Parsons School of Design

BFA Communication Design

Thesis 2017–18

Andrea Latimer
Buy Ethical

In first-world countries, bought goods are consumed on a daily basis. Sometimes the consumers of these goods are responsible, sometimes they are extravagant and sometimes they are wasteful. The goal of “Buy Ethical” is to make consumers more aware of their habits as well as show the consequences of living an overly indulgent lifestyle. There are a lot of things people can do to lessen their impact on the environment. Some of these things are easy, like recycling water bottles. Some of these things are hard, like cutting down the amount of clothing that is purchased per year. Deciding to change everyday consumption habits is up to the individual, but nothing can be done if no one knows what they are buying. Americans take in information and advertisements everyday, telling them to buy products and eat certain foods. What is not being said is what the advertisements and labels are leaving out. Buy Ethical proposes that consumers should be given the right to know what exactly they are buying by putting this information right on the packaging or label of the product. A conventional price tag will say how much an item costs and what size it is, but the Buy Ethical symbol system will add to that. The symbol system provides the buyer with information on the sustainability of the product and visually offers important information on what matters most: its impact on the Earth.

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Parsons School of Design
BFA Communication Design
Thesis 2017–18