“Sustainability” and “graphic design” are rarely discussed. When we think of graphic design, we often envision print, digital media, and the various products it creates that can potentially end up in landfills. While we may not always consider it, design generates waste, particularly with printed materials. Conversely, digital products consume energy and rely on continuous resources since they exist online. This waste generation is largely unavoidable, as design is just one of many elements of modern society contributing to resource depletion. Despite its resource consumption, graphic design can be a powerful tool for the greater good. Sustainable practices aim to advance the common good, improving society and the environment. By combining these two subjects, we can envision the possibility of sustainable graphic design.
Sustainable graphic design is an evolving concept encompassing aesthetics, ethics, resource management, and innovation. It challenges traditional design notions by emphasizing that the end goal is not merely about appearance but how design can positively contribute to the world.
In this blog post, we will explore various aspects of what makes graphic design sustainable and share practical takeaways for designers along the way.
Rethinking Aesthetics
A pivotal question arises when discussing sustainable graphic design: What does it look like? The answer can be both simple and complex. Sustainable design can take many forms; however, it’s essential to remember that good design is always good design, regardless of its sustainability angle. Graphic design acts as a tool for providing solutions; when it effectively meets its purpose and creates value for many, it brings us closer to sustainability.
At its core, a project can be considered sustainable if its goals benefit society and the environment. Thus, the first step in creating sustainable graphic design is to focus on delivering quality projects and aiming for great results.
Tangible Results: The Importance of Resource Efficiency
More concretely, a key principle of sustainable graphic design is optimizing resource usage and minimizing waste.
Here are some actionable takeaways for designers looking to embrace this principle:
- Use Recycled Materials: Whenever possible, opt for recycled paper. This choice can significantly reduce environmental impact.
- Eco-Friendly Packaging: Implement compostable and plastic-free packaging solutions in your projects.
- Energy Reduction: Enable dark mode on websites and devices to lower energy consumption.
- Thoughtful Giveaways: Avoid unnecessary promotional items at exhibitions and shows that will likely be discarded.
While many believe that going paperless is inherently more sustainable, it’s important to note that digital platforms have their carbon footprints. The energy required to host websites or run apps can sometimes exceed that of traditional print materials. Therefore, minimizing energy consumption while maintaining functionality and user experience is equally important when focusing on digital outputs.
Supporting Ethical Practices
Sustainability in graphic design also involves supporting ethical businesses or becoming one yourself. Here’s how you can integrate this into your practice:
- Choose Eco-Conscious Printers: Partner with printers that use eco-friendly inks and materials. Many printers now supply FSC (Forest Stewardship Council) certified paper, ensuring responsible forest management.
- Aligning business practices with environmental protection initiatives contributes to a larger shift toward sustainability while enhancing your brand’s message. Partnering with B Corp-certified companies is also a commendable step toward promoting lasting partnerships that benefit many.
Brand Examples: Leading the Way in Sustainable Graphic Design
As sustainability develops, many brands embrace graphic design practices prioritizing environmental stewardship. Let’s explore a few brands excelling in this space, presenting innovative design and eco-conscious practices:
Patagonia
Patagonia is a leader in sustainable business practices, and its commitment extends into its graphic design. The outdoor apparel brand integrates sustainability into its marketing materials and packaging, using recycled fabrics and sustainable inks for prints. Their design team focuses on clear messaging that educates customers about environmental issues, reinforcing the brand’s core values. Patagonia’s iconic logo and minimal, timeless design avoid excess and resonate with its eco-friendly philosophy.
Why it works: Patagonia’s brand is functional and purpose-driven, consistently communicating a sustainable message through aesthetics and material.
Seventh Generation
Seventh Generation, a household and self-care brand, integrates sustainability in product development and design. Its packaging uses recycled materials and eco-friendly inks, and its designs regularly feature natural, organic visuals that reflect the brand’s commitment to environmental responsibility. The brand additionally uses clean, simple designs to train consumers on sustainability, making it easier for customers to recognize the effect of their choices.
Why it works: The brand’s design emphasizes sustainability and creates a sense of transparency, building trust with environmentally-conscious clients.
IKEA
IKEA has made vast strides in sustainability, which are reflected in its graphic design. The furniture giant uses sustainable materials in its products and design collateral, from catalogs to in-store signage. Their designers focus on simplicity and clarity, making it easy for clients to navigate and understand the brand’s sustainability initiatives. They also use digital solutions to reduce paper waste, including offering digital versions of their catalogs and brochures.
Why it works: IKEA’s designs are user-centric and accessible, focusing on creating a seamless, eco-conscious experience.
Allbirds
Allbirds, recognized for its sustainable footwear, integrates green design elements into each component of its branding. The minimalist aesthetic in their design—clean typography, organic shapes, and natural colors—displays the brand’s simplicity and sustainability. Their website is optimized for low energy consumption and uses sustainable packaging materials, decreasing unnecessary waste.
Why it works: Allbirds’ design is consistent with its brand values—clean, simple, and conscious of its environmental impact, making it a powerful example of sustainable design in the fashion industry.
EarthHero
EarthHero, an online market for sustainable products, applies sustainable graphic design principles to its marketing and website design. Its use of earthy tones, natural textures, and minimalistic layouts reinforces the eco-friendly products it sells. The website is designed with efficiency in mind, providing a streamlined user experience while minimizing digital waste through optimized visuals and content.
Why it works: EarthHero’s design displays its purpose, creating a seamless connection between its products and the sustainable message it promotes.
Final Words: The Greater Good
By embracing sustainable practices and focusing on responsible resource use, we can create designs that look good and do good. As creators, our responsibility extends beyond the visual appeal of our work. We must strive to develop alternatives that foster environmental stewardship and promote well-being for all life.
Sustainable graphic design represents a dedication to producing meaningful work that respects our planet and its resources. By prioritizing efficiency, supporting ethical practices, and considering the broader impact of our designs, we can shape a more sustainable future while maintaining high design standards.
Ready to Make Your Designs More Sustainable?
Let’s discuss how we can help you integrate sustainable graphic design practices into your projects. Whether you’re seeking out guidance on sustainable design or techniques to reinforce your digital impact, our team is here to assist you every step of the way.
Schedule a call with us today and take the first step towards making a positive impact with your designs!