Part two:
Is sustainability achievable
Brian Dougherty of Celery design and published author of Green Graphic Design genuinely believes a sustainable design process is achievable. He does so by designing backwards (understanding were his product will finally end up after its initial purpose and therefore design for that final outcome and not just for the products audience) this ensures the right choices are made to reduce the environmental impact.
Dougherty's belief is that a graphic designer poses a special skill set to be message makers, enablers and agents of change. “If you think of yourself as a manipulator of stuff, then you can specify recycled paper and green printing. If you think of yourself as a message maker, then you can actively help influence the ideas and brands you work with. If you think of yourself as an agent of change then you just might be able to change the actions of your audience, your clients, and peers”.
These systems and skill sets are working for the leading specialist within the industry, which implies other graphic designers could adopt similar systems to make greener decisions. Read more at Green graphic design here.
Do graphic designers have a responsibility to ensure a sustainable outcome?
After interviewing graphic designers from a variety of roles within the industry, I found that 88.9% of designers profoundly believe they have a responsibility to use ecological sustainable design practices, thought they often find themselves limited in their achievements.
One designer stated, “This is always at the fore front of my mind when I design, however the reality as a freelancer is that it largely depends on the client and their budgets”. The overall consensus of those interviewed regretfully found them selves unable to fully implement an environmentally sustainable design process due to client requirements, material availability, time frames and budget restriction".
Unfortunately not all designers had the same view on the subject. Some believed it was not their responsibility and that it was predominantly up to the client to implement that change through their design briefs. However, Rafiq Elmansy, an affiliated teacher of graphic design at the American University of Cairo, has the opinion that, graphic designers are communicators and have the ability to use their skill to educate and implement change.
He also believes that more has to be done to educate future graphic designers within education establishments—ensuring they have the knowledge make educated decision for sustainability in the future. Read full article here at designorate.com
Conclusion
Opinions differ greatly throughout the industry and as a whole step are being taken to counteract any negative impact made by the subsequent industries. But there are still many obstacles in the way to delivering environmental sustainability.
As a graphic designer myself I truly believe I have a responsibility to implement environmentally sustainable design practices in all aspect of my design process. I also feel it is my responsibility to inform, guide and advise my clients in the options available to them to make the planet a better place.
Why not head over to my portfolio at @walby design and take a look at some of the designs I created with sustainability in mind.
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