THE IMPACT OF GREENWASHING ON THE FORMATION OF CONSUMER TRUST IN ECO-FRIENDLY BRANDS IN GRAPHIC DESIGN

Abstract

The aim of the article is a comprehensive study of the impact of greenwashing practices in graphic design on the formation of consumer trust in brands with an environmental positioning, in particular through a detailed analysis of visual and verbal means of communication that shape perceptions of the environmental friendliness of products. Special attention is paid to examining how design functions as a tool for constructing consumer perception, influencing not only the emotional response of the audience but also their cognitive evaluations and behavioral decisions in the process of product selection. Within the scope of the study, the mechanisms of interaction between color, typography, composition, and visual symbols are also considered, which are capable of enhancing the persuasiveness of a message or, conversely, creating an illusion of environmental friendliness without real substantive grounding. Particular emphasis is placed on identifying the key techniques through which environmental responsibility is imitated in graphic design. In this context, the role of eco-labeling is examined as an important channel of communication between the brand and the consumer, which, when used reliably, can increase the level of trust by informing about the actual environmental characteristics of products, but in the absence of clear standards may turn into a tool of manipulation and deception. The article is also aimed at identifying contradictions between the visual representation of “environmental friendliness” and the actual characteristics of the product, as well as analyzing how these discrepancies affect the level of consumer trust, the formation of critical thinking, and changes in their behavior patterns in the context of the modern marketing environment. Thus, the study aims not only to describe existing problems but also to outline the basis for further improvement of design and communication strategies aimed at increasing transparency, reliability, and ethical interaction between the brand and the consumer.