Wayne Harrison — Label Conscious Thesis Process Book

Unraveling the global impact of your closet

Thesis Process Book Wayne Harrison

Book design Š Wayne Harrison / #02026734 wharrison@labelconscious.org | http://wayneharrison.graphics All rights reserved.

Academy of Art University Graduate School of Graphic Design Fall 2019 Published by Wayne Harrison for MFA Graphic Design Thesis, instructed by Phil Hamlet, Jeremy Stout, Dave Gotwald and Carolina DeBartolo at the Academy of Art University, San Francisco, CA. Printed and bound by Blurb.

Title typeface: Roboto Slab Text typeface: Roboto Condensed No portion of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means electronic, mechanical, photocopying, recording, or otherwise without the express written permission of the publisher.

Contents 1 The Problem

Who Made Your Clothing?

A Unique Proposition Competitive Matrix

8 10 12

2 Research

Initial Research 16 Interviews 18 Personas 20 Target Audience 24 Creative Brief 26 Prototypes 28 Key Findings 30 Related Insight 32

3 Explorations

Keywords 36 Visual Metaphor 38 Materials Matrix 40 Production Timeline 41 Project Summary Video 42

4 Identity

Type 46 Color 48 Signature 50 Visual System 58

5 Deliverables

Label Iterations 62 Label Final 64 App Iterations 68 App Final 78 Transit Takeover Ads 88 Website Iterations 98 Website Final 102 Bumper 108

CHAPTER

5

The Problem

1

Who Made Your Clothing?

What are the reasons behind why clothing made with similar quality materials and the same style can have a wide range of prices? In the past I’ve assumed that materials or manufacturing standards contributed to the price along with the cachet that is attached to brands or personalities.

How do clothing production costs that are externalized in other places or people affect the manufacturers suggested retail price? How could I find out?

Here’s an example. Let’s assume that all parameters associated with two shirts are identical except one is made in a country with a legislated minium pay that is at a living wage and the other shirt is made in a country with no pay wage legislation. The cost difference between the two otherwise identical shirts will be passed on to shoppers.

Educating shoppers about externalized costs and how they impact clothing prices is the focus of this project. At the retail level, shoppers will use the Label Conscious hang tag to evaluate the production impact of an individual piece of clothing that they are interested in. Moving forward, shoppers will make clothing buying decisions based on their values, there’s no correct way to reach Label Consciousness.

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LABEL CONSCIOUS: THESIS PROCESS

How do production costs that are externalized in other places or people affect the final retail price of clothing in the USA? How could I find out?

“Let’s expose the connections between a huge number of environmental and social issues, and call us together to create a more sustainable and just world.”

—Annie Leonard, The Story of Stuff

THE PROBLEM

9

A Unique Proposition There are a number of products and services that share similarities to Label Conscious. But none of them directly address the idea of making externalized costs available on individual pieces of clothing.

Most of the initiatives listed to the right are stand alone solutions that have many overlapping features. And although there are shared interests and desired outcomes, each service is developed separately and maintained as a closed system. Label Conscious is an open system that any clothing company can adopt. This project was greatly influenced by the Entertainment Software Rating Board rating system that the video game industry voluntarily (in response to the threat of the creation of a government mandated system) launched in 1994.

Similar Services Good Guide Yerdle EWG Food Scores OpenLabel GoodShop eEcosphere Think Dirty Buy Partisian decide Consumr

Corporate Initiatives B Corp Product(Red) Fair Trade Certified Timberland Earthkeepers Patagonia 1% for the Planet Patagonia Worn Wear Footprint Chronicles Nike Make

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LABEL CONSCIOUS: THESIS PROCESS

LabDoor Polyvore Covet Fashion ShopConscious Shopsavvy Fooducate Shop Kick Covet Purchx Shopcade

Competitive Matrix In evaluating the existing landscape it’s clear that it will be possible for Label Conscious to create a clear, distinct identity. There is very little overlap in color, form, type, or tone in any of the graphical elements used by any company or service related to externalized costs or sustainability issues involving the clothing industry. I think the reason for this is that the companies in this grid do not represent one industry. There are overlapping concerns and spiritual similarities, but largely these organizations are not positioned competitively against each other. They are all working to end or alter human or environmental conditions in different ways (with occasional redundancy.)

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LABEL CONSCIOUS: THESIS PROCESS

Targeted

Comprehensive

B to C

B to B

THE PROBLEM 13

Research

2

Initial Research Research began with two primary goals: what kind of information should go on the label (and can I get believably plausible data for it) and what are the key existing products or services that will help to differentiate this project the competition?

Many countries report annual economic and social metrics related to their manufacturing sectors. Finding the nationally legislated minimum wage for any given country is not that difficult. Finding out the median wage at the actual factory where a specific piece of clothing was made (taking into account the ubiquitous multiple layers of production

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LABEL CONSCIOUS: THESIS PROCESS

subcontracting facilities) might be impossible. Especially in countries where there is widespread corruption. The first challenge for this project is to find a set of metrics that are reasonably attainable.

The next step is to compare services like GoodGuide that rely on closed systems of unnamed experts and services like OpenLabel that crowd sources all of it’s data and is completely transparent. How will Label Conscious differentiate itself in a way that any clothing company could adopt and benefit from.

CHAPTER

17

Interviews Each interview was conducted with a fixed set of questions, but the primary intention was to tally the answers. The point was to have a guided conversation that would uncover themes, leading to insights.

What became universally clear is that there is little real concern for distant people or places. The problems seem too abstract and vast for an individual to see how their actions would make any difference.

The environment is the most important area where current and future actions will have an impact of their quality of life.

The global environment is vast too, but the key difference is the perception that things that happen to unseen people or places aren’t connected to their lives.

Questions 1. What motivates you the most in choosing what products to purchase?

2. What kind of environmental impact information would you like to know before purchasing a product?

3. What kind of economic impact information would you like to know before purchasing a product?

4. What kind of social impact information would you like to know before purchasing a product?

5. Do you think your every day activities have an impact on global conditions? If yes, what activities do you think have the greatest impact?

6. When you read a Nutrition Facts label and decide to not buy the item, were you most motivated by near-term or long-term consequences of the information? Why? 7. Do you participate in any online activities that convey status or reward behavior (like FourSquare)?

If yes, which activities?

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LABEL CONSCIOUS: THESIS PROCESS

“The reasons I read Nutrition Facts labels is to find out what the primary ingredients are and how many calories it has. The rest of the label is unimportant to me.”

—Ramon Yvarra, Interviewee

RESEARCH 19

Personas Skeptic The skeptic is a careful decision maker and doesn’t jump into new things without doing a lot of research. Lisa has a job working in tech-support for a software company. She has a BA in psychology, lives alone, and her family resides on the East Coast. She’s new in town and hasn’t had a chance to make many friends.

She likes her job, but it isn’t that interesting or challenging so finding creative outlets has become her new passion.

Lisa really appreciates that there is a some underlying technical aspect to painting, mostly it’s about expression. And she believes there’s no correct way to express one’s self.

Lisa tries to make it to the gym about once a week. She spends a lot of her time exploring adjacent neighborhoods, the city is so dense it’s become clear that it will take years to have a sense of familiarity with her new hometown.

Buying things on sale has always been a necessity because Lisa has an intense savings regime. She understands that the future isn’t predictable, but if you’re financially secure then it’s more likely that you’ll be able to better handle things as they come up.

Brand loyalty is very important to Lisa. It’s paramount because of the consistent quality present in past experiences. Once she finds something that she likes, it’s unlikely that she’ll ever try a competing product.

The idea behind Label Conscious make perfect sense to Lisa. She’s used Nutrition Facts labels in the past and although she’s never heard the term externalized costs.

Although she’s aware that sweatshops still exist.

In the past she’s always rationalized away why some apparel is so cheap. Now that she’s thinking about it, it doesn’t always make sense. There can’t always be some leftover, overbought or undersold reason for the weekly, year-round deals. Clothes are on sale all of the time now, that doesn’t make sense…

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LABEL CONSCIOUS: THESIS PROCESS

Lisa Baxter 31 years old Single San Francisco, CA

Early Adopter As a tech-minded single person living in a dense urban area, Mike spends as much time as possible attending workshops and talks. A few times a year, he and a few friends attend local conferences that range from the latest gear and gadgets to Comic Con.

Mike Mando 33 years old Single Brooklyn, NY

Outside of his day job, he spends most free time participating in a local hackerspace on weekends and occasionally a few evenings during the week.

The space’s attractiveness stems from the participants prevailing attitude of breaking boundaries and exploring unchartered technologies. Mike occasionally collaborates on interdisciplinary projects but he mostly works solo.

Being the first to explore an emerging field is a key driver for many of the decisions he makes. Mike is motivated by how something works and more specifically how it solves the problem that is currently in front of him. Form matters, but compared to function it’s far less valuable. In a perfect world he’d like both.

Mike is full of optimism and thinks that hard work alone is responsible for his successes thus far. He recently graduated from college with an advanced degree and now works for a well-established technology company where he earns an admirable salary.

He’s a risk taker and not overly concerned with following anyone or anything. Mike likes being single and he’s waiting for the right person.

Most of his free time is spent hanging out with friends, working out or going to shows. He leads a very active and mobile lifestyle that is accustomed to being constantly connected to friends.

Mike consumes new content endlessly. His storage space is filled up with books and empty boxes. Every outlet in his home has some new gadget plugged into it.

His self-identity has been developed since early teen years by technology and branded goods. He’s never known a time without the Internet and he’s always connected to it.

RESEARCH

21

Ecologist The Ecologist is a health-focused, high-level of energy person. Jake has a job working in the public school system as an administrator. He has a master’s degree in economics.

Jake’s level of involvement with family and friends is mostly confined to holidays and special events.

Maintaining a small plot in a community garden and hiking in the Oakland Hills is a favorite activity on the weekends.

Jake also spends a lot of time reading non-fiction and keeping up with world events.

Buying local and second hand are very important to Jake.

The thing concerns him the most is the availability of what he needs that makes buying new products from giant companies much easier. He only has so much time and money and trying to be a responsible consumer is exhausting, but Jake is persistent and as a result he sometimes goes without buying something until he can find one that is ethically aligned with his values.

Jake has lived two lives when examined by the choices he’s made as a consumer. He grew up in the suburbs and didn’t question anything around him. When he moved into an urban environment to attend college he saw an extreme contrast in living conditions and economic disparities. It was as if the illusion of upper-middle class suburbia had been lifted and he began to question everything.

Does driving a Prious make a difference if you only drive alone? Jake has a busy life and he’d like a way to better manage or understand what impact he actually has as a consumer. To stop buying water in plastic bottles was easy to do, which pair of shoes or pants should he buy is much more difficult to figure out.

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LABEL CONSCIOUS: THESIS PROCESS

Jake Owens 36 years old Married, no kids Ann Arbor, MI

Uninformed Ignorance truly is bliss and it makes for a life filled with possibility. Mira is full of optimism and thinks that her hard work alone is responsible for her success so far. She graduated from college a few years ago and is in her first job for a well-established tech company where she makes a very admirable salary.

Mira Stevens 28 years old Single Minneapolis, MN

She is a risk taker and not overly concerned with following anyone or anything. Mira likes being single and she’s waiting to find the right person. Her family lives several hundred miles away and she spends some time with them, a random weekend here and there.

Most of her free time is spent hanging out with friends, shopping or going to shows. She leads a very active and mobile lifestyle and she’s accustomed to being constantly connected to friends. Mira consumes endlessly. Her closets are filled, every outlet in her home has something plugged into it. What really matters to her is the thing that holds her attention the longest. And that’s not an easy task.

Mira’s self-identity has grown since childhood by tech and branded mass marketed items. She’s never known a time without the Internet and with the exception of driving, she’s always connected to it. Mira wouldn’t admit to her level of entitlement because it’s not something she sought out, it’s just always been available to her. Like every other decision in her life, if it’s right in front of her and possible, then why not go for it?

Mira thinks the Label Conscious app might be cool to check out, but it’s probably going to join the dozens of apps that she used once, or not at all. She wonders what the point is anyway, what is the payoff? If she buys one piece of clothing over another it’s still a purchase. Right?

RESEARCH 23

Target Audience If we continue with the shirts described on the previous pages, the primary reason that a person would pay more for the more expensive shirt would be to align their values with their wallet. With the knowledge of why the shirt is more expensive might be an incentive, it’s also a luxury that not everyone can afford. But this type of affordance is not about being wealthy is about having the ability to make a variety of choices.

This thesis project will appeal to professional women and men in primarily urban and dwellings, between the ages of 28–38 years old with a household income above $1000,000.

This group is a sub-section of a generation often referred to as the Milennials.

A typical individual will have completed college and have a few years work experience in their chosen field. They will likely be single, have no dependants and no large fixed responsibilities (like a mortgage.)

These freedoms allow the target audience to make purchasing decisions that are aligned with their value system and to help contribute to the world that they want to be a part of.

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LABEL CONSCIOUS: THESIS PROCESS

This thesis project targets professional women and men that live or work in urban areas, between the ages of 28–38 years old and with a household income above $1000,000.

RESEARCH 25

Creative Brief Primary Audience

Desired Perceptions

Professional women and men that live or work in urban areas, between the ages of 28–38 years old and with a household income above $1000,000. Key attributes of the primary audience is that they are likely to be in their first or second job after college and they have not taken on some of life’s most serious responsibilities, like starting a family or buying their first home. These freedoms allow them to make decisions based more heavily weighted by their values and ideals.

Make it easier for shoppers to assess the distributed impact that is generated by consumerism and specifically the global environmental and social repercussions.

Benefit for Primary Audience A way to understand clothing production’s environmental and social impact as in relates to pending or future clothing purchase decisions.

Secondary Audience Clothing manufacturers that would benefit from having a production facts label (Patagonia, Timberland, Filson, etc.) and extending to clothing resellers that stock multiple clothing lines (Target, Macy’s, Nordstrom, etc.)

Benefit for Secondary Audience A way to showcase the efforts they’ve made as a company to use responsible production practices.

Current Perceptions The problem of unpacking how the things we buy affects people around the world and the environment is too complicated, so we don’t spend time thinking about it. It’s easier to rationalize it away by dismissing it.

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LABEL CONSCIOUS: THESIS PROCESS

Primary Objective Inform shoppers about externalized costs and how they are reflected in the price of new clothing at the individual product level.

Secondary Objective Create a space where individuals can make a plan to see how their shopping choices matter. This space will be malleable to different value systems and have a social component to help retain engagement.

Principal Message Label Conscious is about making mindful decisions that make sense in your own life. This project isn’t about right and wrong, it’s about making informed decisions.

Support Points Initially the label is going to be promoted by companies that would benefit from having it. The web site will use a user journey narrative to help create an understanding of how externalized costs affect other people, places and things that we may never see. The app is going to create a workspace for an individual to make sense of how seemingly disconnected product purchase choices work toward a common goal (which could be different for different people, depending on what is most important to them.)

Tone

Abstract

There are many possible paths to Label Consciousness.

What matters most to you will guide you there.

There are many factors driving consumer behavior in the global marketplace. I believe that ignorance of production costs is a significant driving factor that creates unnecessary consumption. This project is going to use graphic design to create a system that reveals externalized costs for clothing at the individual product level.

Takeaway Label Conscious is going to use existing frameworks (environmental and social) to break down the issues related to clothing production and the impact it has globally.

Challenges Getting accurate information for the label and how to address the possibility of change between product production and point of sale purchase. The key difference is that even if production conditions have improved, what’s represented on the label will still be true for that specific piece of clothing.

Deliverables A Label system in the form of a vertical gatefold hang tag, approximately 1.5�x6� when folded in. An app that runs on any smartphone manufactured in the last five years.

A standards compliant web site. An environmental advertising focused as a mass transit takeover of a lightrail train station and platform.

RESEARCH

27

Prototypes There were two rounds of prototype testing for the app and web site. The first round with paper prototypes and the second with digital prototypes using InVision. All of the products were constructed specifically so a user could complete a series of tasks.

The task list is comprehensive and not designed to be necessarily completed by the tester. The idea is to let them naturally progress through the tasks and complete the session in a way that is unique to their personality.

Another reason for structuring the tasks this way is that if the user has difficulty performing any of the basic tasks, they are unlikely to understand the more complex multilayered tasks.

Most testers were inexperienced with working with paper prototypes, initially this was a problem for them to find a comfortable space to engage with the tasks put before them. After they were walked through a few examples of how the prototype worked (not so much the UI or the content but literally how clicking and selecting objects worked) they were able to perform most tasks without aid.

App Tasks

Web Tasks

1. Create new account

1. Get the app

2. Login to account

2. Explain the label?

3. View your Index rating

3. Find your index rating

4. Find friends

4. Does the front page make sense, does it make you curious?

5. Edit Profile 6. Sort closet by Index 7. Sort Closet by Type 8. Find label for highest score clothing 9. Add T-shirt to closet 10. Add 2 T-shirts to closet

14. Describe the Closet 15. Logout

LABEL CONSCIOUS: THESIS PROCESS

6. How would a person who loves adventure use Label Conscious?

7. Was it important for you to choose an archetype?

11. Return to previous page 8. What are Paths, are they explained well enough?

12. Return to your Profile 13. Assess Friends progress

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5. Do the Label and App work together or alone?

LABEL APP PATHS START

Long Sleeves

Hoodie

Jacket

Suit Jacket

Shorts

Board Shorts

Jeans

Cargo Pants

Chinos

Suit Pants

Slip-ons

Dress Shoes

Contact Privacy

– Bottoms

– Shoes

Sneakers

Flip Flops

Testers were asked to add an item to their closet.

Boots

The three ways of adding an Awareness Index rating.

Viewing friends and their progress.

Work Boots

+ Undergarments + Accessories

Get Score

Rosanna and Rick testing the app.

RESEARCH 29

Key Findings App Task 1: Create new account

Task 9: Add new T-shirt to closet

Creating a new account was easily accomplished. The testers moved through the screens very quickly. At the home screen, the screen that will typically see when they log in, there were no questions and each tester quickly navigated around the app. The Back button was easily understood.

Most people clicked on the hanger icon to add something to their closet. No users clicked on the nav tree. Once they understood how the + and the hanger icon worked there was no confusion in adding a T-shirt to their closet. In a previous iteration the add to closet and view closet were on the same screen. They were placed on separate pages to reduce repetitive swipes or clicks in the future.

Neither tester understood why they had to fill out a survey to start using the app. Even after I explained it they still didn’t think it was necessary. How to get the score was totally not intuitive.

Another major problem is that the concept of getting a score isn’t relatable to anything at this point. This may need to be further simplified, like maybe asking them where they generally buy clothing. I still think there needs to be some way to get them started using the app with some sense of beginning something. When they first download the app there’s a good chance that they will be at home or work. I think there will be a disconnect between installing the app and the next time they buy clothing. A score of zero doesn’t seem like a motivating place to start. If the survey becomes one question about where they shop.

Task 10: Add 2 new T-shirts to closet After completing Task 8 everyone could easily complete Task 9. One common request was to be able to add more than one item from the same screen. There was a concern that adding all of the clothing from a shopping trip would be tedious and would eventually lead to them not using the app.

Task 13: Assess Friends progress This was the first time more than half of the users asked for assistance. A few users clicked on the nav tree for help, but they did not click on their score to find their standing.

Task 3: View your Index rating

Global Navigation

Different users were given different starting screen for this task and all of them clicked on their user name at the top of the screen. None of them clicked on the nav tree.

The navigation tree or menu icon was the go to when there was any doubt or confusion as what to do next. I asked them if the stacked bar icon was replaced with the word menu would they have been as likely to click on it. They said maybe and agreed that the stacked bar icon is so familiar that they preferred to have it in an upper corner.

Task 8: Find label for highest score clothing Starting at the home screen all of the testers were able to get to their closet and even though the default closet sort is by score, none of them understood that the top scoring item was the first shown.

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Web Site

Conclusion

Task 1: Get the app

What worked

This was clear to all users.

Screen content has enough room to breath. The global navigation was easy to understand and the links to social media were in an expected location. Navigating to the App and Label sections was very easy, what was lacking is the amount of content in each section. People understood what they were looking at, what they wanted was to be sold on the idea or walked through a tutorial. They had to try too hard to understand what the page was trying to do.

Task 2: Explain the label?

How to find information about the label was clear to everyone, they want to know more about how the label works, where they can find it, etc…

Task 3: Find your index rating Very few people made the connection to the front page message or graphic leading to some type of score. After they clicked on Uncover there was concern for why they were being forced to fill out a profile page. They didn’t mind giving the information, what they didn’t like is that they didn’t have a choice and what the information was being used for wasn’t explained.

Task 6: How would a person who loves adventure use Label Conscious?

Less than half clicked on Paths. They said they did so because it was their first best guess, they didn’t feel like it was a confident choice. It was the only choice.

Task 7: Was it important for you to choose an archetype?

Not really, no one expressed a strong interest in having them. They like the Paths idea, but they didn’t feel the need to adopt a path or archetype.

What didn’t The biggest problem is the site home page and the current graphic. People were confused by the price sticker and the map. It took them a while (nearly to the point of giving up) to click on the Uncover arrow or word to move to the next page. The site’s purpose, of introducing the concept isn’t going to change. The front page needs to quickly summarize how the label and app function and then go into greater detail on linked pages.

Suggestions Overwhelmingly all of the paper prototype users would have preferred to use test the app and site on an electronic device. All of the problems incurred, once explained, were quickly understood. The biggest problem was the web front page concept when viewed as a first time user. Using an InVision digital prototype in the second round of testing was much more seamless.

Would they actually use this app?

With improvements all of the users said they would use the app if it was free. One third of them thought they would use the app to reach Label Consciousness or at least use it long enough to get a better sense of how their clothing purchases add up over time.

RESEARCH

31

Related Insight As a male that closely monitors new technology, I was aware of Unboxing videos and I’d previously watched videos of guys opening the latest tech and giving a report of their experience. Something about these videos felt related to my thesis so I investigated further and discovered Haul videos.

Generally speaking, Haul videos are the female equivalent of Unboxing videos and they mostly deal with clothing and accessories (all items bought during one shopping outing, hence the haul.)

What connects these two videos types to the Label Conscious project?

1. There is no correct path to success outside of the basic framework of what makes these videos fit within their category.

2. An Unboxing video can be of any new product that the presenter is interested in.

3. A Haul video is a display of recently purchased items that have been combined in some way that the presenter is excited about.

4. Given the level of enthusiasm for the products found in each video type, the reviews are generally positive.

People aren’t unboxing things they don’t care about or buying clothing they wouldn’t wear.

The spirit behind this is important because although the subject matter is different, the intention and effort behind them is directly related to what will motivate a person to use Label Conscious. My thesis project needs to find a way to tap into this energy.

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Unboxing Video

Haul Video

Began in 2006.

Began in 2007.

Usually male.

Usually female.

Video that displays the Video that displays unboxing of a new item, recently purchased items often an expensive gadget. from a shopping trip.

Includes the first opening of a product, turning the device on and going through the initial setup.

Includes price(s), store name(s), product details, and related fashion or beauty advice.

Unboxing videos are a realistic portrayal of what to expect when opening a new product for the first time.

Haul videos are a uniquely curated guide for creating a specific look that often includes discount priced clothing and accessories.

RESEARCH 33

Explorations

3

Keywords Exploring names for the app and the label began by looking at themes of the hidden or unknown. From there ideas were pushed in convergent and divergent directions.

A crucial Part of keyword exploration was to determine if the project, app, label and web site all needed different names or maybe only the app needed a unique name?

The decision to use one name for all components was chosen to keep the overall project cohesive and simple. Every aspect of the project was serving the same purpose, to literally raise a person’s awareness about how externalized costs of clothing production relate to their selling price.

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LABEL CONSCIOUS: THESIS PROCESS

Code

Layer

Awareness

System

Conscious

Integral

Intention

Attribute

Path

Association

Compound

Index

Decision

Shopper

Connection

Perspective

Cycle

Sentient

External

Inform

Label

Hidden

Measure

Encoding

Sustainable

Decoding

Mindful

Ascend

Informed

Outcome

Reveal

Relation

Knowing

Perception

Define

Production

Plan

Subliminal

EXPLORATIONS

37

Visual Metaphor Using a keywords closely associated with the underlying concepts behind Label Conscious: the idea of underlying assumptions and inability to know all of the facts, explorations were undertaken to try and simplify the messaging behind the brand and better understand how to visually represent ideas. Using both convergent and divergent approaches a variety of photography, illustration, color, type and themes were compiled into a collection. These are a few samples.

Conscious

38

LABEL CONSCIOUS: THESIS PROCESS

Path

Reveal

System

Hidden

External

EXPLORATIONS

39

Materials Matrix After completing initial research it started to become clear what the final deliverables could be and maybe more importantly—how they integrate together into a system.

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LABEL CONSCIOUS: THESIS PROCESS

Production Timeline With the Materials Matrix in place it was necessary to create a road map for the completion of each deliverable.

User Testing greatly influenced what components were completed first.

Identity Colors Create primary and secondary color sets

Type Integrated system for print, web, and mobile

Image Line, texture, photography

Brandmark Sketches, computer comps, refine to final signature

Website Wireframe Computer roughs

Usability Report Personas, paper prototypes

Backend Choose framework(s)

Design Adopt visual system, implement findings

Label Concept Audience, form factor, market placement

Content Data sources and design

Campaign Large format advertising Ads on mass transit and urban billboards

App Wireframe Computer roughs

EXPLORATIONS

41

Project Summary Video This video brings together insights gained from qualitative and quantitative research and from practical experience.

One of the key benefits of distilling all of the collected data into a presentation is to create a concise narrative that will serve as a road map to the next phase of this project.

Throughout our lives we’ve made many product purchase decisions with key production information missing.

Background research revealed that all respondents are actively involved in making product purchase decisions for their household.

Research also revealed that Nutrition Facts labels are used on a regular basis and have influenced decisions to buy or not buy a product in the past.

Since nearly all respondents are not active in their community, motivating them to care about remote places may be difficult.

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LABEL CONSCIOUS: THESIS PROCESS

When given information about a product only one or two of the most important items are considered. People avoid being overwhelmed by tuning most things out.

This is great example of a project with a clear concept. Label Conscious is also being built with single focus in mind: externalized costs at the individual product level.

Most manufacturer and NGO sustainability efforts center on production issues that are narrowly focused and built from the ground up each time.

Some factory workers being affected by externalized costs was generally understood by the people I spoke with, the problem is that there wasn’t any context to place it in their own daily lives.

Part of the reason that this over consumption is possible is because the Fast Fashion industry is placing some production costs on other people, places and things.

Muir Woods is a great local example of the benefits placed on protected lands. There are many sites like this around the world that we may never visit and this makes it difficult to align our actions with preserving them.

EXPLORATIONS 43

Identity

4

Type One of the key considerations in choosing a typeface that will span all deliverables in this project is how well it will perform on the small screen, namely a smartphone. The app is the component that will be used the most by the target audience and although there was a temptation to have a separate identity for the app, it became clear that this wasn’t necessary after I found Roboto.

Roboto Slab and Robot Condensed were developed specifically for smartphone screens. Although the typeface debuted in 2011, it was redesigned in 2014 to address criticisms that the letterforms were pulled from too many reference sans-serifs and it did not have a unified appearance.

If Roboto Slab was not a part of the family I might not have decided to use it. The slabs offer a pleasant contrast to the thin geometric lines and high x-height of Roboto Condensed.

Other Considerations Serifa 55 Roman Serifa 65 Bold Egyptienne F 55 Roman Egyptienne F 65 Bold Clarendon Roman Clarendon Bold Rockwell Std Condensed Rockwell Std Bold Condensed Trade Gothic Condensed No. 18 Trade Gothic Bold Condensed No. 20

Avenir Next Condensed Regular Avenir Next Condensed Bold Gotham Narrow Book Gotham Narrow Medium Univers 57 Condensed Univers 67 Condensed

46

LABEL CONSCIOUS: THESIS PROCESS

Roboto Slab Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnvopqrstuvwxyz 0123456789

Roboto Slab Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Roboto Slab Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Roboto Condensed Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Roboto Condensed Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Roboto Condensed Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

Roboto Condensed Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

IDENTITY 47

Color Initial color choices focused on blue as an indicator of openness to different ways of knowing. The foundation of this project is about helping shoppers to make informed clothing purchase decisions based on their values, it’s not about directing their purchasing decisions. Blue proved to be difficult to work with due to it’s close association with many technology companies (throughout the decades.) One of the reasons that a slightly restrained sunshine yellow is the primary color is because of it is often associated with intellect, a trait that is closely aligned with consciousness.

03/03/35/06

03/03/55/04

25/05/03/00

40/00/05/00

05/00/15/02

10/00/25/02

20/20/10/25

20/20/20/30

00/02/65/10

00/05/75/15

30/10/04/00

60/00/00/20

05/00/18/00

05/05/20/00

15/20/25/35

20/25/30/40

00/05/90/08

00/05/85/07

100/20/00/00

90/30/10/00

10/05/25/01

15/10/20/00

15/15/15/55

15/05/15/70

02/02/80/05

03/03/94/12

90/46/04/01

100/80/25/25

02/02/10/06

04/04/20/04

10/10/05/80

00/00/00/90

48

LABEL CONSCIOUS: THESIS PROCESS

Primary

Secondary

03/03/94/12 224/206/32 #E0CE20

04/04/20/04 233/226/199 #E9E2C7

100/80/25/25 15/60/108 #0F3C6C

60/0/0/20 58/167/204 # 3AA7CC

0/0/0/85 77/77/79 #4D4D4F

0/0/0/40 167/169/172 #A7A9AC IDENTITY 49

Signature A central theme for this project is to find a way to connect to theme related to shopping, while avoiding becoming a cliche. Bar codes were a good place to start because of their simple contrasting thin and think lines. The problem is that bar codes are ubiquitous and not very appealing.

Another consistent theme is how a shopper’s role relates to their responsibility as a global citizen. Affecting change is not a one-time goal of this project, the aim is to influence cyclical behavior for the future and avoid cliche sustainability visuals. At it’s root, Label Conscious is about expanding perception and ideology as they relate to a shopper’s role in the world.

“Publicly self-conscious individuals might accept products with national brand labels and reject products with bargain brand labels to enhance their public images.”

— BJ Bushman October, 1993, Journal of Applied Psychology

50 LABEL CONSCIOUS: THESIS PROCESS

IDENTITY 51

Label Conscious Shopping with a new context

Label Conscious Shopping with a new context

Label Conscious Label Conscious Label Conscious Label Conscious Shopping with a new context

Label Conscious

52 LABEL CONSCIOUS: THESIS PROCESS

Shopping with a new context

Label Conscious

Label Conscious

Label Conscious

IDENTITY 53

54 LABEL CONSCIOUS: THESIS PROCESS

IDENTITY 55

56 LABEL CONSCIOUS: THESIS PROCESS

IDENTITY 57

Visual System Depending on the medium the signature can be reduced to .25� in print or 35 px on a screen.

Four color.

Spot color.

One color.

Reversed.

58 LABEL CONSCIOUS: THESIS PROCESS

Clear Space Spatial border minimums are built into all supplied files, do not eliminate the white space that extends to the trim size.

Clear space is built into all Label Conscious files, do not alter the white space around artwork.

Incorrect Usage The following are examples of incorrect usage that deviate from allowed practices. These instances can cause confusion within the marketplace.

Do not stretch or distort the logo.

Do not alter components scale.

Do not alter or add colors.

Do not ever use gradients.

IDENTITY 59

Deliverables

5

Label Iterations One way of describing this delieverable is that it occupies the smallest volume and yet it has the largest mass.

Without the label the app and site would have some functionality, but the experience would be much complicated for shoppers. The label is analog and placed in a familiar form factor.

Label icons

R X

62 LABEL CONSCIOUS: THESIS PROCESS

The label is the foundation for this project. Shoppers will make decisions at the time of purchase that are influenced by the externalized costs of production as depicted on the label.

EARTH

MONEY PEOPLE

E1 Water Reclaimation E2 Renewable Energy

M1 Living Wage M2 Organized Labor

P1 Maternity Leave P2 Healthcare Benefits

Paid Vacation Paid Sick Days

E3 Certification E4 Recycling Policy

M3 Mandatory Overtime M4 Paid Overtime

P3 Paid Vacation P4 Paid Sick Days

Agency Reporting Is It Recyclable

Community Giving Labor Contract

Posted Safety Record 40 Hour Work Week

E5 Agency Reporting E6 Is It Recyclable

M5 Community Giving M6 Labor Contract

P5 Posted Safety Record P6 40 Hour Work Week

12

Paid Vacation hands behind head

Recycling Policy recycle symbol

Paid Overtime currency with +

Paid Sick Days thermometer in mouth

Any stack of papers with lines

Community Giving open hands

Safety Record hardhat

Labor Contract shaking hands

40 Hour Work Week five o’clock

40 Hour Work Week

12

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lab

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Living Wage Organized Labor Mandatory Overtime Paid Overtime Community Giving Labor Contract

Water Reclaimation Renewable Energy Certifications Recycling Policy Agency Reports Is It Recyclable

rts

EARTH

MONEY

EARTH

Made in Canada Compiled: 11.15.15

Highest Possible Score=18

y

Safety Record

cy

Paid Sick Days

ns

Paid Vacation

oli

Healthcare Benefits

Maternity Leave Healthcare Benefits Paid Vacation Paid Sick Days Posted Safety Record 40 Hour Work Week

Living Wage Organized Labor Mandatory Overtime Paid Overtime Community Giving Labor Contract

EARTH MONEY PEOPLE Score is sum of all data on label.

Yes=1, No=0.

on

Maternity Leave

MONEY PEOPLE

Water Reclaimation Renewable Energy Any Certification Recycling Policy Any Agency Report Is It Recyclable

gP

Is It Recyclable loop

EARTH

lin

Labor Contract

diploma

en

Community Giving

Healthcare Benefits stethescope

Retirement Planning piggy Bank

Ag

Paid Overtime

Organized Labor picket sign

erg

Retirement Planning

Organized Labor

PEOPLE

Renewable Energy wind, wave, sun

En

Living Wage

PEOPLE Maternity Leave stroller

tio

Recyclable

MONEY Living Wage family

Made in Canada Compiled: 11.15.15

Highest Possible Score=18

ca

Agency Report

EARTH Water Reclaimation water drop

12

Taller lines are better Highest Possible Score=18

cyc

Recycling Policy

12

Made in Canada Compiled: 11.15.15

Highest Possible Score=18

P1 P2 P3 P4 P5 P6

Re

Certification

M1 M2 M3 M4 M5 M6

rtifi

Renewable Energy

E1 E2 E3 E4 E5 E6

Ce

Water Reclaimation

PEOPLE

Maternity Leave Healthcare Benefits

Mandatory Overtime Paid Overtime

12

MONEY

MONEY

Living Wage Organized Labor

Taller lines are better Highest Possible Score=18

EARTH

EARTH

Water Reclaimation Renewable Energy Certification Recycling Policy

12

ble

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lic

cla

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Maternity Leave Healthcare Benefits Paid Vacation Paid Sick Days Posted Safety Record 40 Hour Work Week

ns

PEOPLE

Highest Possible Score=18

MONEY EARTH Water Reclaimation

Renewable Energy

Certification

Recycling Policy

Agency Report

Recyclable

Living Wage

Organized Labor

Retirement Planning

Paid Overtime

Community Giving

Labor Contract

PEOPLE

12

Highest Possible Score=18

Maternity Leave

Healthcare Benefits

Paid Vacation

Paid Sick Days

Safety Record

40 Hour Work Week

EARTH

MONEY PEOPLE

Water Reclaimation Renewable Energy Certification Recycling Policy Agency Reporting Is It Recyclable

Living Wage Organized Labor Mandatory Overtime Paid Overtime Community Giving Labor Contract

12

12

Taller lines are better Highest Possible Score=18

Highest Possible Score=18

Maternity Leave Healthcare Benefits Paid Vacation Paid Sick Days Posted Safety Record 40 Hour Work Week

Made in Canada Compiled: 11.15.15

EARTH EARTH E1 E2 E3 E4 E5 E6

M1 M2 M3 M4 M5 M6

12/18 Taller lines are better

P1 P2 P3 P4 P5 P6

MONEY

PEOPLE

E1 Water Reclaimation

M1 Living Wage

P1 Maternity Leave

E2 Renewable Energy E3 Certification E4 Recycling Policy

M2 Organized Labor M3 Mandatory Overtime M4 Paid Overtime

P2 Healthcare Benefits P3 Paid Vacation P4 Paid Sick Days

E5 Agency Reporting E6 Is It Recyclable

M5 Community Giving M6 Labor Contract

P5 Posted Safety Record P6 40 Hour Work Week

12/18

Water Reclaimation

Renewable Energy

Certification

Recycling Policy

Agency Report

Recyclable

Living Wage

Organized Labor

Retirement Planning

Paid Overtime

Community Giving

Labor Contract

Maternity Leave

Healthcare Benefits

Paid Vacation

Paid Sick Days

Safety Record

40 Hour Work Week

MONEY PEOPLE

Made in Canada Compiled: 11.15.15

DELIVERABLES 63

Label Final The label serves two purposes: to provide the overall impact that externalized costs had on the production of a product and a binary system that provides context (did the producer have a maternity policy, yes or no, etc).

The binary system was chosen because finding exact externalized cost numbers could be difficult or impossible. The yes/no system uses a broader metric and that higher level information is more likely to be available. It also is easier to understand (knowing an hourly wage does not provide local context for what that means).

Available to workers Not available to workers

The Awareness Index is the sum result of the categories on this label.

Nov 15, 2015

2

PLANET

Reporting

Unraveling the global impact of your closet

A gatefold hang tag may not always be the ideal way to display the Label Conscious tag. Although these two versions (with the same form factor and different materials) sacrifice some information, they are smaller and designed to be adaptable to more situations. The sticker would be a good choice for shoe boxes that are stacked vertically with very little facing display space.

The alternate hang tags is half the size of the gatefold version and would work well on accessories or other very small items.

Unraveling the global impact of your closet

PLANET MONEY PEOPLE

2

Certification Recyclable Renewable Reclamation

8 Awareness Index

Alternate Label

2

MONEY

Living Wage Paid Overtime Unions Fair Trade Retirement

4

PEOPLE R X

40 Hour Week Safety Record Paid Sick Days Healthcare Maternity

8

Awareness Index

64 LABEL CONSCIOUS: THESIS PROCESS

2

8

4

Awareness Index

CHAPTER 65

PEOPLE

ons

Fair Trade

0

Retirement

0

R X

40 Hour Week Safety Record Paid Sick Days Healthcare

Maternity

The Awareness Index is the sum result of the categories on this label.

Available to workers

PLANET

4

Not available to workers

Awareness Index

Nov 15, 2015

ess Index esult of the n this label.

PLANET

4

Not available to workers

MONEY Reporting

PEOPLE

4

Recyclable

Renewable

4

Reclamation

Living Wage Paid Overtime

8

R X

40 Hour Week Safety Record Paid Sick Days Healthcare

Maternity

Unions

Fair Trade

The Awareness Index is the sum result of the categories on this label.

Available to workers

5

Retirement

40 Hour W

PLANET

1

Not available to workers

Certification

Recycla

40 Hour Week Safety Record Paid Sick Days Healthcare

Matern

Awareness Index

Reporting

Nov 15, 2015

MONEY

ification

Recyclable

Renewable

PEOPLE

0

Reclamation

Living Wage Paid Overtime

Unions

PEOPLE

e Paid Overtime

are

Certification

PEOPLE

Unions

Fair Trade

Retirement

5

Fair Trade

0

Retirement

R X

12

R X

40 Hour Week Safety Record Paid Sick Days Healthcare

Maternity

The Awareness Index is the sum result of th categories on this lab Available to workers

Not ava to work

Awareness Index

Nov 15, 2015

9 Maternity

The Awareness Index is the sum result of the categories on this label.

Available to workers

PLANET

Not available to workers

Awareness Index

5

MONEY Reporting

Certification

Recyclable

Renewable

5

Reclamation

Living Wage P

Nov 15, 2015

MONEY

1

PEOPLE Living Wage Paid Overtime

Unions

Fair Trade

Retirement

2

40 Hour Week Safety Record Paid Sick Days Healthcare

The Awareness Index 66 result LABELofCONSCIOUS: THESIS PROCESS is the sum the PLANET categories on this label.

Available to workers

Nov 15, 2015

Not available to workers

4

Reporting

3

R X

Maternity

Awareness Index

MONEY Certification

Recyclable

Renewable

Reclamation

2

Living Wage Paid Overtime

Unions

Fair Trade

Retirement

T

MONEY Reporting

Certification

Recyclable

Renewable

nity

x he bel.

Living Wage Paid Overtime

13

R X

Week Safety Record Paid Sick Days Healthcare

able

2

Reclamation

PEOPLE

Maternity

Unions

Fair Trade

The Awareness Index is the sum result of the categories on this label.

Available to workers

4

Retirement

R X

40 Hour Week Safety Record Paid Sick Days

PLANET

0

Not available to workers

Awareness Index

Reporting

Certification

Recyclable

Renewable

Recla

Nov 15, 2015

MONEY Renewable

Reclamation

2

PEOPLE Living Wage Paid Overtime

1

Unions

The Awareness Index is the sum result of the categories on this label.

Available to workers

Fair Trade

1

Retirement

4

R X

40 Hour Week Safety Record Paid Sick Days Healthcare

PLANET

1

Not available to workers

Awareness Index

Maternity

Awaren

MONEY Reporting

Certification

Recyclable

Renewable

2

Reclamation

Living Wage Paid Overtime

Nov 15, 2015

PLANET

0

ailable kers

MONEY Reporting

Certification

Recyclable

Renewable

0

Reclamation

PEOPLE

Paid Overtime

Unions

Fair Trade

Retirement

5

PEOPLE Living Wage Paid Overtime

Unions

Fair Trade

0

Retirement

15

R X

40 Hour Week Safety Record Paid Sick Days Healthcare

Maternity

40 Hour Week Safet

The Awareness Index is the sum result of the categories on this label Available to workers

Not availab to workers

Awareness Index

Nov 15, 2015

The Awareness Index is the sum result of the categories on this label.

Available to workers

Not available to workers

PLANET

0

MONEY Reporting

Certification

Recyclable

Renewable

Reclamation

2

P Living Wage Paid Overtime

Unions

Fair Trade

Retirement

Nov 15, 2015

PEOPLE

4

10

R X

40 Hour Week Safety Record Paid Sick Days Healthcare

Maternity

The Awareness Index is the sum result of the categories on this label.

Available to workers

Awareness Index

Nov 15, 2015

Not available to workers

CHAPTER

PLANET

1

67

Reporting

Certification

R

App Iterations If the label is the heart of this project then the app is the brains. This is what returning testers will interact with over time to make connections between the things they buy.

App icons

68 LABEL CONSCIOUS: THESIS PROCESS

The app is where shoppers will spend time after using the label by adding items to their closet, viewing the closets of friends and other shoppers using Label Conscious.

DELIVERABLES

69

Early iterations: Fall 2014

The Label Conscious app is an integral part of this project, it is the piece that shoppers will spend the most time engaging with. The app is a social platform that is used to enter recently purchased clothing that carries the Label Conscious hang tag.

A key insight from early user testing is that maintaining a static header and footer navigation bar is useful in making the app easier to use and seem more familiar.

The app is exploring ways for adding social connections and aspects of gamification that are self-evident. The idea is not to force game play onto the users, but to let them engage with how they use the app at their own pace.

70

LABEL CONSCIOUS: THESIS PROCESS

DELIVERABLES

71

Ongoing iterations: Spring 2015

72

LABEL CONSCIOUS: THESIS PROCESS

The function of the closet is to demonstrate how clothing purchases made over time are connected. Most users admitted that they did really know how much clothing they had or what they actually needed in the future. There’s a sense that by going shopping their needs will be met through a process that they thing they have control over.

The closet is not intended to be a catalog of a user’s existing closet. It is a place to enter purchases made using the Label Conscious label that are gamified with a point and badge system.

DELIVERABLES 73

Early paper prototyping this app made it clear that users cared very little about gamification aspects of how they interacted with their closets. Social connections between friends and the ability to search for similar clothing were the most sought after additions to the app.

This app shares some basic similarities with Instagram, a place where users have a photo album and friends have their own photo albums. Testers wanted to search for clothing, view closets and make comparisons to what their friends were doing.

74

LABEL CONSCIOUS: THESIS PROCESS

DELIVERABLES

75

76

LABEL CONSCIOUS: THESIS PROCESS

The screen in the upper right corner of this page is an example of what a closet entry would look like after a user uploads a photo of their clothing. They care take the photo themselves or find a photo online and upload it. Giving users control over their closets is a good real world idea. There are not many examples of this in this book because the photo quality could vary so widely that it would not make for a clean presentation.

DELIVERABLES

77

App Final Although the label is the foundation of the experience, the app is where people will spend much more time analyzing their impact as a shopper. The app will also provide context for the impact that past shopping decisions has had on the world.

This is also a place where people can compare themselves to friends or people that are willing to share their information within the online Label Conscious community. These relationships could help reinforce desired behavior and help motivate future purchase decisions that are aligned with their values.

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LABEL CONSCIOUS: THESIS PROCESS

Although Label Conscious can be obtained, this is not something that someone can win at. There are gamified components, but that’s not the main goal.

The app is about bringing a narrative to the global impact of shopping.

CHAPTER 79

80 LABEL CONSCIOUS: THESIS PROCESS

CHAPTER

81

82 LABEL CONSCIOUS: THESIS PROCESS

CHAPTER 83

84 LABEL CONSCIOUS: THESIS PROCESS

CHAPTER 85

86 LABEL CONSCIOUS: THESIS PROCESS

CHAPTER

87

Transit Takeover Ads This will be the target audience’s most likely first encounter with Label Conscious. Since they work and/or live in urban centers and use mass transit at least a few times a week, placing this campaign in a urban transit takeover format will be an effective way to reach them.

the platform level. The upper level ads bring attention to the colors and icons and introduce the project’s name.

What these ads are trying top accomplish is to arouse curiosity to learn more on the website and ultimately get the app and start using the Label Conscious hang tags.

The ads are designed to introduce the subject matter of this project (externalized costs) with a layered process of discovery with the most concrete information displayed on

When these pants were made… were toxins released into the environment? labelconscious.org

When this shirt was made… did workers have access to health insurance? labelconscious.org

88 LABEL CONSCIOUS: THESIS PROCESS

When these boots were made… did workers have access to health insurance? labelconscious.org

When these pants were made… were workers paid a living wage? labelconscious.org

When these jeans were made… were toxins released into the environment? labelconscious.org

DELIVERABLES

89

When these clothes were made… were toxins released into the air?

Know what you’re getting yourself into labelconscious.org

When these clothes were made… were workers paid a living wage?

Know what you’re getting yourself into labelconscious.org

When these clothes were made… did workers have health insurance?

Know what you’re getting yourself into

R X

labelconscious.org

90

LABEL CONSCIOUS: THESIS PROCESS

Unravel the global impact of your closet labelconscious.org

$10

$60

Why is one dress six times more expensive than the other dress?

$10

$60

Why is one shirt six times more expensive than the other shirt?

Unravel the global impact of your closet labelconscious.org

Unravel the global impact of your closet labelconscious.org

DELIVERABLES

91

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LABEL CONSCIOUS: THESIS PROCESS

CHAPTER 93

labelconscious.org

Bringing awareness to your clothing

Planet. Money. People.

Unravel the global impact of your closet labelconscious.org

94

labelconscious.org

Save the Planet One shirt at a time

labelconscious.org

Unravel the global impact of your closet

LABEL CONSCIOUS: THESIS PROCESS

Planet Money People

11

Pick one

Awareness Index

How does your dress compare?

How does your shirt compare?

labelconscious.org

Pick all

Planet Planet People

labelconscious.org

3 Awareness Index

labelconscious.org

Find your Path

Money People People

labelconscious.org

DELIVERABLES

95

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LABEL CONSCIOUS: THESIS PROCESS

CHAPTER

97

Website Iterations The purpose of the site is to introduce this project and drive people to the app. Early iterations of the site had it duplicating the same functions as the app. It became clear that the site should serve a different purpose from the app and that each component would be stronger if they served a specialized purpose.

The site is more like a brochure that is thoroughly reviewed once and then serves as a reference source in the future.

The site is designed to take advantage of it’s available screen real estate and more long-form reading.

98

LABEL CONSCIOUS: THESIS PROCESS

One other key function of the site was to setup a new account and select an archetype to help frame the user experience. User testing made it clear that setting up an account and using archetypes was completely unwanted.

This is another strong reason to take the site in a different direction where the long-term focus is on the app.

DELIVERABLES

99

100 LABEL CONSCIOUS: THESIS PROCESS

DELIVERABLES 101

Website Final The final website serves two purposes: to house all of the research materials and required thesis coursework assignments alongside a functioning prototype of the project, as it would appear in the real-world.

102 LABEL CONSCIOUS: THESIS PROCESS

A one question quiz on the site will introduce the Label Conscious badge to a new user and demonstrate how the Index Awareness rating numbers are used to gamify clothing purchases.

Another desired outcome is to give users a sense of how much effort it will take to reach Label Consciousness. By giving them a few free points the hope is to make the badge system more easily understood.

DELIVERABLES 103

Web site in situ Desktop Tablet Mobile (horizontal

Since some users might be viewing this project for the first time in a web browser, the label and it’s function is introduced as if it was being viewed for the first time.

106 LABEL CONSCIOUS: THESIS PROCESS

The site’s main goal is to introduce the app, explain it’s features and provide a link to test out the prototype. The badge system and gamification components are outlined too.

Plausible real-world examples for where to find Label Conscious would likely begin with clothing manufacturers that operate private label stores.

Paths Taken could be viewed as a testimonial for this project. My thinking is more in line with displaying how Label Consciousness has be reached with clear examples.

DELIVERABLES 107

Bumper This video introduces the Label Conscious signature and suggests that there is global connection behind the mission of foundation. The intent is to draw a parallel with the famous Earth rise photo taken by the Apollo astronauts in 1968.

Soundtrack Sound is an important element that helps to retain engagement in this short video. Sound creates an important distraction that helps with the flow of the video and animation elements. Without sound it’s too easy to get hyper analyze what’s happening on the screen. Sound in space? Yes, thanks to Hollywood sound in space is expected. What I’ve tried to do is create a soundtrack that seems to fit the motion. This isn’t an attempt to create something realistic, my intention is for the soundtrack to become transparent and not draw attention to itself as it believably blends into the overall short video.

108 LABEL CONSCIOUS: THESIS PROCESS

DELIVERABLES 109

110 LABEL CONSCIOUS: THESIS PROCESS

CHAPTER 111