A Study on Label Design for Sustainability

Consumers are paying more and more attention to sustainable consumerism. They are eager to know more about what is going on behind the products they are buying and using/eating in everyday life. This information has a direct effect on their decision making for purchase. In this research, labels are categorized into three main streams -information-based labels, brand labels, certification labels- according to their purpose and way of approach. Giving consumers the information they need is the purpose of all labels. When regarding sustainable issues, raising awareness and educating the general public should also be taken into consideration and ideally set as a larger goal. Visual communication plays at the front line, being the direct sales and educational tool at the point of purchase. It portrays everything the label represents, from the beginning of the story to the future scenario. For this reason the amount of information shown on the label, and the way it is represented visually to achieve the intended communication goal, play a crucial role in future labeling.