Final Book Cover and Layout Design

Picture of Yerba Buena Gardens. No sign of litter, water fountains designed for reusable water bottles, and a food court nearby (Metreon) that has three bins. 

Book layout heading will alternate between blue and green, the colors of zero waste. 

About the Poster

Professor went over what the poster for this research should look like. It is basically a summary/outline of your research process that can, for example, be split up in sections or as a form of a timeline.

For the most part, he would like something like "The Cooking Experience", "A Benchmark For The Aging Community".

Looking at the problem, solutions, unique presentations. Three phases, break it down.

Individual consultation

Individual consultation with Professor Gomes. Notes transcribed:

• Two key components:

1. Comparative, acknowledge whats out there. Is it suitable for audience? 
2. Inspiration.

• Cite research/comparatives.
• Identify depth of research. 
• Stage and substantiate what you're doing.
• Momentum, expectation, step by step
• PSA, promotional shown at orientations.
• Scope of limitations: obervations
• Show a vector image/finished product.

Individual Consultations

Met with Professor Gomes today to follow up on prototype. Explained how I was led to my solution through observations, research, and talk with panel of experts.

Feedback: To put together stages of research process that led to solutions + conclusion.

Sketches refined

Panel Expert Meetings

Meeting with Michelle G and Professor Singer was done today for further feedback. Bold is what the researcher says/asks.

Notes transcribed from quick discussion with Michelle:

What is working? 

• Waste bin signs
• "From what I've seen, the waste bin signs work. However, three bins alone don't solve the problem, there needs to be a good education system around it; good signs.
• "What works the best when it comes to sorting trash are monitors. Having that person to person connection is the greatest educational tool. Unfortunately its not economical."

Notes transcribed from meeting with Professor Singer in regards to various solutions:

• Trademark issue with pop culture. 
• What's the age gap? 
• Be specific!
• Look at advertising, how do they break it up?
• Do they become aware of it (zero waste) to change their behavior to do something specific?
• (What's the) call for action?  

For kids to know what goes in what bin and be inspired to do it. Usually (children) influence   

their parents to do something or think its a good thing and think its normal. I know an early childhood specialist to discuss this with. 

• So the goal for San Francisco is for Zero Waste in 2020, that's 7 and a half years from  now. Ideally, you want to think about young adults to practice this. 
• For your solution with children, check who the target audience is, the message, to know what to do and be inspired to do it. 
• Jingle works, re-craft it. 
• Go right away to making it. 

Reply received from Psychology Panel Expert

Ms. Lan,

The push for zero waste in San Francisco is certainly a great goal for the city to work towards, and hopefully with the implementation of ideas such as yours, this goal will get closer to becoming a reality in the not so distant future. Perhaps the integration of several of your ideas would be a more cohesive sort of city-wide program. Several of your ideas could compliment each other and bring attention to the movement in a variety of ways, undoubtedly reaching several different demographics within the city’s population.

Considering the size and diversity of a large city like San Francisco, I would absolutely agree that the use of a color-coded sorting system would be one of the most fundamental steps towards a more proactive city-wide stance on zero waste. With color-coded bins mandated by the city, I think a more repetitive acknowledgement of “green = recycling”, “red = compost”, “blue = disposable garbage” would become second nature to individuals. And if color-coding were adopted by the city, it could be enforced by city waste workers only picking up the correctly color coded bins. 

As for the confusion of certain materials being inappropriately sorted, maybe you can bring some of those elements into your other ideas (i.e. make a segment of the animation focus on commonly incorrectly sorted materials)?

Your idea on pop-culture reference posters is also something that would definitely grab the attention of those within younger demographics. Similar to the Celebrity READ campaign developed by the American Library Association, the city or state-wide campaign would be eye-catching, conversational, topical, and would reinforce the larger picture of the movement. Perhaps a way around the potential copyright issues would be for city or state officials to contact those who own the rights to said products or trademarks, and if they are not cooperative then find other endorsements? Maybe celebrity endorsements like those in the READ campaign that allude to what the celebrity is known for without outright portraying it (like the READ campaign’s Twilight references?)

I think the idea for a stop-motion animation would be very effective, especially if more alternative versions could be condensed to for commercials. The full-length animation could be shown as part of educational programming on local stations, could be used within the school system at the appropriate grade levels, and would be a great educational tool that may make kids more invested in doing their part in appropriate waste management. 

The issue with a smart phone game may be the issue of development, which has to go through a rigorous procedure before being put in the Apple AppStore. The length and time that would have to go into development might not be worth the fleeting interest users may potentially have with the sorting game, but it could nonetheless be another tool in the larger scope of the proposed zero waste program. A positive thing to note about the app is that it would be the only proposed “interactive” type of marketing where users could test their knowledge about the intricacies of sorting waste (like the type of issues that you brought up in your first point).

All in all, I think your ideas are something that should definitely be considered in a city or state-wide program that would undoubtedly make the step towards zero-waste that much more achievable. Please email me if you have any more questions and best of luck with your thesis.

Meghan H.

Another meeting with Cathy

Another discussion setting with the researcher's marketing panel expert in regards to various design solutions. 

Notes transcribed: 

1. Maybe a mandate or incentive for companies to produce the them like a tax break. Good solution in itself. May be difficult/expensive to print. Needs to be more accessible.
2. (Would need) permission.  
3. Audience is limited to (those with) smartphone/internet access. (If you were to go with this idea, maybe a) QR code (that would give you more information). 
4. Limited access to reaching a certain amount of folks. 

Lyrics (Second Draft)

If it was once alive,

In the compost it will thrive

Paper, plastic, and a soda can

In the blue that's the plan

But a plastic bag,

That goes to landfill what a drag

Received feedback from Cathy that it would be better to encourage reusing a plastic bag. 

Ideation and sketches

Here are concept sketches of the four proposed solutions for this study:

A user followed up on my survey telling me how difficult they find sorting their used materials and if only there was some kind of color communication between it and the color of the bins or bags even. I thought it would be incredibly helpful if all the materials were simply color coded with a simple symbol shown as such. 

Some materials already properly label their materials (ex. greenstripe) and normally materials that can be composted are labeled as such. On the other hand, just one simple symbol to look out for can simplify the process more. There is the issue of other colors accompanying the item but can be easily resolved by putting it on the bottom. 

Pop culture referenced posters. Many consumers can easily recognize an well known icon when they see one and while these posters may not be comprehensive in educating users in zero waste, it will certainly grab their attention and stick in their minds. 

A lot of (laughs) positive feedback from users was given for this idea. Laughter is a very useful tool to use when wanting to associate things positively to something. Some issues that may arise out of this is simply the issue of copyright. 

A smartphone game called "Sort It!" It would be a free, fun video game that could appeal to all ages and the levels would consist of being presented an item and having a time limit to figure out which bin it would go to. For example, an eaten apple would appear and the user would have only five seconds to figure out it goes in compost. If a user is presented a paper cup and plastic lid, they would have only seven seconds to figure out the lid goes in recycle and the cup into compost. 

The game can be extended onto facebook for further viral marketing and competition amongst friends. 

For the purposes of this blog post, only key sketches will be shown for this solution. 

Last and not least, one other idea would be a stop motion clay animation, also entitled "Sort It!". This video would serve as both semi-educational and creating awareness for zero waste. Much inspired by School House Rock's "Conjunction Junction", a catchy jingle would be played throughout the video. 

The only limitation thus far given this solution is the time limited to create even a prototype so a motion block of it may be used instead. 

Some things I took note of from today: 

• Make sure to include elements (such as color scheme, typeface, etc) 
• Format it to go in your chapter 3
• Make sure to scan

Lyrics (First Draft)

Lyrics for proposed stop motion animation. 

If it was once alive,

In the compost it will thrive

Paper, (Hard) plastic, and glass

Don't give the blue bin a pass

But for things like a juice box and plastic bag

It goes to landfill what a drag

E-mail sent to Psychology panel expert

Dear Meghan H, 

Hi, this is Rebekah Lan, thank you so much for the previous e-mails. I would like to request your aid once again. 
I conducted a survey and I have found that 2/3rd of participants ranged from not aware to “sort of” having an idea. In addition, pictures were the most effective in communicating, and that close to the example labels, word of mouth is how they learned. Knowing this, I have came up with four solutions of which I would greatly appreciate your input on.  

1) Color coded trash with symbols.
A user has followed up with my survey saying how difficult it is to sort trash and it would greatly help if the materials were the same color as the bin they are supposed to go to. Some things are already labeled properly or even have the recycle logo on it to indicate if where it would go but it is not necessarily the case always and from my observations, there is a common mistake of recycling a compostable paper cup with its recyclable lid and straw or vica versa. So perhaps if it was merely color coded, it would be effective along with the color distinguished bins. 

2) Idol-based posters
Basing this on the survey result of “word of mouth” being one of the methods of how people learned how to sort trash, I felt something that would catch a person’s attention easily and stick with them would be effective. The main purpose of this is to simply get the words of “zero waste” out there and into people’s minds so that they would ideally do some personal research of their own or be more conscious of what they’re doing in regards to sorting their materials. 
3) Flash/App/Smartphone game 
A smartphone video game entitled “Sort It!” that, as the name suggests, meant to educate and to enjoy. 

4) Clay-based animation
This solution is in hopes to educate and entertain. The inspiration for it was School House Rock’s Conjunction Junction with a catchy song. Along with a jingle, there would be a simple animation of a character would be sorting trash. The whole idea behind this is to simply get the awareness of it along with a simple demonstration. It also falls in the theme of the whole eco-attitude what with the use of clay, an earth based product. 

I look forward to your response and thank you so much for taking the time to read this. Thank you. 

~Rebekah Lan

Phone Interview

Phone interview with Zero Waste panel expert: Andrew D. Has a contact with Westfield Mall. Notes transcribed:


Hello Mr. Dmitriew, thank you for giving me the opportunity to call you today. As I told you in my e-mail, I am studying on zero waste and am doing a case study on Westfield Mall’s food courts with a few comparatives. Can you tell me what you know about The Food Emporium and The Food Emporium Express? 

Westfield Mall has a unique situation, one of the most unique I’ve seen. IEM, they’re a national trash firm, they have a contract with Westfield so they manage the trash for them. They are some hiccups but they’re doing a pretty good job. The durable thing is they have washable silverware which is admirable. Thankfully, most of the food bins go to compost. The staff are trained so if there are water bottles in the bins, they take it out. They have a hydrapulper which is designed to take food scraps and paper. It gets mixed with water and becomes viscous. 

Eventually the pipe connected to the hydropaulper ends up going into the compost pipe, so there’s a watering system that removes the water, gets treated, and gets put back into the system to be reused.

What is the recovery rate of food scraps at The Food Emporium?

I would say 85, almost 90%.  

So I noticed that The Food Emporium Express however, uses disposable plates and forks with only one type of waste bin in sight. Is there a reason for this difference with The Food Emporium? 

We weren’t involved so the recovery rate is significantly nonexistent. 


What can you tell me about Stonestown Galleria as I know their food court has it all with the three colored bins, signs, and even a demonstration video. 

At Stonrstown, its a whole different management firm. There is no contract and nobody is bussing those tables. Consequently, it is more contaminated than The Food Emporium. This is because, the thing is, with any public system, there is a challenge. There is a turnover and a lot of staff but people don’t know the San Francisco system. When they started, we initally had a staff monitoring it. Right now, they completely rely on participants.

What is the recovery rate of Stonestown?

I would say 40-50%, 60% if I’m being optimistic. 

In your opinion, what do you think would work on striving towards Zero Waste? 

Yeah its an ongoing thing. For one. trying to get everyone, all the vendors to buy compostable silverware but everyone has different needs. Another would be issuing fines to tenants who don’t participate in composting and recycling and having a gatekeeper within to check if they have the right material. For Westfield, we’ve been encouraging management to do some signage. The corporate office avoids the three bins for aesthetic reasons. They say that no design works for them. 

Thank you for taking the time to discuss this with me Mr. Dmitriew, I really appreciate it. 

Today, got observations done.

More planning

Another session with Cathy B., marketing panel expert. Ideation. Notes transcribed: 

• Word of mouth
• Video > Jingle animations > blip 
• Imaginary dreamworlds. Character: this is how you (sort)
• Jingle i.e Conjunction Junction. 

Reply received from Psychology panel expert.

Ms. Lan,

I believe that much of what we learn begins at home and the type of environments we are brought up in. Children tend to emulate what their parents do - if they eat healthy and are brought up in a family that chooses healthier eating options, that child is potentially more likely to make those same choices when left to their own fruition. Perhaps it is similar with recycling. By reinforcing these sorting techniques, especially in a multi-step program that emphasizes the importance of proper waste management, sorting trash may be woven more into both the lives of adults and children, and have the potential to be reinforced more at home.

It is tough to determine whether mandating is the step that would have to be necessary to achieve zero waste in the near future. I believe that education is the first step that should be taken, but to reinforce it might be necessary to mandate color-coded bins. One might not be entirely independent of the other for success in the long-run of the program.

I hope this helps with your research. Feel free to contact me if you have any follow up questions.

Meghan H.

Survey Question and Link

Link to survey.

Do you know what zero waste is?
Yes
No
Sort of

If "sort of" write what you know (optional):

How often do you look at the labels above each bin to see which trash you're supposed to put in?
All the time
Often
Not that often
Only if I have time
Never

If at all, what makes it easy for you to identify which trash goes in which bin?
a) The pictures
b) The Words
c) Both
d) None of them
e) Other (fill out please)

How did you learn about which trash goes in which bin? Check all that apply.
a) From labels
b) Personal research
c) Word of mouth
d) Other (fill in)


How old are you?

Are you from the San Francisco Bay Area? (If no, please fill out where you're from)
Yes
No, I'm from (fill in)

Do you practice zero waste elsewhere? (Check all that apply)
a) At home
b) At work
c) At school
d) Other (fill in)


What is your gender?
Male
Female


3. Is it important for you to know which trash/material goes in which of the three bins (Trash,
Recyclable, and Composable)?
Yes
No
Other (fill in)

4. How often do you guess which trash goes in which bin?
All the time
Often
Not that often
Never



On a scale of 1-10, 1 being the most difficult and 10 being the easiest, how difficult do
you find identifying which trash goes in which bin?

E-mail sent to Psychology panel expert

Dear Meghan H., 

Hi, this is Rebekah Lan, thank you so much for agreeing to be my panel expert on Psychology for my Research and Development class. We were to locate a problem, conduct research, and come up with a solution based on our findings. In the city of San Francisco, we aim for zero waste; landfill diversion and avoid use of incinerators. According to SF Environment, we have exceeded our goal of zero waste over 75% by 2010 and hope for 100% by 2020. We do have the three bin system separating our trash from compost, recycling, and landfill. However, some there is the matter of the practice not being put into place which can be due to the lack of awareness of the ideal that is zero waste. 

I am curious as to what your thoughts on the following:  

Why do you think despite having three distinguished bins, accompanied with examples, and even a demonstrative video still causes some consumers to ignore them even when they’re not in a rush? 

Do you think that if more people were aware of what “zero waste” is, would it encourage them to adapt to such a lifestyle if feasible? Or would it have to be mandated to be more effective? 

Thank you so much for your time. I look forward to hearing from you.

~Rebekah Lan

Meeting with Cathy B.

First discussion with marketing panel expert, Cathy B. Notes transcribed: 

• (Bins) are confusing for some people and pictures help. 
• Metreon food court have no signs
• Would help if all restaurants are in conversation with each other. Some have materials that are corn based. 
• Its a communication issue. 
• Time how long they stare at the label (if at all). 
• (Your solution) can't be confusing and should focus on pictures which are universal. 
• If materials were color coded, there is the issue of brands. 
• Check bin placement quality. 
• Are the employees educated? Do people ask? 
• (For survey) ask what made it it easy? The pictures, words? Word of mouth? Did they pick it up from somewhere? 
• Do they do it at work? 
• Are you from the Bay Area? 
• Do you generally sort? 

Notes taken during session with Cathy (first two from the left), General notes for class (right)

We reviewed family presentations

Went over how to approach the research (I like, I wish what if)

Went over midterm

Notes

• Use third person for research, design, don't personalize it
• Remember to include significance 
• midterm helps with getting into formatting
• 
  

Timeline

Timeline, finalized. Illustrations based on process of recycling. 

     

Sketch/draft for timeline.