Graphic designers may work with both traditional materials and digital tools to create graphic art for their clients. In many cases, they focus on developing branding materials, requiring them to understand the role of sustainable branding in today’s business landscape.
Recognizing the areas where waste occurs in graphic design, below we explore how graphic designers can work to implement innovative sustainable design solutions.
Understanding Waste in Graphic Design Projects
The graphic design industry has a significant impact on the environment. According to research published in the European Journal of Ecology, Biology and Agriculture, graphic designers are responsible for creating visual materials that may be printed on consumer products, which frequently have a quick turnover and short product life cycle. As a result, it’s important for graphic designers to understand where waste occurs along with steps they can take to reduce their environmental impact.
Types of Waste in Graphic Design
One of the reasons why the graphic design industry has such a high impact on the environment is the linear economy. This structure of economy requires raw materials to be collected and ultimately turned into products — many of which are one-time use — that end up in a landfill. These products often feature a short lifecycle, due largely to the fact that consumerism compels people to continue replacing old products and purchasing new items.
These are a few examples of the type of waste that occurs in graphic design:
- Raw materials are utilized to create products.
- Many graphics are designed to be printed, using chemicals that can release carbon emissions.
- Energy is consumed to print and distribute products.
- Many products featuring branding and other graphics are single-use products that are destined for the landfill.
The Designer’s Responsibility
While graphic designers are not necessarily responsible for identifying the products that will be used or creating the packaging solutions, they do have a responsibility to develop a sustainable mindset. Prioritizing sustainable packaging design, graphic designers can make design decisions that reduce the environmental impact of printing products as well as share insight with industry thought leaders as to how they can improve their overall sustainability efforts.
Sustainable graphic designers can take action by:
- Choosing to create designs using minimal colors.
- Opting for a sustainable color palette, such as one featuring neutral tones.
- Selecting fonts that require fewer chemicals to create and print.
Strategies for Reducing Waste in Print Design
Print graphic design has a sizable impact on the environment, and it generates a substantial amount of carbon emissions. The following sustainable graphic design tips can help you reduce waste when creating print products:
Designing for Minimal Waste
The process of reducing the ecological footprint of printed products begins during the design process. Graphic designers can take actionable steps to design for minimal waste, like:
- Using fine lines that will require less printing.
- Choosing neutral color tones when possible.
- Opting to use one or two colors in the design (rather than dozens).
Prioritizing Eco-Friendly Materials
Choosing eco-friendly materials — such as those that can be recycled or that are biodegradable — is an essential step when creating a sustainable design strategy for print products. Eco-friendly materials that can be used include:
- Recycled paper and cardboard
- Natural fabric, like wool or organic cotton
- Eco-friendly inks, like bamboo inks or soy-based inks
Streamlining the Production Process
Streamlining the production process can also help graphic designers reduce their impact on the environment, particularly when they are designing for print products. Using templates, optimizing print times and reducing the number of files printed can both reduce costs and minimize the amount of carbon emissions created during the production process.
Sustainability in Digital Design
On the surface, digital design may seem like the more sustainable alternative to print products; in many ways, it is, in fact, a more eco-friendly approach to graphic design. However, it is still important for graphic designers to prioritize sustainability in digital design through efforts to reduce their overall carbon footprint.
Energy-Efficient Digital Practices
According to research from the Engineering Science & Technology Journal, some of the energy-efficient digital practices graphic designers can adopt include:
- Conducting life cycle assessments regularly to analyze the environmental impact of their graphic design throughout the product’s life cycle.
- Selecting sustainable product design materials and creating a digital design that aligns with the best eco-friendly practices.
- Considering the end-of-life stage for the product during the initial digital design phase to identify any potential impacts on the environment.
Designing for Longevity
Consumerism has led to the development of an endless array of single-use products, many of which are thrown away within a short amount of time. Digital graphic designers should focus on creating sustainable branding solutions that will promote longer product life cycles.
Digital Tools for Sustainability
Graphic designers can rely on advanced digital tools that promote sustainability in graphic design. Emerging technology, including artificial intelligence and machine learning technology, can help graphic designers make strategic design decisions to promote sustainability and reduce their overall carbon footprint. Some of the best digital graphic design tools include Adobe, Sketch, Canva, and CorelDRAW.
Innovating with Circular Design Principles
In an effort to combat the linear life cycle that has long anchored the economy, thought leaders in graphic design have developed circular design principles that are intended to support a circular economy. According to the Interaction Design Foundation, circular economy design principles focus on achieving zero waste through the graphic design process.
What Is Circular Design?
Circular design is defined as a practice in which designers work to create products that are reusable, recyclable, or biodegradable — with the goal of generating zero waste throughout the product life cycle. Design for a circular economy directly combats the carbon footprint of a linear economy and has a significant impact on sustainability initiatives.
Examples of Circular Graphic Design
Some of the leading circular design examples include:
- Loop by TerraCycle – Launched in 2019, Loop by TerraCycle allows manufacturers to create reusable products that can be sold at major retail outlets.
- Coca-Cola’s World Without Waste Initiative – The World Without Waste Initiative is a global initiative designed by Coca-Cola to make product packaging entirely recyclable by 2025 and to use 50% recyclable materials in all product packaging by 2030.
- Pangea’s Zero-Waste Packaging – Pangea’s packaging is created without plastic and is fully biodegradable.
- Patagonia’s Worn Wear Program – To combat the impact of fast fashion, Patagonia launched its Worn Wear initiative in 2012, which allows consumers to trade in eligible brand gear for credit that can be used on other gently used Patagonia items.
- MOO’s Cotton Business Cards – One of the premier biodegradable packaging examples is MOO’s cotton business cards, which rely on natural fiber to create high-quality, recyclable print products.
Educating Clients on Sustainable Design
Graphic designers who value and prioritize sustainability may have to advocate for improved, eco-friendly design practices with their clients. As a graphic designer, you can educate your clients and raise awareness about the importance of sustainable design practices by:
Making the Case for Sustainability
Not only is sustainable design better for the environment, but it also offers advantages to the client as well as the consumer. You can make the case for sustainability by:
- Emphasizing the cost savings associated with sustainability.
- Highlighting the impact that it has on the environment.
- Reminding clients that consumers are becoming increasingly aware of sustainability efforts and making decisions based on the efforts that organizations are making.
Collaborating on Sustainable Solutions
Sustainable packaging design is only one component of creating eco-friendly solutions. Working collaboratively with your clients, you can develop impactful solutions together.
Preparing for a Sustainable Design Career
By specializing in sustainable design, you can set yourself apart from other graphic designers in the field who are still focused on traditional design approaches. Now is the best time to begin preparing for a sustainable graphic design career and building a portfolio that showcases your innovative work.
You can prepare for a sustainable design career by:
Learning Sustainable Practices
As you begin to explore the leading graphic design techniques and become familiar with the most advanced industry tools, you will also want to learn more about the sustainable design practices you can leverage throughout your career. Perfecting these sustainable practices now could give you a competitive advantage.
Building a Sustainable Portfolio
Your graphic design portfolio will highlight the work you have done and prove that you have the advanced skills required to succeed in this dynamic field. If you are interested in specializing in sustainable graphic design, aim to develop a portfolio that includes examples of sustainable packaging design and other eco-friendly designs you’ve created.
Staying Ahead of Trends
Being aware of emerging graphic design trends enables you to incorporate those trends into your work and showcase your ability to be a thought leader in this niche area of graphic design.
Learn More About the Importance of Sustainable Graphic Design at Rocky Mountain College of Art + Design
Designing for sustainability will become more important in the years to come — particularly as leading brands focus on creating sustainable packaging for their products. At Rocky Mountain College of Art + Design, we offer an on-campus Bachelor of Fine Arts in Graphic Design as well as an online Bachelor of Fine Arts in Graphic Design, both of which emphasize the importance of reducing environmental impact through design. Request more information about our fine arts degree programs today.
