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

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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
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 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: INSIGHTS BRAND CULTURES each brand
Page 55 and 56: REFLECTION RECOMMENDATIONS Collect

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

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