Unpacking Sustainability: Graphic guidelines for the effective visual communication of sustainability attributes on product packaging in Aotearoa, New Zealand.

The efficacy of sustainability labelling on product packaging is often challenged by graphic information that is vague and inconsistent in the communication of broad sustainability attributes. The subsequent confusion experienced by consumers results in a misunderstanding about how the product supports sustainability which, in turn, can impede consumers from making educated purchases that align with their personal values. In the context of Aotearoa, New Zealand, this issue is further exacerbated by an overwhelming emphasis on ecological sustainability and the lack of representation of additional dimensions, including social and cultural dimensions of sustainability, which are essential to achieving sustainable development. Through the application of semi-structured interviews with New Zealand-based design practitioners and consumers, this research investigated the perception of sustainability information on personal care product packaging, the potential for diversifying the articulation of sustainability dimensions, and avenues to support packaging designers in the application of effective labelling. The insights gathered identified a strong need for a more regulated and cohesive approach towards communicating comprehensive sustainability information. Following an iterative double-diamond process, a set of proposed labels and associated graphic guidelines were developed with the aim of supporting design practitioners in more effectively communicating comprehensive sustainability attributes on personal care product packaging in Aotearoa, New Zealand.