Design mix — 4-mark apply

EcoWrap produces sustainable food packaging made from recycled materials. Its packaging costs 15% more to produce than conventional plastic but is 100% biodegradable.

Using the design mix, explain how EcoWrap balances the three elements of design for its packaging.

[4 marks]

Mark scheme (AO1 + AO2):

AO1 (1 mark):

• The design mix has three elements: function, aesthetics, and cost (B1).

AO2 (3 marks):

• Function: EcoWrap's packaging must still protect and preserve food effectively — being biodegradable cannot compromise food safety or durability (B1).
• Cost: the 15% premium cost means EcoWrap must price its product higher than plastic alternatives; it targets businesses willing to pay for sustainability credentials (B1).
• Aesthetics: eco-branding (natural colours, recycled-look texture) is itself an aesthetic choice that appeals to environmentally conscious buyers and communicates the product's values on-shelf (B1).

Total: 4 marks.