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

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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
Page 1 and 2: IDENTITY BRANDING The Effect of Pac
Page 3 and 4: Buyers adopt products, not just as
Page 5 and 6: FRAMEWORK PRODUCTION OF IDENTITY (A
Page 7 and 8: the questions.
Page 9: the brands.
Page 13 and 14: the methods.
Page 15 and 16: 55 PARTICIPANTS METHOD 20 SEVENTH G
Page 17 and 18: PHOTO JOURNAL (Collier & Collier, 1
Page 19 and 20: 19 PARTICIPANTS ■ self-professed,
Page 21 and 22: 1 DIY PACKAGE DESIGN EXERCISE Parti
Page 23 and 24: the analysis.
Page 25 and 26: SORT & CLUSTER
Page 27 and 28: the findings.
Page 29 and 30: ■ the visual language used by bra
Page 31 and 32: fair trade practices ■ US company
Page 33 and 34: sleek ■ simple ■ color ■ grap
Page 35 and 36: PHYSICAL ATTRIBUTES Which physical
Page 37 and 38: BRAND IDENTITY How do packages comm
Page 39 and 40: CONSUMER IDENTITY How do packages r
Page 41 and 42: PROFILES What consumer and brand pr
Page 43 and 44: PROFILES TASK-ORIENTED ■ moderate
Page 45 and 46: PROFILES BRAND SNOB ■ high level
Page 47 and 48: GREEN WORKS
Page 49 and 50: SEVENTH GENERATION
Page 51 and 52: INSIGHTS BRAND CULTURES each brand
Page 53 and 54: INSIGHTS METHODS DIY opportunities
Page 55 and 56: REFLECTION RECOMMENDATIONS Collect

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

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