As it’s shown in the first part of this chapter, the brands, producers of alternative milk, stood out from the beginning. Here we want to focus on the way they communicate themselves and if there is any relationship with the perception of the users.
The choice of the brands it’s made thanks to the first extraction of pictures’ users contents and we consider the only two brand which are present in both #almodmilk and #coconutmilk research.
On the basis of the captions’ analysis, done for the first 100 users’ pictures, it’s proved that there are two brands of milk alternatives among all the hashtags used, in common between #almondmilk and #coconut mil: @lovemysilk and @so_delicious.
The selection of the last 100 pictures published by each brand is done searching their usernames on websta.me and copying the URLs on import.io, keeping the images’ URLs and the hashtags in the captions. The pictures are manually extracted, through a screenshot and a Photoshop’s action, that cut them, because none of the tools does it accurately.
For each brand, all the pictures are divided in self-produced or regrammed from others. It’s determined the mood that the brands want to spread, sorting the images by their mean value of brightness, obtained with Photoshop, and identifying the most emerging materials.
The two graphs are mosaics of 100 images each, sorted by brightness: on the top-left corner there’s the highest value, on the down-right corner there’s the lowest one.
The menu allows to visualize just the images with a single material or the partition of all of them in self-produced by the brand and regrammed by the brand from others.
As shown in the underlying graph, out of 200 images taken by @lovemysilk and @sodelicious, the most common material is wood, that is present in more than half of them, followed by ceramics and fruits and plants. Around a fourth of them has glass and fabric.
By consequence it’s deducible that both brands try to communicate themselves through a familiar atmosphere, as natural as possible.
