YEŞİL İMAJ İNŞASINDA AMBALAJ TASARIMI: SÜRDÜRÜLEBİLİRLİK KODLARININ GÖRSEL İLETİŞİM TASARIMI YÖNÜNDEN ANALİZİ

Öz

Günümüzde çevresel farkındalığın artmasıyla birlikte sürdürülebilirlik kavramı markaların iletişim stratejilerinin merkezine yerleşmiştir. Bu dönüşüm özellikle ambalaj tasarımında kendini göstermekte; markalar çevresel sorumluluklarını görsel iletişim kodları aracılığıyla tüketiciye iletmektedir. Bu çalışmanın amacı kişisel bakım ve temizlik ürünlerine ait sürdürülebilir ambalaj tasarımlarında yeşil imajın nasıl inşa edildiğini görsel iletişim perspektifinden analiz etmektir. Araştırmada altı farklı markanın ambalaj tasarımı; görsel estetik, materyal ve biçim, söylem ve ifade biçimi ile sürdürülebilirlik kodları olmak üzere dört temel eksende incelenmiştir. Nitel araştırma yöntemleri kapsamında betimsel analiz yaklaşımı benimsenmiştir. Bulgular sürdürülebilir ambalajlarda doğal renk paletleri, sade tipografi, geri dönüştürülmüş malzeme estetiği ve ekolojik sembollerin tutarlı bir görsel dil oluşturduğunu ortaya koymaktadır. Çalışma yeşil imaj inşasında görsel iletişim tasarımının stratejik rolünü vurgulayarak sürdürülebilirlik odaklı tasarım pratiklerine kuramsal katkı sunmayı hedeflemektedir.

Anahtar Kelimeler

• Sürdürülebilirlik
• Yeşil İmaj
• Ambalaj Tasarımı
• Görsel İletişim Tasarımı

PACKAGING DESIGN IN BUILDING GREEN IMAGE: AN ANALYSIS OF SUSTAINABILITY CODES FROM THE PERSPECTIVE OF VISUAL COMMUNICATION DESIGN

Öz

With the growing environmental awareness in contemporary society, the concept of sustainability has become central to brand communication strategies. This transformation is particularly evident in packaging design, where brands convey their environmental responsibilities to consumers through visual communication codes. The aim of this study is to analyse how green image is constructed in sustainable packaging designs of personal care and cleaning products from a visual communication perspective. The research examines the packaging designs of six different brands across four principal dimensions: visual aesthetics, material and form, discourse and expression, and sustainability codes. A descriptive analysis approach was adopted within the framework of qualitative research methods. The findings reveal that natural colour palettes, minimalist typeface, recycled material aesthetics, and ecological symbols constitute a coherent visual language in sustainable packaging. By emphasising the strategic role of visual communication design in the construction of green image, this study aims to provide a theoretical contribution to sustainability-oriented design practices.

Anahtar Kelimeler

• Sustainability
• Green Image
• Packaging Design
• Visual Communication Design

Kaynakça

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