OUGD601 - Extended Essay and Practical - Project Statement

Project Statement

Within the essay ‘How can brands effectively encourage consumers to buy more sustainable products’, the wider issue of rising consumerism was explored and the negative effect this is having on the environment and world as a whole. Sustainable development was considered as a way of meeting the conflicting needs of business and the environment, through more sustainable services and products. Sustainable products were found to meet a range of consumer and business needs, whilst also being more environmentally friendly. Brands and marketing were considered to have both positive and negative effects on the consumption, but both were seen to be able and have the potential to be used responsibly to positively influence the uptake of sustainable consumption.  

For the project, branding and marketing a sustainable product would allow the application of the various marketing techniques that were looked at during the essay. LED light bulbs were a more sustainable and energy efficient product in comparison to other light bulbs, however there are myths around the product and the products slight increased price that can impact on consumers decision to buy LEDs despite being more cost effective in the long run.Marketing techniques considered in the essay were applied to the design to effectively promote the sustainable qualities of the product and encourage consumers to buy the product.   

   

Ottman (1998, pg 121) how it is important to tell consumers ‘how environmentally sound products help protect their health, save money, or keep their homes and communities safe and clean’ as this will create ‘a meaningful sale’ and encourage them to pay a little extra. This technique is used within the design as a way of getting consumers to see the benefits to themselves and the environment and encourage them to buy the product despite it being slightly more expensive than normal lightbulbs. The design highlights the energy saving quality of the product through ‘Save your energy’ and how this is reduces energy bills when it states ‘Lighten you bill’ which shows how it is more ‘cost effective’ for the consumer. Highlighting the reduced costs in the long run makes the consumer more likely to see the benefit in purchasing the product. Both the practical consumer benefit and environmental benefits are linked together allowing each to reinforce each other which is highlighted by Arnold (2009) who suggests ethical values are made more relevant when considered in relation to consumer orientated values, whilst Mackenzie (2013, pg 170) suggests ‘sustainability attributes need to be framed in a way that shows how they contribute to the overall benefit of the product’, which is achieved in the design by linking the products key energy saving feature with the consumer and environmental benefits.

Linking the consumer and environmental benefits with the products key feature allows the relationship between the three to be made clear, which educates the consumer about the environmental affects of the product. This was suggested by Ottman (1998) who said educating consumers about the environmental impacts of products is important to get them to buy products. Similarly, the use of the sky imagery allows consumers to visually understand the specific environmental benefit of the product and its effect in reducing pollution through reduced energy use, increasing their understanding.

McLennan (2004) suggests that society has begun to realise the consequences of their actions on the environment and people, with Ottman (1998) highlighting that green action is used as a way to reduce guilt and create control. The design is emotive through the use of ‘green our world’ which plays on consumer guilt for their effects on the environment and encourages them to take action to help the environment. This similarly reflects Ecover’s Cream Cleaner design which states ‘get nature on your side’ which places consumers alongside the planet helping them to align their actions with their beliefs by purchasing the product.

Arnold (2009, pg 86 – 87) suggests that most people respond to Visual or Kinaesthetic mindset (which are focussed on emotions and feeling) characteristics. The use of the words ‘your’ and ‘our’ are more personal and emotive, which the consumer will engage with. The design uses both imagery and text to appeal to visual mindsets which most people fall into. Cloud imagery is used to create a bright, colourful and fresh design which links to the idea of the product leading to a reduction in energy and therefore pollution into the atmosphere. This use of bright imagery was influenced by Ottman (1998, pg 119) who suggested environmentalism is visual, which should be played upon with large and bright imagery, ‘which will strengthen the upbeat emotional appeal of environmental advertising’.

‘Green our world’ was used to suggest the environmental benefits of the product and make it more credible because Arnold (2009, pg 169 – 172) suggested that ‘green’ was easily understood because most people are visually minded, with “green’ on packaging being more credible than seeing it on an ad’ (Arnold 2009, pg 166).

The imagery and words in the outcome are well suited in creating a positive, bright and upbeat design which people are more likely to be motivated to purchase, as Ottman (1998, pg 118) highlights that positive environmental messages are important for marketing to be successful, whilst a ‘back to basics’ approach can have a negative impact, as consumer ‘are not willing to reverse their hard-won struggle to ‘have’ for a future characterized by ‘have not’.

The design avoids the use of imagery normally associated with sustainability in LED packaging such as leaves and the colour green as this has little relevance to the specific environmental effect the product has on reducing pollution into the atmosphere through energy saving, instead the cloud imagery makes more of a direct link to the product’s environmental qualities, whilst the use of blue complements the imagery. This idea links to Arnold (2009, pg 93) who highlighted how it was important to ‘avoid clichés’ within imagery, as the consumer will know they are disingenuous.

Both the logotype and packaging design avoid the use of classic colours associated with traditional ‘green’ design to create a more original looking outcome. Green is used subtly with the logotype however is not predominant within the design, whilst the packaging colour palette aims to complement the imagery but still reflects the environment through mimicking colours from the sky. The design considered Ecover’s decision to move away from the traditional ‘green’ aesthetic, instead they ‘opted for bolder colours to eliminate the daft image of olive green and terracotta red and traditional eco signifiers’ and used bright Pantone colours for the logo (Asselberg quoted in Cranmer and Zappaterra 2003, pg 50).

The outcome uses bold and clear messages to create the impression of the product talking to the consumer, which are enhanced through the use of hierarchy and all capitalised text. The inclusion of both consumer and environmental benefits, which are represented in the same way within the messaging places equal weight on each benefit. This use of messaging within the design reflects Sawyer (1993 cited in Ottman 1998, pg 119), who suggests that sustainable messages need to be clear and bold as people have environmental concerns and ‘will become more involved with your advertising if their attention is captured by a headline and copy that loudly bespeaks a strong commitment’. The short and direct messages make each benefit clear in the design, which Ottman (1998) highlights that being explicit rather than vague in messaging is also needed.

Ottman (1998, pg 42) suggests that differences in performance of environmental products, compared to conventional products, can lead to consumers considering green products as inferior in quality. The design actively tries to dispel negative preconceptions / myths about LED light bulbs, which includes the ideas about the product being expensive and that LEDs are not bright enough or that bulbs shine with a very white light. ‘Lighten your bill’ outlines how the product is cost effective in terms of energy savings in the long run, showing how it is value for money and suggests the slightly higher outlay is worth it. The bright glow in the image creates a sense of the bulb being bright and natural which counteracts the preconception that LEDs are not bright enough or that bulbs shine with a very white light.

Blythe (1997) suggests that the needs of segments are different, which means they react differently to types of advertising, therefore segments are targeted individually. The design aims to appeal to a few types of green consumers through the use of messaging and imagery. Ottman (1998) highlights how True – Blues need to be told how they can help and should be rewarded for doing so. Ottman (1998) highlights that ‘Grousers’ need sustainable engagement to be simple and economical, whilst ‘Sprouts’ occasionally take part in small environmental activities, but are unlikely to spend more on green products, whilst individuals with lower incomes can ‘lack the resource to invest sustainably’ (OECD 2008, pg 46), so the design clearly states the money saving opportunities of purchasing the product as a way of getting these consumers to buy the product. Highlighting this factor also appeals to True – Blues who need to be told how they can help and should be rewarded for doing so (Ottman 1998), with the product highlighting the long-term money saving effects which is a continual reward.

Bibliography

Arnold, C (2009) Ethical marketing and the new consumer. Chichester: John Wiley & Sons

Blythe, J (1997) The essence of consumer behaviour. London: Pearson Higher Education

Cranmer, J and Zappaterra, Y. (2003) Conscientious objectives: designing for an ethical message. Hove, Sussex: Rotovision

Mackenzie, D (2013) ‘Design, Sustainability and Marketing’ in Walker, S and Giard, J (2013) The handbook of design for sustainability. London: Bloomsbury Academic, pp. 168 – 181

McLennan, J (2004) The philosophy of sustainable design. Bainbridge: Ecotone Publishing