Target Audience

After exploring a range of different directions for the outcome and referring back to the possible target audience identifications, it has been identified that the most appropriate target audience would be individuals ranging from 16+. Although this is a large target audience, the outcome is not something that would benefit from having a more focused target audience. This is due to the nature of the outcomes explored as well as the overall subject of recycling. 

Recycling is something that each and every member of the population should be doing. Although this is an unlikely case, it is essential to reach out to as many individuals as possible to ensure that improvements and changes are made. 

#1

- 18, male, student

- Visits the supermarket weekly

- Buys a 5p bag on the majority of occasions as does not carry alternative bag

- Puts bag in general waste bin

#2

- 30, female, full-time accountant

- Visits the supermarket weekly to do a full shop

- Occasionally buys a 5p bag on occasions she does not carry alternative bags

- Puts plastic bags in general waste bin or reuses as a small bin bag

#3

- 56, female, teacher 

- Visits the supermarket weekly to do family shop

- Rarely buys a 5p bag as carries alternative

- Puts plastic bag in general waste bin on occasions where they are bought

Idea Generation & Prototypes

Idea Generation based around the proposal;

It has been identified that one large area of recycling that is neglected due to machinery difficulties is the plastic carrier bag. It would be extreme and a vast proposal to suggest an alternative to plastic as the material for carrier bags. Alternative methods are fabric or even paper bags. These are more expensive materials and in some cases less durable than plastic. Therefore the focus of this outcome will be how design can alter our use and perception of plastic bags and therefore encourage users to recycle in a efficient and effective way. 

Focusing the solution

Originally the proposal addressed looking into design related to the subject of climate change. The decision to narrow down the subject area to focus on recycling was due to needing more of a focus for the practical work. As climate change is such a large subject area and from researching existing creative, an alternative and hopefully more impactful approach would be to address the more smaller yet influential behaviours. Through the existing research carried out, it has been evident that there is a lack of creative around the area of recycling, apart from the generic creative that is produced by the Council. This demonstrates a gap for where graphic design could benefit society, rather than focusing on a subject area that has already been addressed. 

The Climate Tile

As well as looking at the way that graphic design influences change in society (specifically towards the environment), it is also key to research this topic in reverse. One article that demonstrates how the environment is changing design is The Climate Change Tile by Tredje Natur aims to stop cities flooding, Rima Sabina Aouf, 29 December 2016, deezen.com. 

Due to the increased amount of railfall caused by climate change, creatives are having to change the way that they design our cities through structure and layout. Tredje Natur has designed a 'new type of modular type' which has been proposed to 'help reduce flooding in cities'. The title will be firstly tested in the streets of Copenhagen. The tiles are designed to be used alongside or instead of the existing paving in the city. The article goes on to explain that 'the tiles are peppered with a system of holes, tunnels and ridges. These collect and manage rainwater, funneling it away from sidewalks - where it can cause damage - to be preferred use like irrigating nearby plantings'. So not only is the design protecting the streets of Copenhagen, but it is also a renewable energy source as the collected water will be reused. Although this is not a design solution that will overcome climate change, it is a way to "ease the problems with rainwater that cannot get away, whilst creating more urban nature in our grey streets".

This is an exact example of how climate change is changing the way that we design. This is an important direction to consider as it then goes on to how we are affecting climate change through the way that we design and through the way that we as a population of living. 

It's Not Warming, It's Dying, Milton Glaser

It's Not Warming, It's Dying campaign, Milton Glaser
Katie Treggiden, 4 August 2014, https://www.dezeen.com/2014/08/04/milton-glaser-its-not-warming-its-dying-climate-change-campaign/


Milton Glaser launched a campaign to raise awareness of climate change through the use of visual posters and button badges. The badges maintained a green to black smoke effect and have been described as suggesting 'an aerial view of the Earth with only a narrow band of life remaining.' Katie Treggident 2014. The badges are sold in sets to reduce cost as well as to encourage individuals to share the badges with others. 

- "Those of us responsible for communicating ideas to others must bear the burden of the consequences of such communication," Glaser said. "If one is looking for a purpose and theme to their life, avoiding the worst event in human history is a good place to begin."

Although the concept of this campaign is strong and demonstrates an alternative direction in which design can address climate change, if the badges were to be seen in public, others would not be aware of the cause or reason behind the badge unless engagement with the individual wearing the badge were to be approached. This could be seen as a negative to the designs as they are not reaching as many individuals as it could.