Research QUESTION:
‘To What Extent Does the Sustainability of Packaging Influence Consumer Choice?’
RATIONALE: To recognise the need for a compromise in packaging, through cutting down and using sustainable or reusable materials where possible
SELECT THEORIES: ‘Packaging is driven by the desire to promote brands and to make money, not by the desire to meet real human needs, or... to protect our environment’ Green Choices, 2000 ‘It might be healthier to consume less’ - Smart, 2010 ‘Social responsibility becomes more of a background quality that isn’t necessarily vigorously promoted’ Harrison, Newholm & Shaw, 2005
CASE STUDIES: - Who Gives A Crap - Package Free - Oh Little Rabbit
I chose to research the impact of sustainability of packaging on consumer choice because packaging design is a large part of my practice, yet I find it morally difficult to work in such a wasteful industry. Therefore, I wanted to recognise the need for a compromise in sustainable solutions to packaging which would fit with my design career, as well as help reduce waste. Throughout this module, my aim was to highlight and explore the key themes within sustainability of packaging, and how the design can impact on consumer choice. I therefore learnt about the variations of ideologies concerning packaging use, and contrasted these views to achieve a solution. This led me to identify single use plastic as a huge contributor to wasteful packaging. Through the research section, I was able to recognise the trends and demands of consumers, and responsively work towards an outcome which both satiates demand, and is environmentally-friendly. My intentions were to promote sustainable packaging solutions through effective design. I achieved this through utilising the theories from the extended report within my practical work, especially regarding colour. Also, through researching existing packaging, I was able to offer practical alternatives to single use packaging. Overall, I wanted to create something which didn’t compromise design to be eco-friendly, but balanced the two sides to create a desirable product.
MEGAN OJARI || LAUIL601 || CONTEXT OF PRACTICE || STUDIO BRIEF 2
Development
My practical outcomes are a set of four illustrations with varied applications, including: jars; bags; utensils; bottles and reusable food wraps. In order to make them attractive to consumers, the design and cost cutting aspects are valued just as much as their sustainability. I also kept a packaging waste drawing diary in order to highlight the amount of waste created, which in turn encouraged me to be more mindful of what I was using. My overall intention was to ensure consumers can have the beautiful items they desire, whilst having minimal impact on the environment. As often, the thought of needing to be completely waste free can deter people from making small changes. Therefore, I didn’t want to take away the amiability of attractive packaging, but simply make it more sustainable.
‘Consumers must... interact more intelligently with the world in which they live’ - Marsh & Bugusu 2007
MEGAN OJARI || LAUIL601 || CONTEXT OF PRACTICE || STUDIO BRIEF 2
Outcomes
MANIFESTO: This project has taught me that there doesn’t need to be a compromise on design of packaging to ensure sustainability. They can work together to promote one another, and help create a society which doesn’t have to compromise on their desires in order to be respectful of the environment. I will continue to work in this manner, through seeking to create design which compromises neither the design nor its sustainability, and therefore never forces the consumer to choose one or the other.
To always work with care, sensibility and purpose, striving towards creating a balance between beautiful and sustainable design.
MEGAN OJARI || LAUIL601 || CONTEXT OF PRACTICE || STUDIO BRIEF 2