still retain the form they take on while being printed, and are sold in bundles based on that form.
This paradox points to the challenge of combining service streams for fundamentally different service offerings.
Efficiency mailing produces high volume at a low transaction cost for postal workers.
Bespoke packaging and postage receipts in the form of decorative stamps are accessibly priced but require a high transaction cost for postal workers.
And both service streams are opportunities for public messaging that move about in high volume domestically and internationally.
