Wrapping up your message: Sustainable storytelling through packaging

摘要: Besides contributing to the actual sustainability performance of a product-packaging combination, packaging can also play role in communicating about sustainability. Such green marketing aspects may either focus on credentials itself, or product contained (or even company brand). Communication be explicit (in words labels) implicit (through materials, images and/or colours). The form could described as sustainable aesthetics. presented factual information stories. People engage more with stories than information, it allows for easier connections previous experiences. Hence, storytelling makes compelling tactic. Instead telling story yourself brand, enabling and encouraging your consumers tell their peers offers strong potential well. This paper will explore through by reviewing literature within marketing, specific packaging. Furthermore, two small empirical studies presented, followed design case study.