A new study by The Green Factor identifying Dell as the leading Green IT Brand caused me to look back at a post I wrote during CES where I asked, what makes an electronic product green? I’m still not clear on what makes an electronic product green, but this recent study got me thinking green again.
I was not surprised by a quote on the Green Factor site that said, “Apple held its position in the top five for designing products that are perceived to have a green look and feel.” The perceived look and feel of a product as being healthier due to its packaging was a common theme I heard from consumers while working as a brand consultant for consumer packaged goods (CPG) companies. Take a stroll down the grocery aisle and you will see a growing number of items packaged to resemble the natural, homemade, artisan look and feel in hopes of conveying a healthier product to the consumer regardless of the product’s ingredients.
I hope it does not only take the perception of green for IT buyers to believe a product is green, however if it does I would not be surprised to see more IT products packaged and designed to look as though they belong on the shelves of Whole Foods vs. the shelves of Best Buy. A few trends you may expect to see if the IT packaging world follows the CPG world:
• Less is more in both packaging and text.
• Packaging that lets you see the product.
• Products packaged and designed in warm, natural colors not loud vibrant colors.
• Use of the phrase “Made with Recycled Materials” without noting the true % of recycled goods included.
• Labels only containing words you can pronounce.
While the majority of grocery shoppers are easily persuaded by the look and feel of packaging, consumers are becoming more educated about the importance of the ingredients inside. I encourage IT manufacturers to go beyond the green perceived look and feel when promoting green products and educate the consumer on why their product truly is green.
How does your company market green?
