The Effect of Packaging Design for Eco-Conscious ... - Tate Ragland

IDENTITY
BRANDING
The Effect of Packaging Design
for Eco-Conscious Cleaning Products
on Consumer Self-Expression
and Brand Identity
Tate
Ragland

the premise.

Buyers adopt products,
not just as consumer choices,
but as conscious expressions
of their identities.
-Rob Walker (2008)

Buyers adopt products and brands,
not just as consumer choices,
but as conscious and unconscious
expressions of their identities.

FRAMEWORK
PRODUCTION OF IDENTITY
(Aaker, 1996)
BRAND IDENTITY
position
execute
track
value
propositions
image
organizational
associations
physical
cognitive
PACKAGE DESIGN
emotional
social
performing
displaying
creating
incorporate
appropriate
consume
CONSUMER IDENTITY
(Saren, 2007)

SIGNIFICANCE
RECENT GROWTH
• brands face increasing competition
• greater need for understanding consumers
• consumers’ decisions increasingly complicated
32%
eco-friendly
personal care
items
organic
meat
eco-friendly
household
cleaners
(Meyers, 2008)
organic
supplements
eco-friendly
fibers and
apparel

the questions.

What consumer and
brand profiles can be
developed from this
investigation
How do packages reflect
intangible attributes of
consumer identity
How do packages
communicate intangible
attributes of brand identity
to consumers
Which physical elements of
packaging have the most
impact on brand and
consumer identity
What are the roles of brand and consumer
value propositions in the production of a
visual language to communicate identity

the brands.

GREEN WORKS
■ Established in 2008
■ Subsidiary brand of Clorox
BRAND STATEMENT:
We learned there was a great deal of interest in natural
cleaning products but that there were four big issues in the way:
1 When people tried natural cleaners, they were often
disappointed – they found natural cleaners didn’t work as well as
conventional cleaners;
2 Worse, natural cleaners were expensive, sometimes with
a price premium of 100 percent compared to regular cleaners;
3 On top of that, natural cleaners were hard find, available mostly
in specialty stores or perhaps online;
4 And people weren’t sure about all of the new brands they were
seeing. Could they trust them

METHOD
■ Established in 2000
■ Efficacy, Safety, Environment,
Design, Fragrance
BRAND STATEMENT:
At Method, we call ourselves “people against dirty.” Method isn’t
only about cleaning up your home or your body; it’s about cleaning
up the way we clean.
things we’re for:
* cleans on contact
* derived from plants
* biodegradable
* fresh lavender
* bare hands
* recyclable packaging
* pro-clean
things we’re against:
* kills on contact
* derived from chemical plants
* biohazard
* fake pine
* rubber gloves
* reckless packaging
* anti-bacterial

SEVENTH
GENERATION
■ Established in 1989
■ Self-described “socially
responsible” company
BRAND STATEMENT:
Seventh Generation is committed to becoming the world’s most
trusted brand of authentic, safe, and environmentally-responsible
products for a healthy home. For 20 years, the closely held
Burlington, Vermont-based company has been at the forefront of
a cultural change in consumer behavior and business ethics.
Seventh Generation is a business that operates according to a new
and different set of principles and values that in many ways are a
marked departure from those long considered “traditional.”

the methods.

ONLINE
QUESTIONNAIRE
(Robson, 2002; O'Leary, 2004)

55 PARTICIPANTS
METHOD
20 SEVENTH
GREEN
WORKS
19
GENERATION
16
■ questionnaire administered
on www.SurveyMonkey.com
■ participants solicited from
online postings on each
brand’s website
■ respondents were familiar with
the brands and their packaging
■ data collected over two weeks
in late January 2009

GreenWorks
1. General Consumption Practices:
*
*
*
Thank you for agreeing to participate in this study. This questionnaire is
divided into 4 pages -- general consumption practices, package-specific
questions, brand-specific questions, and self-expression questions.
*
1. How often do you shop for household cleaning products
*
Daily Weekly Bi-Weekly Monthly Quarterly Yearly
Frequency • • • • • •
2. Where (what specific stores, websites, etc.) do you typically shop for these products
1
2
3
*
3. What brand(s) of household cleaning supplies do you typically purchase Why
*
4. Do you participate in any activities that you consider to be socially responsible If so, what are
they (i.e. recycling, volunteering, etc.)
5. Would you say that the cleaning products you purchase are a reflection of you and your values
or are they simply a means to an end
represent me are a means to an end
My Products: • •
6. How would you rate your interest in sustainable or "eco-conscious" products and practices in
general
1 Least
Interested
2 3 4 5 Most Interested
Level of Interest • • • • •
7. When shopping for household cleaning products, which factors do your actively consider when
deciding what to purchase
•
•
•
•
•
•
Brand
Price
Functionality
Past Experience With the Product
Package Design
Product Familiarity
GreenWorks
*
*
GreenWorks
28. What do you think the products that you currently purchase say about your
personality/values/lifestyle
*
29. What would you like them to say
30. Do you get satisfaction from purchasing brands that have values similar to your own
*
Page 1
31. How much background research do you do about the products or brands that you buy
*
32. When purchasing products, do you tend to rely on information presented by the brand itself or
on third-party reviews/information
*
From the Brand Neither From Other Sources
Source of Info: • • •
33. Would you prefer a brand with a strong aesthetic appeal or a brand that upholds values similar
to your own
*
Strong Aesthetic Appeal Neither Similar Values
Would you prefer: • • •
34. What words would you use to describe your “Top 3” concerns when purchasing household
cleaners
1
2
3
35. What would you consider to be your “Top 3” concerns with the world today
1
2
3
36. What do you think is your role in the sustainability movement
Page 3
36 QUESTIONS
■ consumption practices
■ package design
■ brand perceptions
■ consumer self-expression
■ demographics (optional)
Page 6

PHOTO
JOURNAL
(Collier & Collier, 1986)

Age:__________________________Gender:_______________________
10
5
5
20 PROMPTS
“items that represent your
commitment to sustainable
lifestyle practices”
“cleaning products currently
in your home”
“branded packages that
represent your identity in
some way”
CAMERA EXERCISE
For this exercise you will be asked to shoot 20 images based on the prompts below. Use this sheet
as a notepad for the images you take. For each section please write down a short description of the
corresponding image. When you are nished, please email your images to tate@asu.edu and either
return this form to CDN66 or email it along with the pictures.
5 Exposures:
If you have any questions, please contact Tate Ragland at tate@asu.edu.
10 Exposures: Shoot ten frames of things in your home that represent some aspect of your
sustainable lifestyle. Please also indicate how your possession of this item makes
you feel. (i.e. objects that have been recycled, reused, or repurposed, etc.)
NOTE: Your responses
will remain anonymous.
However, please be
conscious of what you
are photographing and
ensure and that you do
not inadvertently capture
con dential material that
you do not want to share
with the researcher.
compact uorescent light bulbs
Please shoot 5 images of branded packages that you feel represent your
personality or values in some way. For example, you might photograph a bottle of
Coke because you feel that the Coke brand is re ective of your personal values,
beliefs, or life experiences in some way. For each image, please identify the brand
name, a description of the product, and a brief explanation for why you selected
each product.
all-purpose cleaner Method
Example _____________________________________________________BRAND______________
the bottle is simple, and Method is eco friendly
Example _________________________________________________________________________
Why_____________________________________________________________________________
Frame 1__________________________________________________________________________
Frame 2__________________________________________________________________________
Frame 3__________________________________________________________________________
Frame 4__________________________________________________________________________
Frame 5__________________________________________________________________________
Frame 6__________________________________________________________________________
Frame 7__________________________________________________________________________
Frame 8__________________________________________________________________________
Frame 9__________________________________________________________________________
Frame 10_________________________________________________________________________
How does your ownership of these items make you feel
Frame 16_____________________________________________________BRAND______________
Why_____________________________________________________________________________
Frame 17_____________________________________________________BRAND______________
Why_____________________________________________________________________________
Frame 18_____________________________________________________BRAND______________
Why_____________________________________________________________________________
Frame 19_____________________________________________________BRAND______________
Why_____________________________________________________________________________
Frame 20_____________________________________________________BRAND______________
_________________________________________________________________________________
Why_____________________________________________________________________________
5 Exposures: Shoot ve frames of any cleaning agents you have in your home right now.
(i.e. dishwashing liquid, soap, detergent, etc.)
Include a short description and brand name for each.
Frame 11______________________________________________________BRAND_____________
Frame 12______________________________________________________BRAND_____________
Frame 13______________________________________________________BRAND_____________
Frame 14______________________________________________________BRAND_____________
Additional Info: How would you rate your level of interest in eco-conscious cleaning products
(1 - least interested, 5 - most interested)
Frame 15______________________________________________________BRAND_____________
1 2 3 4 5
How would you rate your level of concern for the environment
(1 - not concerned, 5 - very concerned)
1 2 3 4 5

19 PARTICIPANTS
■ self-professed, eco-conscious
consumers with an interest
in sustainable lifestyle practices
■ ASU graduate student listserv
■ message boards at local
organic grocery stores

DIY
PACKAGE DESIGN
(Sanders, 2000)

1
DIY
PACKAGE DESIGN EXERCISE
Participant Number...................................................
PACKAGE DESIGN KIT
■ 3 shape templates
2
DIY
PACKAGE DESIGN EXERCISE
Participant Number...................................................
■ 4 font styles
TATE RAGLAND / Design Researcher / Arizona State University
TATE RAGLAND / Design Researcher / Arizona State University
3
For Researcher Use ONLY
Date..............................................................................................
Comments ..............................................................................
........................................................................................................
........................................................................................................
........................................................................................................
TATE RAGLAND / Design Researcher / Arizona State University
DIY
For Researcher Use ONLY
Date..............................................................................................
Comments ..............................................................................
........................................................................................................
........................................................................................................
........................................................................................................
PACKAGE DESIGN EXERCISE
Participant Number...................................................
For Researcher Use ONLY
Date..............................................................................................
Comments ..............................................................................
........................................................................................................
........................................................................................................
........................................................................................................
■ construction paper
■ markers
■ 50 images in five categories
-animals
-people
-nature
-lifestyle
-cleaning

11 PARTICIPANTS
■ recruited by “snowball” strategy
■ began with a core group of
individuals very involved in local
sustainability efforts
■ no formal design background
■ respondents were self-described
"eco-conscious" consumers

the analysis.

CODE

SORT &
CLUSTER

VISUALIZE

the findings.

VALUES
What are the roles of brand and
consumer value propositions in the
production of a visual language to
communicate identity
Frequency of Value Propositions Connecting
Packages and Consumer Identity:

■ the visual language used
by brands in their packaging
designs determines consumer
understanding of brand
value propositions
■ overlapping brand and
consumer values play a strong
role in the incorporation of
brands into consumer identity
PRODUCTION OF IDENTITY
(Aaker, 1996)
BRAND IDENTITY
value
propositions
image
organizational
associations
position
incorporate
execute
physical
cognitive
PACKAGE DESIGN
emotional
social
appropriate
track
consume
performing
displaying
creating
CONSUMER IDENTITY
(Saren, 2007)

■ the visual language used
by brands in their packaging
designs determines consumer
understanding of brand
value propositions
■ overlapping brand and
consumer values play a strong
role in the incorporation of
brands into consumer identity
PRODUCTION OF IDENTITY
(Aaker, 1996)
BRAND IDENTITY
value
propositions
image
organizational
associations
position
incorporate
execute
physical
cognitive
PACKAGE DESIGN
emotional
social
appropriate
track
consume
performing
displaying
creating
CONSUMER IDENTITY
(Saren, 2007)

fair trade practices ■
US company ■
ethical treatment of workers ■
local business ■
avoid animal testing ■
Brand Values Connection

nostalgic ■
happy ■
refreshed ■
responsible ■
proud ■
confident ■
Emotional Connection

sleek ■
simple ■
color ■
graphics ■
funky ■
classic ■
Form Connection

easy to grasp ■
efficient ■
effective ■
safe ■
Functional Connection

PHYSICAL
ATTRIBUTES
Which physical elements of packaging have the
most impact on brand and consumer identity
Green Works
Method
Seventh Generation

PRODUCTION OF IDENTITY
■ the attributes that reflect
brand promises:
simple, honest, natural
(Aaker, 1996)
BRAND IDENTITY
value
propositions
image
organizational
associations
position
execute
physical
cognitive
PACKAGE DESIGN
emotional
track
COLOR
FONT
SHAPE
SIMPLICITY
performing
displaying
creating
social
incorporate
appropriate
consume
CONSUMER IDENTITY
(Saren, 2007)

BRAND
IDENTITY
How do packages communicate
intangible attributes of brand identity
to consumers
Green Works
Method
Seventh Generation
Package Attributes That Communicate Brand Identity:

PRODUCTION OF IDENTITY
■ attributes are interpreted
by consumers and those
interpretations are
incorporated into the
overall brand identity
(Aaker, 1996)
BRAND IDENTITY
value
propositions
image
organizational
associations
position
execute
physical
cognitive
PACKAGE DESIGN
emotional
social
track
performing
displaying
creating
incorporate
appropriate
consume
CONSUMER IDENTITY
(Saren, 2007)

CONSUMER
IDENTITY
How do packages reflect intangible
attributes of consumer identity
overlapping attributes
of brand and
consumer identity...
Green Works
Method
Seventh Generation

PRODUCTION OF IDENTITY
■ aspects of consumer
identity are reflected in the
package attributes that
communicate overlapping
brand value propositions
(Aaker, 1996)
BRAND IDENTITY
value
propositions
image
organizational
associations
position
execute
physical
cognitive
PACKAGE DESIGN
emotional
social
track
performing
displaying
creating
incorporate
appropriate
consume
CONSUMER IDENTITY
(Saren, 2007)

PROFILES
What consumer and brand profiles can
be developed from this investigation

PROFILES
ROUTINE
■ high level of concern for
product function
■ generally low level of engagement
in eco-lifestyle practices
■ just want to get the job done
■ do not see products as a
reflection of their identity
■ see cleaners as
inconsequential purchases

PROFILES
TASK-ORIENTED
■ moderate level of concern for
product function and aesthetics
■ generally high level of engagement
in eco-lifestyle practices
■ have a strong concern for
value and safety
■ do moderate product research
■ tend to overlook or ignore
product aesthetics

PROFILES
DISCERNING
■ high level of concern for
product aesthetics
■ generally high level of engagement
in eco-lifestyle practices
■ research products
■ have a clear idea of what they want
■ see products as reflection
of their identity
■ take their purchases seriously

PROFILES
BRAND SNOB
■ high level of concern for
product aesthetics
■ generally low level of engagement
in eco-lifestyle practices
■ do little product research
■ will pay more for aesthetics
■ concerned with looks over function

PROFILES
BRANDS

GREEN WORKS

METHOD

SEVENTH
GENERATION

INSIGHTS
PACKAGES
simple product = simple design (attributes)
packages that appeal to specific "types" risk
alienating other consumers
consumers want to be responsible, but many
don't know how—packaging can educate
"Packages that have
an opaque bottle
make me a little
bit suspicious."
form attributes can send the wrong message,
and should be carefully considered

INSIGHTS
BRAND CULTURES
each brand culture has a unique relationship
with packaging and design
consumers expect brands to “walk the talk”
consumers have diverse opinions about the
importance of brands to their identity
"We're concerned
about what we
expose ourselves and
our children to."
brands need to understand consumers as
individual identities, not just as consumers
many eco-conscious consumers value human
safety over harm caused to the environment
brand ownership is beyond company control

INSIGHTS
FUTURE IMPLICATIONS
"People have
good intentions
about things that
are organic or
sustainable, but
most people don't
really know what
that means."
many shoppers consume eco-products in
order to fulfill their identity aspirations
consumers want to trust brands but are
skeptical—brands need to prove themselves
“eco” products mean different things to different
people—expanded community involvement is
needed to increase understanding
truly sustainable brands must move beyond
function to create enduring relationships

INSIGHTS
METHODS
DIY opportunities for variation:
■ larger sample size
■ more and/or different images
■ groups or pairs
■ design for an actual product
■ eliminate shape templates
■ interview throughout the process
Photo Journal areas for variation:
■ conduct in-person
■ use in combination with interviews
■ more even gender distribution
■ compare against non eco-consumers

WRAP UP
SIGNIFICANCE
this research...
provides evidence-based insights
into consumer/brand relationships
shines a light on the importance of packaging,
particularly for eco-conscious products
attempts to address larger issues of consumer
culture identity and consumption
develops and tests new and different methods
for brand research

REFLECTION
RECOMMENDATIONS
Collect data regarding consumer identity
in both direct and indirect ways (what
consumers say about themselves versus
how they present themselves).
Understand the individual challenges
of the brand/package from as many
different perspectives as possible.
Identities are constantly changing, be
prepared to work in an iterative cycle.
Be clear about what is meant by
“packaging” and “brand.”
Acknowledge the limitations of the
methods, but be willing to try new and
different approaches.

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