Sustainable Graphic Design
Understanding the Concept and Becoming a Green Creative Designer
Within the world of graphic design, a green movement has been growing. These designers are not only concerned with the bottom line and the effectiveness of their work, but also how their designs effect the environment. They call it sustainable graphic design.
But what does sustainable mean in the context of graphic design? And how would a graphic designer start implementing sustainable practices into his or her work?
What Is Sustainable Graphic Design?
"Sustainable design is an ideal to aspire to," says Naomi Pearson, a graphic designer and sustainable design consultant in Brooklyn, New York. "Ideally, the production of a design piece would not in any way have a negative impact on the planet. Realistically, sustainable design means addressing environmental concerns, and using new strategies to lessen our negative impact on the planet."
With more than 15 years in the graphic design business, Pearson has been working on tools that give graphic designers practical shortcuts for adopting a green design process. "The goal was to allow designers easy and quick access to key information when considering green alternatives," she says.
This information has since evolved into a Green Audit checklist that the Society for Environmental Graphic Design included in their Green Paper that was released a couple of years ago.
How to Begin Adopting Sustainable Practices
As a consultant, Pearson works with many individuals and organizations that want to implement green practices into their design work. The first thing she recommends doing is reading the book "Cradle to Cradle," by William McDonough & Michael Braungart. This book will familiarize the designer with the key concepts of creating a product with less of an impact on the environment.
From there, designers should start looking into how designers, manufacturers, printers, fabricators, etc. in the industry are addressing the issue of sustainability. "Ask questions whenever possible," Pearson says. "With a solid understanding of sustainability concepts, a designer will quickly discover who the green innovators are, and learn from them."
Pearson also recommends checking out The AIGA Center for Sustainable Design Web site and possibly taking part in a Green Drinks meet up. Green Drinks is a mix of people from all different types of jobs who get together and talk about all things green.
But above all, just get involved and start pitching green alternatives to clients. "By taking baby steps towards the sustainable design ideal, we can only get closer," she says. "I'm hopeful that one day, we will have the knowledge and technology to reach the ideal state."
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Naomi Pearson
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