Nine Design Strategies to Inspire Sustainable Profits | Part Seven

Nine Design Strategies to Inspire Sustainable Profits | Part Seven

For example, Method cleaning products has cornered the sustainable cleaning products market with one of the most simple provocative packaging design motifs ever conceived. As one walks down the aisle, Method’s colorful, shapely bottles call out to one’s senses with color, clarity, and confidence. Is it any wonder that Method has quickly become one of the most widely respected sustainable product offerings? Their brand is inextricably linked to their innovative packaging, building a viral word of mouth buzz that continues to push up product sales without the need for a huge investment in traditional marketing outlets. Imagine accomplishing all of this without ever even openly trumpeting one’s own environmental agenda. How’s that for branding elegance?

In a concerted effort to shifting it’s entire company towards sustainability and an authentic commitment to environmental stewardship, the Clorox Corporation has recently thrown its hat into the green cleaning ring with the launch of Green Works, a line of “natural” green cleaners designed to compete with Method and Seventh Generation. After only one year in the marketplace, thanks to their eye-catching bold and colorful branding, Green Works has already garnered 42% market share, and is a stand out line among the emerging organic cleaning products available.

But please know that not all attention-grabbing sustainable packaging need be designed for explicitly sustainable products. These simple principles of color and shape can be used to create packages that bolster sales of products from every sector while considering the raw materials being used and reducing the amount of packaging materials required. For example, we were recently hired by hip California toy manufacturer Razor to redesign a series of display boxes for their award-winning “Ripstick” Caster Board. Balancing their needs for brand visibility and cost-control, we designed for them a colorful, shapely, eye-catching-yet-sturdy box that uses 40% less material and takes up 50% less space than their traditional box (increasing shipping capacity by nearly 200%!). Although our primary goal was to create a branded package design that would drive up sales, through innovative design we were able to do this while also creating the potential for dramatic savings on both materials and shipping costs. Greater shelf impact, improved sales, decreased costs, less material waste– who says you can’t have it all?

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