This concept uses QR codes on carbon labels, in-store terminals, a mobile app, and a website to educate consumers about the carbon footprints of products and encourage more sustainable shopping habits. Scanning QR codes provides information about each product's carbon impact and journey. In-store terminals use augmented reality to visualize impacts. The app and website allow consumers to track purchases and carbon savings. This gamifies sustainability while making complex information engaging and accessible. The goal is to positively influence consumer behavior through an educational and rewarding experience.

1. Introduction James Kirk
The Challenge The Solution
Influence consumer behavior in relation to buying more sustainable products and using products Sustainable development cannot be imposed on people.
in a more sustainable manner.
The key is to help people understand what sustainable development means, why it is a necessary,
Consumers can have a huge impact on sustainable development through their influence as and how they can help to achieve it.
purchasers. But they need help to make choices.
Rewarding consumers with a stimulating, engaging experience is one
Carbon labels are catching on in the UK. With companies including Coca-Cola, Cadbury of the most successful ways to interact and educate. Using new and exciting technology to do this
Schweppes, Scottish & Newcastle and Aggregate Industries agreeing to measure the carbon adds another layer of interest.
content of a vast range
of products. My solution uses a combination of mobile application, augmented reality, social media and
advertising to help educate consumer’s shopping habits.
But is putting a label on a product the best way to tackle the issue?
Research has shown that there is a very low engagement with food labels for habitual purchases.
A recent survey by Boots found that just 28% of shoppers knew that
a carbon label related to climate change. Almost half confused the label with fair trade. However,
most thought it was important to show the amount of carbon emitted during the item’s
production.
It is not surprising that most of us do not understand the labels. The meaning of a label with a
footprint and a figure of “75g” is not immediately obvious. If shoppers do recognise the figure as
a measurement of the total CO2 emitted in the production and processing of a product they still
have
to work out whether this figure is high or low.
Communicating numerical values on their own may not be the best approach because most
consumers find it difficult to make sense of grams of carbon relative to their lifestyle emissions.

2. Concept James Kirk
My concept is Eco-Scan. This initiative could be funded by the Government and supported Tesco is the grocery market leader in the UK. Since their launch in April 2008, Tesco have
by the Carbon Trust, an independent company set up by the government in response to the added carbon footprint labels to 114 of their own brand products. with a plan to increase this
threat of climate change. number to 70,000.
EC
For the purpose of this project I have chosen to use Tesco as an example. However, I feel
confident this concept could be applied to a variety of retailers.
SCAN

3. QR Label James Kirk
My concept would involve adding QR code onto the carbon label of products.
These codes can be read with the cameras on smart phones and can hold a huge
amount of information about a product.
Using a QR code provides the opportunity to give the consumer more information
by taking up less space. Their small size means they are a relatively unobtrusive
mark on the packaging.

4. In-store Terminal James Kirk
The best place to influence a consumer is at the point of sale.
Tesco fresh orange juice 1LTR Carbon footprints are calculated from five stages of the product’s life.
CARBON FOOTPRINT - 360g
The concept would use in-store terminals that are able to scan the QR codes on the product’s It became clear after research that it is vital to educate people about all
A carbon footprint is canculated from 5 stages.
packaging. Once the code has been scanned the user would be able to interact with the terminal. Select a stage to find out more. of these and not just focus on the ‘food miles’ stage.
This would offer an engaging way to educate the consumer about the products they are buying. raw product distribution consumer disposal
From here the consumer would be able to find out more information
materials manufacturing & retail use & recycling
The incentive of trying out this new technology would appeal to a wide audience. I have deliberately about each stage of the scanned product’s carbon footprint.
kept the interface as simple as possible to reinforce the user friendly aspect of the system. Some of these may include further opportunities to use the augmented
reality function of the system. For example, the ‘product manufacturing’
stage may contain a visual representation of the methods used.
Main Start
menu again
Tesco fresh orange juice 1LTR Tesco fresh orange juice 1LTR
CARBON FOOTPRINT - 360g CARBON FOOTPRINT - 360g
What would you like to see? Food miles covered 127,
Hold your hand over one of the red circles
until it flashes to make a selection.
See this What is a Compare
products carbon carbon
journey footprint? footprints
Start
again
Main
menu
Start
again By holding the code on the packaging up to the terminal, the user would be able
to see the journey that the product has taken. This would be represented
by an augmented reality map with the path marked on it. The user would be able
to watch the carbon footprint increase as the product covers a greater distance.
Tesco fresh orange juice 1LTR
CARBON FOOTPRINT - 360g
The system would use a series of icons to depict the transport used. If the product
Select a shape to see its carbon footprint.
had traveled a shorter distance (within Europe), a zoomed in map could be used.
This type of technology was used recently in this Lego campaign, by holding
the box up to the screen, it allows you to see what the set would be like assembled.
Many parents take their children with them when shopping, I think this function
would appeal to them in particular and be a great way to get them involved
Main Main Main Main Main Main Main Main Main Main
with the campaign.
menu menu menu menu menu menu menu menu menu menu
From the research I collected, a problem that became clear was that people
0 1 2 3 4
Start
didn’t understand the value of carbon. By giving them a clear way to compare
To make a selection the user would hold their had
again
the carbon footprint of other things, It would help them to gain a better understanding
over one of the red circles until it turned blue.
of the true value of carbon.
Doing this gradually over four seconds would help
to eliminate any mistakes when making a selection.
By selecting a shape, they would be able to see that item’s carbon footprint,
for example:
Large Car - 9 tons of carbon emissions per year
Pig (1 ton of pork) - 11 tons of carbon emissions per year

5. App Point the camera at the Eco-scan logo.
James Kirk
The Eco-Scan app would allow users to scan the QR codes on the carbon labels. By doing
Tesco Pure Orange Juice (1ltr)
this they are able to log all of the carbon efficient items that they are buying and learn more
about these products. Carbon points: 5
This will also give the opportunity to collect Carbon points. Each carbon labeled product would
carry a carbon point value that when bought, could be transferred into Clubcard points.
Carbon foortprint of item: 250g
National average of item: 480g
Total carbon saving: 230g
ADD TO BASKET
CANCEL ITEM
BACK
VIEW TOTALS This is a visual representation of a carbon
footprint. The red area represents the carbon
Total number of items: 13
Total carbon points: 27 footprint of the item. By measuring this against
the national average for a similar item, a carbon
saving could be calculated. This information
could be easily gathered by a 3rd party, for
example the Carbon Trust.
VIEW CURRENT SHOP
Giving the consumer a visual representation
MAIN MENU
makes the information more digestible. They are
Total carbon foortprint of all items: 2950g able to compare products easily with information
EC
Scan new item Total carbon saving*: 4780g
that is accessible and understandable.
View totals *measured against the nation average of similar items
SCAN
BACK
View current shop
VIEW ALL ITEMS Tesco Pure Orange Juice (1ltr)
Start new shop
View all items Tesco Pure Orange Juice (1ltr) Carbon points: 5
Tesco Non-Biological Liquid Wash
Scan receipt 100W Pearl Lightbulb
BACK King Edwards (2.5 kg)
Organic Baby New (750 g)
When a receipt is scanned Tesco Non-Biological LiquidCapsules
it will give the user a code 60W Spotlight
Carbon foortprint of item: 250g
that is saved to the phone National average of item: 480g
Tesco 100% Pure Squeezed
as a text message. Orange Juice Total carbon saving: 230g
REMOVE FROM ITEMS
This code is then entered BACK BACK
into the website to update
profile information and
carbon points total.

6. Website James Kirk
The website would offer a way for consumers to interact with the campaign in their homes. this is Once the user has logged their carbon points using By using a webcam, the user would be able
often a reflective environment when people may be more open to finding out more information the code created by scanning the till receipt, they to see augmented reality maps in the same
about carbon footprints. By creating a profile, it would also allow them to log the shops they have would be able to spend them in the same way as way as the shop terminal.
collected using the Eco-Scan app, and to keep a detailed record of their shopping history. Clubcard points. A link would connect them with
the correct page on the Tesco website.
An important part of the campaign is to offer
the user a digestible way to summarise their Main EC Back Main EC Back
menu
SCAN menu
SCAN
totals. The information could then be shared View totals Scan item
via email or Facebook. This would help the Total shops logged: 8 Spend Tesco fresh orange juice 1LTR
campaign to grow and encourage others Total number of items scanned : 13 carbon
points
CARBON FOOTPRINT - 360g
Total carbon points: 27
to become involved. Food miles covered 127,
Share
Total carbon foortprint of all items: 2950g
Total carbon saving*: 4780g
*measured against the nation average of similar items
EC EC EC
EC
Main Back Back
menu
SCAN SCAN Back SCAN
View shopping history My profile SCAN Find out more
Home
View last 10 View all
shops shops
How is a
What is a What are
Upload View View latest carbon
carbon carbon points?
shop totals shop footprint
footprint?
Total corbon saving
canculated?
Scan Find out
My profile item more
View View all Compare How to reduce Useful
carbon
23/11/11
01/10/11
19/11/11
shopping
04/04/11
22/06/11
18/02/11
23/09/11
02/03/11
18/05/11
your carbon
03/01/11
scanned links
history footprints footprint
items
By giving the consumer easy to follow, visual
representations of their shopping history, it may
Main EC Back
Menu
SCAN
encourage them to improve their shopping trends. View all scanned items
Item
carbon footprint
carbon points
amount purchased
total carbon saving
total carbon points from item
View top
carbon saving Filter
My profile My profile
item
Tesco Pure Orange Juice (1ltr) 250g 25 2 2500g 22
Tesco Non-Biological Liquid Wash 375g 37 3 3750g 35
100W Pearl Lightbulb 120g 12 1 1200g 15
King Edwards (2.5 kg) 490g 49 4 4900g 42
Organic Baby New (750 g)
Tesco Non-Biological LiquidCapsules
300g 30
43
3
4
3000g 34
47
On Off
430g 4300g
60W Spotlight 290g 29 2 2900g 28
Tesco 100% Pure Squeezed
Orange Juice
570g 57 5 5700g 51
I have consciously kept the navigation of the site
very simplistic to ensure that it could be used by
the widest possible range of consumers.

7. Facebook James Kirk
A Facebook application would be set up allowing the user to share the information they have To add a fun element to the campaign, users would be able to create a ‘carbon face-print’
logged via the website. Connecting the campaign to social media would help to increase by overlaying a picture of thier face onto the visual representation of their carbon foot-print.
the reachable audience.
By being able to personalise this element of the campaign, it may encourage the users
Sharing information about your carbon savings would start rivalry between friends about to share the information with their friends.
who has the better carbon footprint, and in turn would increase interest in the subject.
The page would contain information about the campaign and links to relevant websites.

8. Summary James Kirk
Consumer Benefits Retailer Benefits
The opportunity to become more environmentally conscious through the purchases they make. The chance for a retailer to position itself as serious about tackling climate change.
The chance to educate themselves in a subject they may not have much understanding of. Create added appeal to customers that care about saving the planet.
The chance to interact with exciting new technology. Build consumer trust for the retailer.
The opportunity to earn points that are redeemable against future purchases. A chance to let consumers know that they are at the cutting edge of technology.
A chance to share the information they are collecting with others. The opportunity to reward customers for making environmentally influenced purchases.
A simple and engaging format that would appeal to vast range of consumers. The opportunity for retailers to asses the energy savings that could be made within its supply chain.
The ‘feel good’ factor of knowing they are doing their bit in relation to tackling climate change. Increased purchases of own brands that carry the Eco-Scan label.
This project has given me the opportunity to explore a subject that I previously had very little
knowledge of. I can honestly say that it has changed my own personal opinions on the subject, and
I will be much more conscious of carbon footprints when considering the products that I purchase.
As well as sustainable development, this project has allowed me to explore the subject of how
people can interact with product packaging. With the use of digital technology and interactive
design, the possibilities are endless and opportunities are fascinating.