Konsten att påverka med design : En fallstudie av kampanjen #VÅRTHAV

Sammanfattning: At a time when changing habits are advocated for both personal and collective goals, knowledge from several scientific disciplines can be used for communication. In order for people to break old habits and create new ones, they may in some cases need a push in the right direction. With nudging one can in different ways help people take decisions more easily and make choices with the goal that it will benefit the individual or the collective, but in some cases there’s a risk that the one who initiates the nudge uses it for their own benefit. Through a case study of the #OURSEA campaign, initiated by Moomin Characters Ltd., in collaboration with the John Nurminen Foundation, this thesis intends to investigate and identify how nudging is used to convey information and change behaviors. The analysis is based on the behavioral science theory nudging. To go in depth, suggestions are given on how the campaign can develop communication based on the theoretical framework in relation to graphic design. Throughout the text, a critical discussion is held about the material and about how and when the graphic designer has a responsibility regarding the use of the theories. The results show how nudging can also be used in graphic design, despite the fact that the subject and the connection between the two disciplines have not previously been thoroughly explored in regards of each other.