A qualitative research on greenwashing from Assoc. Prof. Dr. Sezgin Savaş and a Visual Communication Design undergraduate student!

Visual strategies guiding consumer perception in poster designs examined
 
The paper titled "Examination of the Greenwashing Phenomenon in the Context of Poster Design: An Analysis Based on Design Criteria," authored by Reyyan Ravza Eryılmaz and Assoc. Prof. Dr. Sezgin Savaş, reveals through a qualitative perspective the role of visual and linguistic strategies used by brands in poster designs to construct an "environmentally friendly" image.
 
In addition to using fundamental design principles from the literature (Message, Message-Image Integrity, Verbal Hierarchy, and Noticeability), two new criteria aimed at analyzing the phenomenon of greenwashing were included in the research: Environmental Claim-Evidence Consistency and Use of Green Imagery. Expanding existing form- and narrative-focused design criteria to include discursive and ethical dimensions, the study comparatively analyzed a total of six campaign posters belonging to two different brands operating in two different sectors.
 
Manipulative nature of green image and ethical design discussions
 
The research findings indicated that brands frequently make use of verbal messages, natural imagery, predominantly green-toned color choices, and nature symbols associated with products to create an environmentally focused image. Although a positive relationship between the brand and nature was constructed through strong visual elements in the examined posters, concrete and verifiable evidence supporting these environmental claims was found to remain in the background of the communication. By exposing the manipulative nature of greenwashing practices in visual communication design, the study aims to draw attention to ethical design discussions and consumer awareness.
 
As the Istanbul Gelişim University Faculty of Fine Arts, we congratulate our Vice Dean Assoc. Prof. Dr. Sezgin Savaş, who guided our student with his academic mentorship, and our undergraduate student Reyyan Ravza Eryılmaz for conducting a successful study, and wish them continued success in their academic endeavors.