User and market research related to new houseplant owners.

1. (n.d.). Retrieved September 14, 2015.
The Struggles for New House Plant Owners
Nicole Chimienti

2. People begin gardening for many
reasons, and most new gardeners will
start with a house plant.
Thesis Statement.....................................................................................................1
Introduction.............................................................................................................2
Indoor Conditions
Light....................................................................................................................6
Water................................................................................................................10
Humidity............................................................................................................11
Temperature.....................................................................................................12
Interior Design.......................................................................................................13
Economic Trends...................................................................................................17
Demographic Trends............................................................................................18
Conclusions...........................................................................................................20
Bibliography...........................................................................................................21
Appendix A...........................................................................................................22
Table of Contents
However, without the knowledge to keep
these plants alive, many will become
discouraged.
Using a product to aid the practice of
healthy plant care can improve their
plants’ survival rate and encourage
future gardening endeavors.
1

3. “No point of growing herbs if
you’re not gunna eat them.”
“It’s turning yellow and I’m
not sure why. Maybe it’s not
getting enough light. Or it
needs a bigger pot?”
“My home isn’t oriented in an
easterly fashion, so there wasn’t
enough sun there for my plant,
so I moved it to my office.”
Introduction
Over 50% of the
global population live
in urban centers.15
Urbanization has lead to new psychological
stressors that are lessened in the presence
of nature.10
Gardening can satisfy needs for
tranquility, fascination, and socialization and
is a universal interest across socioeconomic
status, cultural background, income level, and
health condition. It is unique in such a way
that it can hold the participants attention in a
multitude of ways throughout the year.
32

4. 37.42% 27.49% 24.86% 20.64%
Roughly 1/3 of all plants
purchased die within
a few months of being
brought home...6
For these 7 reasons:12
Light conditions
Temperature
Water Quantity
Relative Humidity
Nutrition
Pests
Shock
The mean percent score of house plant knowledge is particularly
low to a beginning gardener.4
This can lead to frustration, a lack of
attention, and improper care given to the plant.
Knowledge
regarding house
plants
Knowledge about
arrangements of
plants
Knowledge on
selection of plants
and accessories
Knowledge on care
and maintenance
of house plants
54

5. Indoor Conditions
Lighting
N
E
S
W
Interchangea
ble conditions
Low Light:
25ft-c - 75ft-c
Medium Light:
75ft-c - 200ft-c
High Light:
200ft-c+, indirect
Sunny:
4hr +, direct
Warm temp.
Average temp.
Low temp.
Light is the most important factor for
a healthy plant.12
Measured in foot-
candles, lighting conditions can vary
by season, location, curtains, and even
wall color.
Eastern windows tend to give the most
consistent environment for a plant,
having high light conditions and a
relatively cool temperature.
Western and southern windows
have the most volatile of conditions,
however a southern window provides
the most light because the United
States is in the northern hemisphere
and receives the most sun from the
south.
Northern windows provide the coolest
temperatures and low light levels, so
most plants won’t do well here.
The winter sun enters
at a lower angle,
allowing plants to be
housed deeper in the
home and still receive
adequate sunlight.12
See appendix A for full angle chart for northern hemisphere.
13
Incandescent
Cool White
Daylight
Warm White
Natural White
Gro-Lux
Plant-Light
Plant-Gro
Wide Spectrum Gro-Lux
Cool White/ Incandescent
Daylight/ Natural
Daylight/ Warm White
Gro-Lux/ Wide Spectrum
Blue
Red
Yellow-Green
FarRed
76

6. 11.3.15
9:00 AM
11.2.15
1:30 PM
11.2.15
4:45 PM
N
11.2.15
9:00 AM
11.2.15
1:35 PM
11.2.15
4:45 PM
Indoor Conditions
Lighting Profiles
11.2.15
1:30PM
N
11.2.15
1:30 PM
N
11.7.15
12:00 PM
N
11.9.15
12:30 PM N
11.18.15
2:45 PM
98

7. Indoor Conditions
Water
Watering can
54.8% of users5
Bottom watering
17.3% of users5
Immersion watering
9.7% of users5
Indoor Conditions
Humidity
50%
40%
Medium levels of humidity creates a
“sweet spot” that plants are not losing
too much water to low humidity, but are
still able to give off enough to maintain
its health.12
However, most homes only
maintain a low relative humidity.
Groups of plants create a
micro environment with a
higher relative humidity.12
Spraying leaves can
very temporarily raise
humidity, but must be done
constantly.12
Double potting and keeping
a pool at the bottom of the
larger pot will keep the humidity
around that plant up.11
Using a pebble tray has
the same effect as double
potting, but utilizes a different
aesthetic.11
1110
Water is the most difficult variable to control, due
to the numerous factors that affect a plant’s thirst.
Conditions such as plant size, container volume, soil
moisture, and light intensity can all effect the rate
at which a plant owner needs to water their flora.12
Although most water from above with a watering
can, there are many other lesser known methods:11

8. Indoor Conditions
Temperature
86º
58º
If temperature levels
are too high while light
levels are too low, the
plant won’t produce
enough sugars.12
Raise light levels
and lower night time
temperatures to lower
respiration and encourage
photosynthesis.12
Considerations for
container choice1
1. Function
2. Location
3. Size
4. Drainage
5. Maintenance
Functions of a houseplant7
1. Relating spaces
2. Linking indoor and outdoor
spaces
3. Privacy and visual barriers
4. Defining boundaries in a
space
5. Provide supplemental form,
color, and texture
Houseplants in
Interior Design
1312

9. Non-Archetectural
Container Types
Pedestal Plants
Pedestals raise plants to
viewing level without having
to install hardware.14
Hanging baskets Window Boxes Flower pots Floor pots
Floor Plants
Use larger plants in the
middle of open concept
rooms to define the space.14
Tabletop Plants
Solo or grouped plants can
either make a statement or
a discrete centerpiece.14
Corner Plants
Putting statements
plants alone in a floor
pot can create a sense
of drama with its size.14
1514

10. 0
10
20
30
40
50
60
2006 2007 2008 2009 20102 011
Economic Trends
Millions($)SpentonHouseplants
2006 2007 2008 2009 2010 2011
60
50
40
“A palette that packs excitement
without losing livability”
-Better Homes and Garden There is an international trend in
indoor greenery, even going so
far as creating a new industry:
indoor landscaping.15
1716

11. Demographic Trends
Married Households
46%
Households without Children
67%
College Graduates
44%
Age 55+
41%
Fe
male Mal
e
SomeCollege
High
School College G
raduate
55+
45-54
35-44
18-34
F
emale
Male
Other
Married
S
ingle
FormerlyMarri
ed
1
2
3-4
5+
Fu
ll-Time
Pa
rt-Time
Retired
Stud
ent
Unemployed
$75,000+
$5
0-$74,999
$35-$49,999
Under$35,000
Other
Even though the 55 and over age
range are still the market spending
leaders, the 45 and under age range
is projected to outspend the over 55
age range as a group for the first
time.2
But for all age demographics,
there is a prevalent “do it for me”
attitude.
1918

12. Conclusions
User Personas
Senior
Middle
Aged
Young
Adult
Beginner
Intermediate
Expert
Male
Female
High Income
Medium
Income
Low
Income
Apartment
Renters
Home
Owners
Nomadic
Lifestyle
2120

13. Endnotes
1
(1952) The Portable Garden Menlo Park, Calif., Lane Pub. Co.
2
(2011) National Gardening Survey. Burlington, Vt. : Gardens for All.
3
2015 Color Palette of the Year. (n.d.). Retrieved December 5, 2015.
4
Asnani, B., & Dwivedi, S. (2007). Bioaestheticity and Functionality of Houseplants: Information Empowerment
of Urban Women. Journal of Human Ecology, 22.
5
Care houseplants | Tellwut.com. (n.d.). Retrieved November 11, 2015.
6
Ellen, R., & Komáromi, R. (2013). Social Exchange and Vegetative Propagation: An untold Story of British Potted
Plants (Respond to this article at http://www.therai.org.uk/at/debate). Anthropology Today, 29(1), 3-7. doi:10.1111/1467-
8322.12002.
7
Hart, Allan (1971) Information Sheet Landscape 41: Indoor Plants and Window Boxes. The Architects’ Journal
London, The Architectural Press.
8
Hobbs, T. (2004). The Jewel Box Garden. Portland: Timber Press.
9
Hunter, Margaret K.,Hunter, Edgar H.. (1978) The Indoor Garden: Design, Construction, and Furnishings New York:
Wiley.
10
Kaplan, Rachel. Kaplan, Stephen. (1989) The Experience of Nature: a Psychological Perspective Cambridge;
Cambridge University Press.
11
Minnich, Jerry. (1979) No Time for House Plants: a Busy Person’s Guide to Indoor Gardening Norman : University of
Oklahoma Press.
12
Pennisi, B. (2006, December 6). Growing Indoor Plants with Success (B 1318). Retrieved October 26, 2015.
13
Poincelot, Raymond P.. ([1974) Gardening Indoors with House Plants Emmaus, Pa., Rodale Press, Book Division.
14
Schrock, Denny. (Eds.) (2008) Complete Guide to Houseplants /Des Moines, Iowa: Meredith Books.
15
Talbot, A., & Vang, M. (n.d.). Rethink: The Way You Live.
16
Tilley, C. (2009). What Gardens Mean. In P. Vannini (Comp.), Material Culture and Technology in Everyday Life:
Ethnographic Approaches. New York: Peter Lang.
17
Wagner, G.E. (2002) Why Plants Have Meanings. Stepp, John R., Wyndham, Felice S.Zarger, Rebecca K. (Eds.)
Ethnobiology and Biocultural Diversity: Proceedings of the Seventh International Congress of Ethnobiology Athens, GA : International
Society of Ethnobiology.
2322

14. Appendix A
2524