Select your visual language: A button that changes visual communication based on cultural background
Project and article by Tong Lo and Lee Chaewon
The effectiveness of visual language being used to facilitate sustainable practices and behaviours differs depending on the cultural context. In this research, we aim to gain insight into the features of visual communication being used in sustainable restaurants regarding use of plastic bags and food containers, by creating comparisons between two cities: London and Singapore. Our findings are consolidated in an app that shows two versions of visual identity for the same hypothetical cafe.
1. Use of signage as reminders
While restaurants in Singapore use explicit signage and campaigns with slogans like BYOB (Bring your own bag) to call for sustainable actions, similar forms of visual cues are rarely found within restaurants in London. Instead, the restaurant’s commitment to sustainability is subtly communicated through the overall aesthetic of branding and interior design, such as common use of natural materials like wood and bamboo, as well as colours in shades of green, brown and yellow.
2. Who takes responsibility?
Restaurants in London usually put up prices that include charges for take-away options. Charges for containers and packaging are usually not indicated anywhere in the menu. The store’s owners would take responsibility to provide for greener options by placing wooden/bamboo cutleries on the counter, which had led to a significant drop in single use, disposable plastic. Whereas in Singapore, customers are expected to pay for the extra charges on take-away options as part of a governmental policy. While styrofoam is still widely accepted, this has certainly encouraged customers to bring their own lunch boxes and reusable bags when collecting take away food.
3. Tone and language of communication
As part of our survey, we explored the tones of language being used in messages that urges people to recycle and reuse. In our findings, we noticed the propensity for informal language that is short, succinct and humorous. Puns, personification and provocation of emotions are amongst the most popular and effective literary techniques being used.
