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

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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
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 and 10: the brands.
Page 11 and 12: METHOD ■ Established in 2000 ■
Page 13 and 14: the methods.
Page 15 and 16: 55 PARTICIPANTS METHOD 20 SEVENTH G
Page 17: PHOTO JOURNAL (Collier & Collier, 1
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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