Whitley Mike :: Sustainable Symbology, MCAD Spring 2018
1. R E D E S I G N I N G C E R T I F I C A T I O N S
S U S T A I N A B L E S Y M B O L O G Y
Whitley Mike
MINNEAPOLIS COLLEGE of ART & DESIGN SD 6500 FUNDAMENTALS of SUSTAINABLE DESIGN FINAL PROJECT, MAY 1ST
2018
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INTRODUCTION
I N T R O D U C T I O N
With so many labels, certifications and terminology shopping sustainably isn't always
made as clear as it could be. With so many companies now vying for the label reading,
product analyzing conscious consumer, businesses rely on one form of communication
to entice the consumer: certifications. This project seeks to understand what consumers
want to shop in a product, the create a visual system to provide the information on
packaging that they need.
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The P R O B L E M
pages 4-6 pages 8-10
R E C O M M E N D A T I O N S
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pages 12-18
S E V E N S Y M B O L S
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pages xx-xx
C O N C L U S I O N
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INTRODUCTION
W H A T Y O U W I L L S E E H E R E T O D A Y
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T H E D E S I G N P R O B L E M
Badges, labels and claims have begun to populate packaging on shelves everywhere, giving
sustainable and ethical leverage to products. As a communication tool it’s a small but mighty
stamp of approval that immediately differentiates one physical good from the other.
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THE DESIGN PROBLEM
LABELS, CERTIFICATIONS AND BADGES....OH MY!
T O O M A N Y L A B E L S ,
T O O L I T T L E C L A R I T Y
The overall sustainability challenge is that
conscious consumers are now being
overloaded with visual information when
shopping. Wanting to make the right
choice often leads the consumer to leaning
on a product label that though they think
is the right, when in fact in might be simply
a clever icon design created to persuade
them.
To help the conscious consumer use their
capital to fund the right businesses a new
certification system could be created to
promote only the best, most sustainable
brands, projects and product.
Images from : http://thegreenhome.co.uk/home-gardening/green-products/why-do-we-need-eco-labels/
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THE DESIGN PROBLEM
HOW LABELS IMPACT THE MARKET & CONSUMPTION
C E R T I F I C AT I O N S +
C O N S U M E R I S M
Certifications are a powerful tool to
promote a product but with so many
brands and businesses using a variety
of different labels within the shopping
experience can lead conscious consumers
to make inaccurate choices. Additionally a
lot of labels can be misleading, showcasing
a positive aspect of their product but also
minimizing a not so great aspect of the
product. Greenwashing also creeps in
with labels and claims being used liberally,
further compromising the certification
system aimed at promoted sustainable
practices.
Images from : http://thegreenhome.co.uk/home-gardening/green-products/why-do-we-need-eco-labels/
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R E C O M M E N D A T I O N S
Certifications are a powerful tool to promote a product but with so many brands and businesses using
a variety of different labels within the shopping experience can lead conscious consumers to make
inaccurate choices. Additionally a lot of labels can be misleading, showcasing a positive aspect of their
product but also minimizing a not so great aspect of the product. Greenwashing also creeps in with
labels and claims being used liberally, further compromising the certification system aimed at promoted
sustainable practices.
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RECOMMENDATIONS
RECOMMENDATION #1 : ESTABLISH A GLOBAL CERTIFICATION AUTHORITY
W O R K I N G W I T H B L A B
The first sustainable recommendation
would be to create a certification authority.
The current system allows for a third
party, many of which are established and
credible, to create their own system of
providing certification. As an example
USDA Organic certification was developed
through the United States Department of
Agriculture, but because it is a governing
institution a variety of foreign trade
products have questionable origins that
the government does not have authority
to verify7. Having a global certification
authority could cross boarders to ensure
sustainable efforts are genuine.
A suggestion for a certification authority
would be the global, non-profit organization
B Lab.
Images from : http://thegreenhome.co.uk/home-gardening/green-products/why-do-we-need-eco-labels/
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RECOMMENDATIONS
RECOMMENDATION #2 : MINIMIZE THE AMOUNT OF CERTIFICATIONS
L E S S I S M O R E
Under the wing of the B Lab and in addition
to the B Corp certification badge, a second
recommendation would be to create a refined,
simpler set of sustainable certifications that work
as a set but can stand on their own, depending
on the certification the product requires. By
developing and establishing small set of visual
representations of sustainable efforts and benefits
on packaging conscious consumers can make
quicker, more educated choices at point of sale.
Checking for certifications has been habitualized
in shopping behaviors, a lot like checking the
price or an ingredient list on the packaging. By
treating labels as a symbology set consumers
can understand products positive impacts more
easily. Additionally consumers will be able to get a
broader range of certifications in a singular look.
Images from : http://thegreenhome.co.uk/home-gardening/green-products/why-do-we-need-eco-labels/
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RECOMMENDATIONS
RECOMMENDATION #3 :: CREATE SEVEN SYMBOLS OF SUSTAINABILITY
S I M P L F Y
The final recommendation would be to create
seven distinctive badges that represent the
most important aspects of sustainability that a
consumer can understand through a symbol.
Since nature evolves, so should the system,
changes as sustainability needs change.
Though seven symbols doesn’t capture all
the multitude of sustainable challenges our
would faces, it does represent the direct
impact a consumer can have on a sustainable
issue with their purchase. Instead of using
an overarching badge, a defined helps a
consumer directly understand what type
of sustainable issue their dollars are going
towards.
Images from : http://thegreenhome.co.uk/home-gardening/green-products/why-do-we-need-eco-labels/
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S E V E N S Y M B O L S O F S U S T A I N A B I L I T Y
Crafted to feel apart of the B Lab brand, the next seven symbols will act as certifications for the most
pressing issues in sustainable consumerism.
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C O N C L U S I O N
As the conscious consumer movement grows, the chances for sustainable business to thrive
increases. With the growing market there is ample opportunity for consumerism to create a
positive impact but consumers must be set up for success. By designing around consumer
shopping behaviors and creating a simple system to highlight sustainable aspects of a product
products that truly do good in the world can rise to the top.
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RECOMMENDATIONS
REDESIGN RETAIL, REDESIGN CONSUMERISM
The recommendations in this paper are
definitely challenges. Having all prominent
certifications under the authority of B
Lab seems like a farfetched goal in itself,
but it could be possible through mutually
beneficial collaboration. Additionally refining
a certification symbolism that would allow
for a product to use only seven badges
again seems like a huge task, and it is. But
all the hurdles and objections are being met
with a strong demand from the one voice
that matters, the conscious consumer. If the
customer demands it brands will follow suit.
In conclusion, to continue the strength of the
ethical, transparent and restorative movement
that inspires brands all over the world,
business must align with what consumers
care about most. By developing a simple,
more straightforward informational certification
system brands can connect shoppers directly
with sustainability.
Images from : http://thegreenhome.co.uk/home-gardening/green-products/why-do-we-need-eco-labels/
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