ROOTED LIVING
2021
Northeastern University
Rooted Living is a plant-based snack company founded by a student of Northeastern University. Working closely with the founder, Rachel Domb, I conducted marketing research to understand what consumers are looking for in packaging design. After countless design iterations we were able to produce a new, inviting packaging design based directly on consumer feedback, with the goal of making the compostability of packaging and eco-friendly mission of the company a focal point.
PROCESS
CONSUMER RESEARCH
TARGET MARKET
College students (18-25), Environmentally conscious, Healthy Snackers.
92% of survey respondents are between ages 18-25, 8% are ages 26-35+
Design images were shown to survey respondents. Half saw the original design, and half saw the updated design.
PRIMARY RESEARCH
Original Design
Survey Redesign
“Do you have any suggestions to improve the packaging design?”
“More variation in color, bigger compost blurb”
“Colors are a bit blended together. Try to differentiate colors to emphasize important info”
“Emphasize the snack being plant based more!”
“It feels a bit plain - maybe another color or something bolder than pale yellow.”
Central route to persuasion: Argument strength determines the persuasive outcome. In this case, whether or not people will compost the packaging will depend on educating the consumer. Tips on the packaging will help sustainably conscious consumers make more permanent decisions on their composting habits.
Visceral States: Grocery shoppers make more unplanned purchases when they shop hungry than when they are full. Packaging should draw hungry shoppers in and show off how good of a snack choice Rooted Living is.
Colors associated with plant-based: green, brown, black.
Colors associated with sustainability: blue, green, brown.
Colors associated with vegan: blue, green, white.
67% of Americans would be willing to compost food waste if it was more convenient. Majority of Americans do not know how to compost.
SECONDARY RESEARCH
Blue is the new green: Logo colours send a sustainable message. (2015). Edie.Net.https://www.edie.net/news/6/Blue-is-the-new-green--logo-colours-send-a-sustainable-message/
Environmental Protection Agency. (2021, April 1). Composting at Home. EPA. Retrieved December 2, 2021, from https://www.epa.gov/recycle/composting-home.
Kelly McCarthy (2021, April 19). Sustainable snacks that taste good and do good for the environment. https://www.goodmorningamerica.com/food/story/sustainable-snacks-taste-good-good-environment-77114409
Max-Planck-Gesellschaft. (2012, January 19). Pictures of food create feelings of hunger. ScienceDaily. Retrieved December 2, 2021 from www.sciencedaily.com/releases/2012/01/120119101713.htm
Prizm® premier. Claritas. (n.d.). Retrieved December 3, 2021, from https://claritas360.claritas.com/mybestsegments/#segDetails.
Vegan Symbols. (2021). I Am Going Vegan. https://www.iamgoingvegan.com/vegan-symbols/
Plant-based colors expand: Green, black and purple hues on the horizon, says DDW. (2020, November 30). Foodingredientsfirst.com/.
https://www.foodingredientsfirst.com/news/plant-based-colors-expand-green-black-and-purple-hues-on-the-horizon-says-ddw.html
Wendeln, J. (2014, June 3). 'I want to compost, but...'. Sustainable America.