"Moyasu" and "Moyasanai."

I was at Design Inspire last week and saw these garbage bags.

Design aesthetic aside - I couldn't stop thinking about the two words:"Moyasu" and "Moyasanai."

The english says "combustible" or "non-combustible" - states that exist without us - and the Japanese translates to "burn" and "don't burn." Actions we choose.

I felt like this tiny shift from passive description to active choice changes everything about how someone approaches garbage, and a great reflection of what it actually means to write more "human". The change in words means that you're not just sorting waste into categories. You're making a decision, and you're responsible.

Many of us approach this backwards in branding all the time.

We describe what we are instead of what we enable people to do. We list features instead of actions. We talk about our values instead of the choices our customers get to make. And then we use language that seems easy to understand - but is it really?

Think about it:

• "Premium quality" vs "Choose better"

• "Sustainable packaging" vs "Protect what matters"

• "24/7 support" vs "Never wait"

One describes a state (passive), while the other invites action.

And beyond the words, even the tiny shift of making something "ugly" like a garbage bag fun. If we made it more like "art" or smth you would be happy to buy, would you be less likely to throw them away so easily?

When we're working on packaging or brand messaging, I push clients to find their version of "Moyasu." What action are you asking people to take? What choice are you putting in their hands? How are you asking them to value your product?

Because design doesn't just reflect behaviour - it holds a mirror up to your face and shapes you. And sometimes all it takes is choosing the right verb instead of the right adjective.

I wonder if a simple initiative such as redesigning garbage bags (or bins!), for a place like Hong Kong where recycling and sorting garbage is poorly adopted, could change the way we throw our rubbish.

That's design doing what design does best: making the right choice feel like the obvious one.

p.s. I've seen mention of "Hemingway Editor", an AI tool to help simplify your writing. If anyone is using it, let me know how it's working for you!