Strategic design in communication sustainability in Natura Ekos packaging

Abstract

This article discusses the communication of sustainability in packaging by conducting an empirical research based on the analysis of media processes of the Natura Ekos line. By using the approach of the strategic design from the perspective of sustainability, the analysis uses the system of representation Natura Ekos Guarana packaging as its study object. As the basis for the method, an inherent analysis of the package has been made, relying on Jensen (1997), McLuhan (2007) and Frascara (2004) theoretical considerations about symbolic meanings, content, noises and redundancies in the medium and the message and graphics elements present in the package, such as images, graphics and texts. The analysis provides reflections which may potentiate the effects of meaning produced by the visual communication of the object of study, emphasizing aspects of sustainability, considering the redundancies and the noises produced in the messages. The study also raises questions about the effectiveness of communication and symbolic representations contained in the package. It is considered that the ideas presented contribute to the strategic design in the development of projects that aim at the focus on sustainability as a value-added packaging in the daily lives of different layers of the Brazilian society besides the beauty and the protection of products.

Keywords: strategic design, communication, sustainability, symbolic meanings.