Designers
Designers
Designers
TrustTail
A transparency system that builds emotional trust in petfluencer fashion marketing
Key Words
Designers
Xinyi (Anni) Liu
SUMMARY
This project explores how petfluencers shape Gen-Z fashion decisions through emotional trust rather than direct promotion. I studied why pet content feels more authentic as pets become “family” for young consumers. Using desk research, surveys (n=30), and interviews, I found a gap between perceived authenticity and purchase behavior. I developed TrustTail, a simple transparency label system that communicates sponsorship in a warm, human way. Testing showed users trust content more when disclosure feels clear and emotionally aligned. This project shows how design can turn honesty into a strategic advantage.
challenge
A major challenge was the gap between emotional trust and real purchase action. While Gen-Z users perceive petfluencers as highly authentic, this trust does not consistently translate into buying behavior. Through surveys and interviews, I found that over-commercialization reduces credibility, while unclear sponsorship creates discomfort. Another challenge was balancing transparency with emotional tone. Traditional #ad disclosures feel cold and disruptive, which weakens the emotional connection that makes petfluencers effective. This revealed an opportunity to redesign disclosure as part of the experience, not an interruption.
Outcome
This project resulted in TrustTail, a simple transparency label system designed for petfluencer fashion content. The label communicates different levels of sponsorship in a clear and emotionally aligned way, replacing traditional #ad disclosures. It directly addresses Gen-Z’s need for authenticity and clarity, while helping petfluencers maintain trust and brands communicate honestly without disrupting emotional storytelling. By integrating transparency into the viewing experience, the outcome reduces skepticism and strengthens long-term engagement across platforms.
MEET THE Designers:
Xinyi (Anni) Liu