The project investigates the interdisciplinary field of psychology and marketing, where the halo effect on labels affects our daily purchase decisions unconsciously.
Project Video
Abstract
Halo Mart is a project that investigates the interdisciplinary field of psychology and marketing, where the halo effect on labels is affecting our daily purchase decisions, unconsciously. As living in such a consumption-driven society, we are all making a lot of purchasing decisions everywhere and every time. However, some psychological effects are influencing our daily purchasing behaviors, and the halo effect on labels is one example, especially in the context of “greenwashing”. Although the halo effect was first discovered and applied to physical attractiveness, it has since been gradually utilized by corporations as one of their marketing methods. The halo effect of labels is an example that has long been used to explain perceptual biases in consumer research, where labels are the salient cue that triggers the misperception. In other words, labels lead customers to form overall evaluations, especially favorable ones, from one core attribute, guiding inferences about other unknown or missing attributes. There exists a halo effect on labels, and biodegradable is one of the examples where consumers may misperceive other attributes unrelated to biodegradability as also being good. This halo effect on biodegradable labels is becoming far more effective for branding because of the public's raising awareness about the environmental-friendly issues. We now can see the trend of a largely increasing amount of “recycling”, “biodegradable”, “wasted plastics made” tags everywhere in famous brands. However, are they really good for the environment? Also, are they really providing better products? It is hard to say, and will be a more necessary topic to be discussed in the future society. By packaging design, I’m trying to mimic a real shop and where you can experience a whole shopping and purchasing process, and I called it an ArtSurvey. And users would see the results of their choices with a data visualization. And by gathering all the data, hopefully, we will see the trend of how halo effects on biodegradable labels are in fact affecting our decisions.
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