One of the world's greatest tragedies has been the depletion of fish from the oceans. Not only is this a massive attack on biodiversity, it is a threat to the food supply of 3.1 billion people. I developed this campaign to combat the overfishing of endangered species of fish that are commonly eaten. The goal of the brand is to create consumer behavior change through information and activation.
Smart Seafood is a hypothetical brand that sells a variety of fish in stores across the United States. Unlike other seafood distributors, Smart Seafood only sells fish species that have healthy stocks in the wild and are sustainable for human consumption. By attaching a distinct label and wrapping the fish in a bright blue paper, the product is differentiated not just from other fish in the same species, but all the fish in the display. It is a premium product for premium consumers who care about taste, freshness and sustainability. Buying Smart Seafood is a commitment to the health of the oceans and the health of our families.
A Design based on Psychological Principles
The Fogg Behavior Change Model is a methodology for designers to inspire change in the consumers. The thinking is based on the principles of human psychology, essential truths about the way humans shift their perception and behaviors. In short, to have the maximum impact on consumers, three factors need to be established at the same time: Motivation, Ability, and Trigger.
This campaign has been built around behavior change thinking and optimized for the emotional responses associated with buying and cooking a new food. Carefully curated components of the user journey address each of the three behavior change factors needed for long-term conversion.
One example is providing a recipe card with all Smart Seafood fish. This is a direct response to an insight gained through user interviews. Many consumers have a fear of changing a routine, even if they know that it isn't sustainable. The recipe card provides a range of cooking information, including a fully developed recipe, cooking times and temperatures and even a wine pairing. Providing this extra guidance plays right to the ‘Ability’ component of behavior change theory, not only informing consumers but building their belief and confidence in cooking new foods.
Another component of this campaign is the brand website featuring recipe guides, infographics and sales information. This has a responsive design so it can be referenced at the market or at home. The lack of negative language and visuals on the site is intentional, creating an aspirational brand that feels hip, healthy and fresh as opposed to most brands in the space that are preachy and negative in their worldview.