VISUALIZING GREEN: COMMUNICATING ENVIRONMENTAL FRIENDLINESS THROUGH PRODUCT DESIGN AND APPEARANCE
In this post I will take you through three different concepts that we created during our project Visualizing Green.
Concept 1: Simplistic, Humble and Compact
Our research supports the use of direct and even rather naïve hints of nature to be used in the looks of a product. The use of relatively rough textures with direct links to nature, such as tree bark or flower vine in this case, also allows the product to emit the message of nature, not only via the visual channel when looking at the product, but also when touching it. During the research, the haptic dimension of products was noticed to be an important element in the overall greenness of the mobile devices. Therefore, this multi-sensorial message of nature underlines this direct linkage with green values.
The first concept is derived from our research results where technically simple, simplistic, modest, humble and compact were all attributes often linked with an environmentally friendly mobile device. When implementing these features and attributes, we strived towards an entity that expresses purity and clarity, is free of vanity. In our research, the top five most environmentally friendly mobile devices were all monoblocks, without any hinges mechanisms. This fact gave the Simplistic, Humble & Compact – concept its basic form.
In addition, the key attributes are carried through with thrifty coloring and the use of subdued colors. Also, instead of printed graphics, the use of relatively rough 3D texture allows light and shadow to give the surface the desired effect, not only visually, but also hapticly. This enables reducing the use of different colors and materials, which intensifies the simplistic – more environmentally friendly – appearance.
Concept 2: Sympathetic
Our research revealed that dashy and elegant appearances as well as big size were characteristics rarely connected with an environmentally friendly product. The Sympathetic –concept is built on the opposites of those attributes and it strives to implement features and elements that would evoke sympathetic feelings in people. Human beings are biologically prepared to perceive emotional states from everything they experience. People project their emotions to everything they experience, interpret what they see and, in turn, their own emotions are affected (i.e. anthropomorphism). As emotions apply equally to living and non living, that is, to humans or for that matter mobile devices, a product can be interpreted to be e.g. sad, embarrassed or more interestingly to this concept sympathetic.
In our survey, the overall image of current mobile devices was generally not considered to be in line with green values. All tested mobile devices scored relatively low in our survey, indicating us that making the concept look like something else than a mobile device could lead to better results. Associations that are avoided with this concept are arrogant, proud or haughty, costly or luxurious. Instead, the concept is aimed at arousing affinity and mutual association. The product should have a friendly appearance. Sympathetic appearance can be expressed through playful proportions or chubbiness, like the ones found, for example, in a baby or puppy. By using this kind of visual language, we wanted to emphasize the anthropomorphic reaction that people experience when dealing with this concept.
The concept was presented in two colors, combining a delicate light blue and white together with a smooth surface texture. The smooth texture of the housing is aimed at strengthening the overall sympathetic appearance of the mobile device by activating the haptic dimension, which now expresses the main message of the concept. Both of the colors used in this concept ranked high in our survey in colors that express environmental values.
Concept 3: Organic Form
Organic form is the second of the two more inspirational concepts we created during the project. This concept also has its basis in the research results, but the results are somewhat exaggerated and intentionally overdone. In this concept, the leading idea was to work on the terms of the material. The guiding idea was to allow the material to take its shape and give the form – not shape the product by or conforming to artificial rules. It should seem as the form has grown naturally and generated inviting forms.
Because of the fact that the form of the housing, together with the lamellar structure, was almost directly borrowed form nature, it was decided that the coloring and finishing had to be something totally unexpected. Leaving these two important features brown and matte would have left the housing looking like a real cone, and concept-wise somewhat unsurprising and uninteresting. Instead, it was decided to exaggerate with full force by coloring the housing with gold and giving it a very shiny and reflective finishing. This creates a perfect balance between organic, nature-born form and exclusive looks. The results are an interesting product concept with emotional bonds.
