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Abstract
The sales of native plants cannot compete with the sales of non-native plants. Further, fall and winter sales of immature and hibernating plants in containers are even lower at retail and wholesale plant nurseries in the United States despite these seasons being the best time to plant. The low sales during the fall and winter seem to be the result of a lack of consumer interest due to the plants’ negative visual appearance, but the real reason is consumers’ misunderstanding of these plants. In addition, most plant labels do not provide adequate information to consumers and rely too heavily on photos of flowers. This research designs a new labeling system to communicate healthy, vigorous, and aesthetic aspects of plants in strong roots, growth over time, all seasons, design features, and a brochure design that is based on their ecological and functional virtues. A survey was conducted of master gardeners in Georgia to test the potential impact of the new labeling system. Results indicate increased interest in purchase and deeper understanding of plants’ uses, even during dormant months.