Entries tagged with: green

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*notcot in design - 2 Notes

Trendy Greenwashing

Green is in. Everyone wants to go green, from corporate to your indie fashionista. The issues have been coming up about "shades of green" (how green IS a product? how do you tell? what are the criteria? etc.)... and just noticed this post over at the HOW magazine blog about GREENWASHING as pointed out in the NYT two days ago. Here are some great snippets - about how design is key in the greenwashing process of consumers...

"A bag of natural Cheetos seemed so much more appealing than the classic cheese puff. Why? Was it the image of a subdued Chester Cheetah rising gently from a farm field bathed in golden sunlight? Like clues to a murder that suddenly point to a single culprit, the mystery in my shopping cart revealed itself. Wheat sheaf by wheat sheaf, sunrise by sunrise, the grocery store shelves had been greenwashed. And I was falling for it."

"As a design shorthand, it makes subtle use of specific colors, images, typefaces and the promise of what marketers call “an authentic narrative” to sell food. Especially in recent years, greenwashing has spilled out well past the organic section of the grocery store. Even the snack aisle at the gas station isn’t immune.

“Somebody becomes successful with a specific point of view, and the consumer begins to identify with it and it spreads like a virus,” said Paula Scher, a partner in Pentagram, an international design firm. From there it’s only a matter of time before Cap’n Crunch shows up in a hemp jacket, raising money to save the manatees. Buy a greenwashed product and you’re buying a specific set of healthy environmental and socially correct values. "

TO PAGE 2 of "Trendy Greenwashing"! ----->


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