Due to the power requirements for today's microprocessors, point of load converter packaging is becoming an important issue.   Traditional thermal management techniques involved in removing heat from a printed circuit board are being tested as today's technologies require small footprint and volume from all electrical systems.  While heat sinks are traditionally used to spread heat, ceramic substrates are gaining in popularity for their superior thermal qualities which can dissipate heat without the use of a heat sink.  3D integration techniques are needed to realize a solution that incorporates the active and components together.  The objective of this research is to explore the packaging of a high current, high power density, high frequency DC/DC converter using ceramic substrates to create a low profile converter to meet the needs of current technologies. One issue with current converters is the large volume of the passive components.  Increasing the switching frequency to the megahertz range is one way to reduce to volume of these components.  The other way is to fundamentally change the way these inductors are designed.  This work will explore the use of low temperature co-fired ceramic (LTCC) tapes in the magnetic design to allow a low profile planar inductor to be used as a substrate.  LTCC tapes have excellent properties in the 1-10 MHz range that allow for a high permeability, low loss solution.  These tapes are co-fired with a silver paste as the conductor.  This paper looks at ways to reduce dc resistance in the inductor design through packaging methods which in turn allow for higher current operation and better heavy load efficiency.  Fundamental limits for LTCC technologies are pushed past their limits during this work.  This work also explores fabrication of LTCC inductors using two theoretical ideas: vertical flux and lateral flux.  Issues are presented and methods are conceived for both types of designs.  The lateral flux inductor gives much better inductance density which results in a much thinner design. It is found that the active devices must be shielded from the magnetic substrate interference so active layer designs are discussed.  Alumina and Aluminum Nitride substrates are used to form a complete 3D integration scheme that gives excellent thermal management even in natural convection.  This work discusses the use of a stacked power technique which embeds the devices in the substrate to give double sided cooling capabilities.  This fabrication goes away from traditional photoresist and solder-masking techniques and simplifies the entire process so that it can be transferred to industry.  Time consuming sputtering and electroplating processes are removed and replaced by a direct bonded copper substrate which can have up to 8 mil thick copper layers allowing for even greater thermal capability in the substrate.  The result is small footprint and volume with a power density 3X greater than any commercial product with comparable output currents.  A two phase coupled inductor version using stacked power is also presented to achieve even higher power density. As better device technologies come to the marketplace, higher power density designs can be achieved.  This paper will introduce a 3D integration design that includes the use of Gallium Nitride devices.  Gallium Nitride is rapidly becoming the popular device for high frequency designs due to its high electron mobility properties compared to silicon.  This allows for lower switching losses and thus better thermal characteristics at high frequency.  The knowledge learned from the stacked power processes gives insight into creating a small footprint, high current ceramic substrate design.  A 3D integrated design is presented using GaN devices along with a lateral flux inductor.  Shielded and Non-Shielded power loop designs are compared to show the effect on overall converter efficiency.  Thermal designs and comparisons to PCB are made using thermal imaging.  The result is a footprint reduction of 40% from previous designs and power densities reaching close to 900W/in3. / Master of Science

Esta investigación analiza el rol de los elementos identitarios de Cusco en la construcción gráfica de empaques para las marcas cerveceras regionales. Por ello, se planteó como hipótesis que estos elementos identitarios son utilizados principalmente para transmitir los conceptos y valores pertenecientes a la cultura cusqueña. Asimismo, estos ayudan a consolidar la marca en el mercado, fidelizando a los consumidores y diferenciándose de sus competidores. Esta investigación se centró en el análisis cualitativo por medio de fichas específicas a cinco marcas de cervezas nacidas en Cusco, delimitándolas bajo un criterio de conveniencia, donde se buscó que cada una resalte por el uso de los elementos identitarios cusqueños en diferentes estilos gráficos. Asimismo, se complementa los resultados de la ficha con diferentes entrevistas a expertos claves.  Como primer resultado se encontró la tendencia por utilizar los elementos identitarios cusqueños para contar una historia. Además, se resaltó que el uso de la ilustración es un estilo predominante y estandarizado en este rubro. Esto podría no generar la diferenciación necesaria para despertar el interés del usuario en la cerveza. De la misma manera se destacó, que la transformación de estructura o de la etiqueta es un factor resaltante para diferenciarse de otras cervezas. Finalmente, se concluyó que el rol de estos elementos principalmente radica en conceptualizar una parte de la historia de la cerveza. Además, busca contextualizar de forma visual al usuario en un lugar específico, por lo que, al utilizar códigos visuales de una localidad se crea una estrategia de diferenciación. / This research analyzes the role of the identity elements of Cusco in the graphic construction of packaging for regional beer brands. Therefore, it was hypothesized that these identity elements are used mainly to transmit the concepts and values ​​belonging to the Cusco culture. They also help to consolidate the brand in the market, building customer loyalty and differentiating itself from its competitors. This research focused on the qualitative analysis by means of specific files to five brands of beers born in Cusco, delimiting them under a criterion of convenience, where it was sought that each one stands out due to the use of Cusco identity elements in different graphic styles. Likewise, the results of the file are complemented with different interviews with key experts. As a first result, there was a tendency to use Cusco identity elements to tell a story. In addition, it was highlighted that the use of illustration is a predominant and standardized style in this area. This may not generate the necessary differentiation to spark user interest in beer. In the same way, it was highlighted that the transformation of the structure or the label is a highlighting factor to differentiate itself from other beers. Finally, it was concluded that the role of these elements mainly lies in conceptualizing a part of the history of beer. In addition, it seeks to visually contextualize the user in a specific place, therefore, by using visual codes from a locality, a differentiation strategy is created. / Trabajo de investigación

As sustainability becomes an increasingly critical consideration for businesses, the need for effective sustainability assessment tools and software has grown substantially. This master thesis aims to address this problem by exploring various available tools on the market which are used to measure the sustainability impact of packaging solutions and materials used in their production. The primary objective of the current work is to develop a comprehensive framework that evaluates sustainability assessment solutions based on the level of comprehensiveness and usability they possess by applying the context of small and medium-sized businesses. The findings reveal four distinct clusters within the framework: Good output, Best practice, Easy-to-use, and Best avoided. Each cluster represents a combination of comprehensiveness and usability characteristics, offering insights into the strengths and limitations of various tools. Additionally, the study identifies key factors that contribute to the comprehensiveness and usability of these tools, such as data requirements, user involvement, and assessment functionalities. The study can be used to assist organizations in making informed decisions when selecting sustainability assessment tools, while the taxonomy and the proposed framework would allow businesses to choose tools which align with their specific needs and goals, thereby facilitating effective assessments and driving sustainable change forward. Lastly, the study highlights the importance of considering the trade-off between usability and comprehensiveness, helping organizations find a balance in the software that aligns with their strategic objectives. / I takt med att hållbarhet blir ett allt viktigare övervägande för företag har behovet av effektiva verktyg och mjukvara för hållbarhetsbedömning ökat avsevärt. Denna masteruppsats syftar till att ta itu med detta problem genom att utforska olika tillgängliga verktyg på marknaden som används för att mäta hållbarhetseffekten av förpackningslösningar och material som används i deras produktion. Det primära målet med det pågående arbetet är att utveckla ett omfattande ramverk som utvärderar hållbarhetsbedömningslösningar baserat på graden av övergripande och användbarhet de har genom att tillämpa sammanhanget för små och medelstora företag. Resultaten avslöjar fyra distinkta kluster inom ramen: Bra resultat, Bästa praxis, Lätt att använda och Bäst undvikas. Varje kluster representerar en kombination av heltäckande och användbarhetsegenskaper, vilket ger insikter om styrkorna och begränsningarna hos olika verktyg. Dessutom identifierar studien nyckelfaktorer som bidrar till dessa verktygs heltäckande och användbarhet, såsom datakrav, användarmedverkan och bedömningsfunktioner. Studien kan användas för att hjälpa organisationer att fatta välgrundade beslut när de väljer verktyg för hållbarhetsbedömning, medan taxonomin och det föreslagna ramverket skulle göra det möjligt för företag att välja verktyg som är anpassade till deras specifika behov och mål, och därigenom underlätta effektiva bedömningar och driva hållbar förändring framåt. Slutligen understryker studien vikten av att överväga avvägningen mellan användbarhet och heltäckande, vilket hjälper organisationer att hitta en balans i programvaran som är i linje med deras strategiska mål.

This study is about finding methods for reusing of packaging from Elekta's product "Leksell Gamma Knife ICON" with Circular Economy as the focus. There is no process for this today. The important thing is the analysis of the entire supply chain from Suppliers to customer and then back to Suppliers to get general ideas about what the problems are and then to draw conclusions for the opportunities that exists. The methods used are analyzes if it is cost-effective and environmentally efficient to transport back packaging to the Suppliers who handle these packaging. Costs for the return process have been calculated, which is Supplier work, packaging costs, packaging costs and transport costs. Transport emission in the form of carbon dioxide equivalents have been calculated in the return process. Carbon dioxide equivalents have been calculated for the manufacturing of new packaging and transport by road and ship. The calculated values in the return process are compared with how Elekta is doing today during the process of packing LGK as well as delivering to customers to identify if it is effective to implement a new return process. A solution proposal that fulfils the requirements from an environmental and economic perspective is reported. Environmentally, it is reduced by 459 CO2eq number of carbon dioxide equivalents with transport from the US, 457 CO2eq from China and 1185 CO2eq from Europe. Financially, the company saves 17 190 SEK with transport from the USA, 19327 SEK from China and 18 126 SEK from Europe. / Denna studie handlar att om att hitta metoder för återanvändning av emballagen från Elektasprodukt ”Leksell Gamma Knife ICON” med Cirkulär ekonomi som fokus. Det finns ingen process för detta i dagsläget. Den viktiga är analysen av hela försörjningskedjan från leverantör till kund och sedan tillbaka till leverantörer för att få generella uppfattningar om vad problemen befinner sig och där ifrån dra slutsatser för möjligheterna som finns. De metoder som används är analyser om det är kostnads- och miljöeffektivt att transportera tillbaka emballage till de leverantörer som hanterar dessa emballage. Kostnader för returprocessen har beräknats vilket är leverantörsarbete, emballagekostnader, arbetskostnader och transportkostnader. Transportutsläpp i form av koldioxidekvivalenter har beräknats i returprocessen. Koldioxidekvivalenter har beräknats för tillverkning av nya emballage samt transport med lastbil och fartyg. De beräknade värden i returprocessen jämförs med hur Elekta gör idag under processen att packa LGK samt leverera till kund för att identifiera om det är effektivt att implementera en ny returprocess. Ett lösningsförslag där kraven uppfylls ur ett miljömässigt och ekonomisk perspektiv redovisas. Miljömässigt minskas det med 459 CO2eq antal koldioxidekvivalenter med transport från USA, 457 CO2eq från Kina och 1185 CO2eq från Europa. Ekonomiskt sparar företaget på 17 190 SEK med transport från USA, 19327 SEK från Kina och 18 126 SEK från Europa.

Under de senaste åren har intresset för hållbarhet ökat avsevärt, där miljömedvetna produkter efterfrågas allt mer i samhället. Då ett socialt ansvar har vuxit fram hos konsumenterna behöver även marknaden anpassa sig till denna efterfrågan. Denna trend går att se i stor utsträckning inom livsmedelshandeln där företag dagligen konkurrerar med varandra om att tillfredsställakundens behov. Det blir därför av stor vikt för företag att kunna kommunicera sina ändamål genom valet av färg, form och material. Inom grön marknadsföring finns det ännu ett outforskat område där konsumentens uppfattning av produkter med attribut som förmedlar en grön image inte har studerats på djupet. Denna studie undersöker därför hur konsumenter uppfattar förpackningsdesign som producenterna avser kommunicera miljömedvetenhet. Detta utförs genom en kvalitativ forskningsmetod för att få en djupare förståelse för konsumentbeteendetoch beslutsprocessen vid köp av dryck med grön image. Studien genomförs i Stockholm och består av fyra semistrukturerade fokusgruppsintervjuer med respondenter i åldrarna 22–30 år. Studien visar på att trovärdighet verkar var den mest avgörande faktorn vid köpbeslutet hos konsumenter. Trovärdigheten går att koppla till en god kommunikation som på ett tydligt sätt ligger i linje med vad produktens står för. Designattribut som kan förmedla miljömedvetenhet på ett tydligt sätt är färgen brun, en matt yta, vikning med sparsam användning av material, oredigerade fotografier, illustrationer som har en betydelse samt en minimalistisk design med färre textrutor. Unikt för studien är att tendenser går att se som tyder på att yngre konsumenter upplever att färgerna vit, grön och blå associeras med en äldre generation och deras uppfattning om vad som kommunicerar hållbarhet. Vidare forskning kan undersöka mer om ett eventuellt paradigmskifte mellan generationernas uppfattningar av färg och om konsumenterna uppfattar designattribut olika utifrån kulturella och sociala skillnader. / The interest in sustainability has grown during recent years, where environmentally conscious products are increasingly more in demand in society. As social responsibility has emerged for consumers, the market needs to adapt to this demand. This trend can be seen widespread in the food industry where companies compete with each other daily to satisfy the consumer needs. It therefore becomes of great importance for the company to be able to communicate their purpose through the choice of colors, shapes and materials. There is yet another unexplored field in green marketing where consumers' perspectives of products with attributes that convey a green image has not yet been studied in depth. This study therefore examines how consumers perceive packaging design that producers intend to communicate environmental awareness. This is carried out through a qualitative research method in order to gain a deeper understanding of consumer behavior and the decision-making process when buying beverages with a green image. The research takes place in Stockholm and consists of four semi-structured focus group interviews with respondents in the ages of 22-33 years. The results of the study show that credibility seems to be the most decisive factor in purchasing decisions among consumers. Credibility in design can be linked to a good communication that is clearly in line with the product's value. Design attributes which can convey this environmental awareness are the color brown, a matte surface, folding with sparse use of materials, unedited photographs, illustrations that convey meaning and a minimalistic design with less text. Unique to this study is that trends can be seen that indicate that younger consumers experience that the color white, green and blue are associated with an older generation and their perception of what communicates sustainability. Further research can investigate more about possible paradigm shifts between generations´ perceptions of color and whether consumers perceive design attributes differently based on cultural and social differences.

Per- and polyfluoroalkyl substances (PFAS) have been manufactured and used in differentapplications for several decades, including food packaging materials. During the last 20 yearsthese compounds have been acknowledged as hazardous for humans and the environment, anddifferent regulations on PFAS have been established on both national and international levels.Companies started to phase-out long-chain PFAS, including both PFOA and PFOS, around 20years ago. Since PFAS are persistent, this cause concerns both for our health and theenvironment, as well as possible PFAS contamination in new products due to the recycling ofmaterials. The aim of this study was to find an effective method to extract PFAS from differentfood packaging materials; analyze the samples for their extractable organofluorine (EOF)content using combustion ion chromatography; as well as analyze targeted PFAS in the samplesusing ultra-high performance liquid chromatography tandem mass spectrometry. The findingsof this study suggest that none of the selected samples had EOF contents above the Danishindicator value of 20 mg/kg dw TOF set to determine whether PFAS has been intentionallyadded to a material, and that only two samples exceeded the limit of detection for EOF. Atakeaway bowl made out of 100% sugarcane contained the highest EOF content while the outerpackaging of a cereal box contained the second highest EOF. Both PFOA and PFOS, alongwith other long-chain PFAS were detected in a majority of the samples. The lowest total PFASconcentrations when analyzing for targeted PFAS was detected in the sugarcane take awaybowl. The highest total PFAS concentration was detected in an egg carton, followed by theouter packaging of a cereal box (same as above) and the outer box of a waffle mix. The targetedPFAS was detected in almost all samples, with PFNA and 6:2 diPAP being the most frequentlydetected PFAS. PFCAs, PFSAs, FTSAs, FOSAAs and PAPs were detected in a majority of thesamples. The highest concentrations were measured for diSAmPAP in a majority of thesamples. Mass balance calculations of the sugarcane bowl showed that the targeted PFAS onlyaccounted for 0.04% of the extractable organofluorine content. In conclusion, none of thesamples displayed EOF contents higher than the Danish indicator value, suggesting that noneof the samples were intentionally treated with PFAS. However, targeted PFAS analysis of thesesamples showed that they still contain PFAS, that could be further recycled along with therecycling of paper and board food packaging materials. Considering the persistence of PFASand that these compounds can remain in the recycling chain, with the risk of also being releasedinto the environment, it is of importance that PFAS is not introduced in any of the stages in apaper or board containers life cycle.

Volvo Construction Equipment is one of the leading construction machinery manufacturers in the world. To stay amongst the leaders, research and development projects for new technologies are crucial. The most important path of development today is the reduction of emissions produced by these heavy duty vehicles. To tackle this challenge, several technologies are already used in industry. One example are hybrid machines that combine a conventional diesel engine with batteries, resulting in reduced engine size and pollutants. Another option are full battery-electric vehicles, which can reduce the on-site emissions to zero. The electrochemical processes within batteries are however comparable slow and result in long recharge times. A new focus of development within the industry are hybrid systems combining fuel cells and batteries. Since hydrogen can be refueled almost as fast as convenient fuel, it solves the issue of long recharge times. Additionally, the reaction is emission free, since there is no combustion process and the only byproduct that is emitted from the fuel cell is chemically clean water. This thesis aims to propose an architecture and packaging solution to replace the diesel engine in a large size wheel loader with a fuel cell power system. This also includes all respective auxiliary systems, i.e. energy storage, cooling and electric systems. Achieving the same performance as a conventional large size wheel loader as well as keeping the spatial envelope the same are the main objectives of this work. To achieve these goals, an extensive study on the most common drive cycles is carried out to understand the power demand of the machine. After the selection of an energy storage system based on a MATLAB simulation script, a cooling system is modelled and scaled to fulfill the operating requirements of the different components. Eventually, all systems are modeled and installed into the wheel loader in CATIA V5. The study showed, that the new system architecture of the vehicle can be fitted into the existing engine bay with a slight extension of the rear frame and hood. Two power optimized batteries are combined with one fuel cell. Hydrogen tanks with a filling volume of 478 [L] can be installed in the machine, covering 50% of the customer population curve without degradation of performance. This includes one refill of the wheel loader during the day. The performance parameters match the conventional machine up to a high degree, concluding that the conversion of a large size wheel loader into a fuel cell powered wheel loader is feasible.

Marketing aimed towards children under the age of 12 is prohibited in Sweden. Packaging design has a crucial role from a marketing perspective as it might be the only way to reach this target group. The purpose of this study is to analyze how graphic design and visual communication differs when it is aimed to children and adults. This essay also examines how media characters are used in marketing of health products targeted towards children and adults to create synergies. The use of media characters in packaging design results in two different types of synergies. The first type is the synergy between two brands when the collaboration benefits them by mutually increasing their legitimacy. The other type of synergy occurs when marketing of a product is designed to simultaneously reach two different target groups: children and adults.

The Paenibacillaceae family of bacteria includes two species known to infect the hives of honeybees, Paenibacillus larvae and Brevibacillus laterosporus. P. larvae, the causative agent of American Foulbrood (AFB) causes a lethal infection of honeybee larvae, while B. laterosporus is a secondary invader following European Foulbrood (EFB) infection. Increasing antibiotic resistance of P. larvae bacteria has prompted a search for alternative treatment methods for this disease. Bacteriophages are the most diverse life forms on earth and can provide important insights about the bacterial hosts they infect. However, few Paenibacillaceae phages have been isolated or characterized. In this study, the first B. laterosporus phages are characterized with respect to host range, structural morphology, and sequence similarity. The isolation and characterization of many P. larvae field isolates together with 38 novel P. larvae phages made possible the first broad phage typing study of P. larvae. Phage typing data indicated that P. larvae strains tested could be categorized into one of two groups. Comparative genomics of bacteriophages was made easier by modifying Phamerator to make it broadly accessible and usable to phage researchers throughout the world. Additionally, raw sequencing data can now be used to identify phage DNA packaging strategies that are indicative of a phage’s physical ends. Using these data, phage genomes can be published in an orientation and complementarity that reflects the physical structure of the phage chromosome, providing order and consistency that will benefit all future phage researchers.

Medan många företag ställer om till grön produktion och marknadsför dessa gröna initiativ, utnyttjar vissa företag denna trend genom greenwashing, vilseledande marknadsföring som inte håller det som lovas. Trots att greenwashing är ett allvarligt problem för samhälle, företag och individ, finns väldigt lite forskning, specifikt kring greenwashings visuella uttryck, eller executional greenwashing.Studien ämnar att, genom en kvalitativ textanalys med ett multimodalt vidgat textbegrepp, utifrån retorik och semiotik, baserat på Ledin och Machins (2018) förpackningsanalys delområden, undersöka hur greenwashing kommer till uttryck. Detta undersöktes genom bland annat appellform, konnotationer och andra visuella metoder. I studien analyserades förpackningarna till Arvid Nordquists kaffe, Classic Gran Dia och Schwarzkopfs hårfärg, Natural & Easy, 570.I studiens teoretiska ramverk och tidigare forskning diskuteras hållbarhetskommunikationen hos förpackningsdelar som exempelvis produktmärkningar, bild, text, form och färg, där olika relevanta teorier förs in och exemplifieras med greenwashad eller grön marknadsföring. Även marknadsföringens designprinciper tas upp, och relevanta teorier runt tolkande, mottagare och kontext lyfts.Den första forskningsfrågan sökte svar på vilka retoriska och visuella metoder som framkom inom greenwashing. Analysen visar att appellformerna framkom på liknande sätt på både en grön och en greenwashad förpackning. Ethos framkommer genom produktmärkningarna, medan pathosargumenten framkom mestadels i bild. Textbaserade argument tenderade att vara logos. Konnotationernas samspel med produktens faktiska egenskaper och logiska argument avgör huruvida kommunikationen upplevdes som grön eller greenwashad. I studiens delar som förklarades greenwashade återfanns bland annat konnotationerna gamla tider, natur, oförändrad, äkta, oskyldigt, ekologiskt, kvinnligt, handgjort, organiskt, personligt, enkelt, modernt, tradition och hantverk. Greenwashing framkom genom brist på transparens och otydlighet om återvinningsbarhet. Greenwashing framkom i textbaserad argumentation som föreföll bland annat vag, vilseledande och hade förväxlingsbar formulering. Greenwashing framkom också genom visuell låg läsbarhet och förändrad läsordning genom bland annat användandet av versaler, gradvariation, fetstil, samt information utspridd på olika sidor.Den andra forskningsfrågan fokuserade på relationen eller skillnaden i uttrycket mellan grön och greenwashad. Den greenwashade förpackningen använde naturliga konnotationer fanns i större utsträckning. Det blev också tydligt att textens förmåga att förändra intrycket av en bild som greenwashad beror på om deras budskap samspelar. Det fanns även en uttalad skillnad iförpackningarnas läsbarhet, vilket kan användas strategiskt för att erbjuda en alternativ, grönare tolkning. Genom produktmärkningarna har vi också sett att gröna och greenwashade förpackningar verkar knyta an till den en grön samhällsdiskurs.De observerade relationerna eller skillnaderna mynnade ut i den tredje forskningsfrågans efterfrågade potentiella implikationer med rekommendationer för utformningen av grön marknadsföring, så som tydlighet, läsbarhet, fokus på att text och bild samspelar samt transparens. Uppmaningen till konsumenter rörde främst att inhämta adekvat kunskap om märkningar och retorisk argumentation. / Whilst many businesses transition to green production and market this initiative, some businesses instead use this green trend by greenwashing, use of misleading marketing claims that do not live up to its promise. Despite greenwashing being a serious problem for society, businesses and individuals, there is a lack of research, particularly regarding its visual expression; called executional greenwashing.This study aims to, by the means of qualitative text analysis with a multimodal, extended text concept, originating with tools from rhetoric and semiotics, based on Ledin and Machins (2018) packaging analysis area examine how greenwashing is expressed. This is investigated through the use of rhetoric appeals, connotations, and other visual methods. The study analyzed the packaging of Arvid Nordquist's coffee, Classic Gran Dia, and Schwarzkopf hair dye, Natural & Easy, 570.In the studies, theoretical framework, and earlier research, the sustainability communication of the packaging areas, for example, imagery, text, shape, and color are discussed, and relevant theories are brought in and exemplified by greenwashed or green marketing. Some marketing design principles are explained, as well as relevant theories regarding the interpretation, the receiver, and context.The first research question aimed to find what rhetoric and visual methods are evident in greenwashing. The analysis showed that appeals were used similarly within a green or greenwashed packaging design. Ethos was mainly expressed in product markings and pathos through imagery. The text-based arguments tended to use logos. The connotations interplay with the product’s actual properties and logical marketing arguments decided whether the communication was experienced as green or greenwashed. Within the studies areas that were found greenwashed, several connotations were found, for example, old times, nature, unaltered, real, innocence, organic, feminine, handmade, personal, simple, modern, tradition, and craftsmanship. Greenwashing was expressed by a lack of transparency and unclearness about the packaging’s recyclability. Greenwashing was expressed in text-based arguments that appeared vague, misleading, and used easily mixed-up phrasing. Greenwashing was also evident by low visual readability and changed reading order by the usage of uppercase, variation in letter size, bold font, and the information being spread over different sides.The second research question focused on the relation or difference in the expression between green and greenwash. The greenwashed packaging used connotations related to nature more. It also became evident that the texts’ ability to change the impression of an image beinggreenwashed depended on the communications coherence. There where a significant difference in the packaging’s readability, which could be used strategically to offer up an alternative, greener interpretation. We also saw how green and greenwashed packaging seemed to tie into a green discourse.The observed relations or differences showed potential implications, as asked for by the third research question; including recommendations for the construction of green marketing material, such as the focus on clarity, readability, coherence between image and text, and transparency. The implications for the consumer consisted mainly of advice to obtain knowledge about markings and rhetoric argumentation.