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

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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.
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 and 52: INSIGHTS BRAND CULTURES each brand
Page 53: INSIGHTS METHODS DIY opportunities
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The Effect of Packaging Design for Eco-Conscious ... - Tate Ragland

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