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Understanding the secondary functions of packaging : UK domestic reuse. SHIPTON, Janet M. Available from Sheffield Hallam University Research Archive (SHURA) at: http://shura.shu.ac.uk/20359/ This document is the author deposited version. You are advised to consult the publisher's version if you wish to cite from it. Published version SHIPTON, Janet M. (2007). Understanding the secondary functions of packaging : UK domestic reuse. Doctoral, Sheffield Hallam University (United Kingdom).. Copyright and re-use policy See http://shura.shu.ac.uk/information.html Sheffield Hallam University Research Archive http://shura.shu.ac.uk I Sheffield SI 1WB 101 876 063 6 Return to Learning Centre of issue Fines are charged at 50p per hour 1 2 MAR 2008 3>Pi REFERENCE ProQuest Number: 10701005 All rights reserved INFORMATION TO ALL USERS The quality of this reproduction is dependent upon the quality of the copy submitted. In the unlikely event that the author did not send a complete manuscript and there are missing pages, these will be noted. Also, if material had to be removed, a note will indicate the deletion. uest ProQuest 10701005 Published by ProQuest LLC(2017). Copyright of the Dissertation is held by the Author. All rights reserved. This work is protected against unauthorized copying under Title 17, United States Code Microform Edition © ProQuest LLC. ProQuest LLC. 789 East Eisenhower Parkway P.O. Box 1346 Ann Arbor, Ml 48106- 1346 Understanding the Secondary Functions of Packaging: UK Domestic Reuse Janet Margaret Shipton Ph.D. Sheffield Hallam University 2007 Abstract This thesis describes a programme of research that provides an understanding of the effect of time and space on the processing and reuse of packaging by consumers. It seeks through ethnographic research techniques and design evaluation to propose a conceptual framework for understanding the phenomenon of packaging reuse in the UK. The study recognises that many consumers creatively ‘misuse’ packaging without ‘explicit persuasion or reward’ and aims to gain a greater understanding of the way consumers take meanings from objects and find secondary uses for them to suit their own needs whether born out of necessity or playfulness. While much research investigates consumers' attitudes to branding strategy and packaging design to increase product sales, there is little evidence of work carried out that looks into the post-purchase issues of how consumers interact, reuse and dispose of packaging within their domestic environment. The study takes the constructionist perspective that meaning of objects is created through interaction and use. It is also broadly phenomenological in its approach, with the objective to leave behind, or escape, the conventional mind-set of design - where designers are accustomed to commanding and specifying the form of the material world. This research requires the prosaic processes of consumption to be witnessed, but from a design perspective, bringing with it an understanding of the effect of changes to the form and function of objects. The study is based on a user-centred design approach and is interested in the way consumers behave with packaging, in order to provide effective approaches for designing for consumer interaction and reuse. Evaluation of existing and new designs was appropriate to this study and allowed frequent testing and analysis of the findings from the various research exercises. The designs were represented in 2D and 3D pack formats and evaluated using observation and semi-structured interviews. The study builds on a broad range of literature and develops themes particular to packaging in the areas of consumption, material values, the functions of objects, consumer types and ultimately presents theories regarding consumer behaviour when using and processing products and packaging within the home. The contribution of this study is an understanding of how three main elements affect packaging reuse: the design of the object, the context/ environment the object is within, and the consumer type. Through evaluation of the research data, a scheme is presented that provides new knowledge as to the spatial and temporal aspects of packaging reuse. It presents the types of further functions UK consumers can recognise in packaging once its primary function is over, and how designers can build opportunities for reuse into packaging design. The findings are useful to those interested in packaging design strategy, sociological researchers interested in aspects of consumption, and researchers from wider disciplines. The thesis also provides insights into consumer behaviour, their attitudes to material objects and acceptance of waste that are relevant to those interested in sustainable design, however the principal outcomes of this study are new insights into consumer practices, that may influence design decisions in the packaging industry and more widely. Understanding the secondary functions of packaging: UK domestic reuse. 1 Acknowledgments I would like to express my gratitude to the many people who have contributed and assisted in developing this research. I wish to thank my supervisory team at Sheffield Hallam University for the support, guidance and patience, Doctor Tom Fisher and Professor Chris Rust who have provided me with professional knowledge and the encouragement to keep going. I would also like to thank my other professional colleagues in Design Futures, who indulged my need for time to do the work, and for their encouragement throughout this study. I would like to thank my husband and my family and friends for having faith in me and providing me with love and support. Finally I would like to dedicate this to my Mum. Understanding the secondary functions of packaging: UK domestic reuse. Contents Contents Abstract............................................................................................................................. 1 Acknowledgments..............................................................................................................2 Contents............................................................................................................................3 Table of figures..................................................................................................................7 Chapter one: Introduction.................................................................................................10 Why this study?............................................................................................................10 What is meant by the term packaging reuse?..............................................................11 Why reuse is significant?..............................................................................................13 What is the theoretical framework for this study?.........................................................15 What the thesis contains..............................................................................................15 What are the main contributions from this study?.........................................................17 Chapter two: Literature and contextual review................................................................. 18 Introduction..................................................................................................................18 Who are the interested parties?................................................................................... 18 The wider literature, beyond design and industry.........................................................25 Categorisation and sorting of the object....................................................................... 26 Transformation of the object........................................................................................ 28 Material Values............................................................................................................31 Attachment...................................................................................................................33 The functions of packaging...........................................................................................36 Symbols of identity.......................................................................................................39 Consumers’ motivations.............................................................................................. 40 The spatial context for reuse....................................................................................... 44 Conclusions from the wider literature........................................................................... 46 The industry literature and contextual review................................................................... 48 Introduction..................................................................................................................48 The packaging industry and related parties.................................................................. 48 Relevant Industry literature...........................................................................................50 Design Practice Review and Literature............................................................................ 56 The Consumer as the Designer................................................................................... 58 Design Literature Conclusions..................................................................................... 60 Literature Review Summary and Conclusions.............................................................
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