By Vicky Lam
Reflection: original draft design proposition
I presented to my colleague and tutor of my draft design proposition, namely “Reduction in Australian livestock greenhouse gas emissions”, with a view to address to the issue of the need to reduce carbon emissions in the livestock industry, which is the second biggest emitter after the energy sector and its emission level is very close to transport sector in Australia, by the livestock farmers and the red meat/diary product consumers as they are the key stakeholders with respect to the emissions. To achieve this, I proposed to raise a campaign by means of a set of creative posters mainly through data-driven visualization to draw the awareness of the impact of climate change and livestock industry on each other and to appeal to the livestock farmers to adopt carbon farming and to the consumers to consume less red meat and dairy products and create less food waste as far as possible. Here below are some sketches of my design: –
One major feedback received is that posters per se are less engaging to viewers as passers-by and less effective for the target audience of young generation in the age range of 18 to 25. As a campaign, one of the suggestions is to make the message follow the stakeholders – in this case, the consumers including the young generations – such as by combining art and data to generate the eye-catching key messages on the issue with some forms of creative data-driven visualization as part of the information packaging or the infographic packaging for meat and dairy products in order to engage the viewers and try to encourage them to change their diets of consuming less red meat / dairy products (which may also good for health) and to reduce food waste.
Development: revised draft design proposition
After obtaining the feedback, I did further researches on the topic of information packaging / infographic packaging, and find this approach is feasible for putting infographics on the product packaging, and some relevant illustrative examples as sought on the internet are shown below: –
(Source: McMahon, T., Paper shopping bag, published 9 July 2012, Maclean’s, viewed 20 September 2016, <http://www.macleans.ca/society/life/is-local-food-bad-for-the-economy/ >)
(Source: Warriner G., Infographic milk packaging, Pinterest, viewed 20 September 2016, <https://au.pinterest.com/pin/471259548489189665/ >)
(Source: Kamal R., Fast food potato chip packaging, published 5 November 2013, viewed 20 September 2016, VISUALOOP, <http://visualoop.com/blog/15200/straight-to-the-point-with-infographics >)
Incorporating the art of infographics as part of the packaging design could creatively depict information and data visualization that people do not tend to engage with if presented in a traditional way of plain data or charts. If used properly and effectively, it is pretty good for information or storytelling, and could raise awareness of the issue and engage the consumers and promote a global passion for the need to change in response to the posed problem or issue.
So, I changed my design proposition as follows: –
“Save our Earth, Shape our diet, Less red meat”
Data-driven visualization in form of infographics as part of packaging design for meat products
The issue being addressed:
Livestock sector is the second greenhouse gas emitter in Australia after energy sector and its emission level is very close to transport sector, and red meat consumption per capita in Australia still ranks high in the world
Expected possible change to achieve:
Diet change of consuming less red meat (beef, veal and mutton) or more poultry meat / pork in lieu; and treasuring our food and reducing food waste
Design action to support the change:
By means of putting infographics on the front of the plastic packages as the visual system, for a set of four meat product packaging design (for cattle, mutton, pork and chicken meat) with short key words of different relevant messages and data-driven visualization, which may work alone or work in conjunction with similar relevant messages and data visualization printed on reusable shopping bags. Such messages and data visualizations relate to beef consumption, cattle/sheep populations and/or GHG emissions. The design would focus on data and let the data speak for itself as far as possible supplemented with some key words and possibly with some illustrative pictograms instead of using conventional narrative media, whose familiarity and realism is often desensitizing (especially to the young generations), to tell the distressing problem or issue. To achieve the design outcome, minimalistic infographics can be displayed on the product packages in order to fit the package sizes and more complicated data-driven visualization with the sharp appealing message can be printed on reusable shopping bags.
Here below shows some illustrating sketches and mockups of my design ideas: –