What does sustainability mean when it comes to designing a brand? It’s about navigating the intersection of creativity and environmental responsibility, being mindful when it comes to weighing the merits of print versus digital, and ultimately reshaping the visual storytelling of brands with an eco-friendly touch. The delicate balance of innovation and style pushes design forwards, contributing to an ongoing journey towards a more sustainable and visually captivating customer experience.
The generative nature of graphic design
At the centre of graphic design is the creation of ‘things’ - a multitude of tangible and digital materials, from printed items like menus and banners to digital assets like adverts and websites. The production and delivery of printed materials consumes energy and resources, with a considerable amount of it ending up as landfill waste despite its recyclability. Similarly, digital assets use energy to produce, host and be viewed (this blog is a digital asset which is hosted by a server and is being read by you on a device that requires power).
Print vs digital?
Eco-conscious isn’t black and white. It’s not as simple as saying print is more or less sustainable than digital, and vice versa. The truth is about balance. To determine which is more sustainable, one must consider the entire lifecycle of the product, from resource extraction and production to use and disposal. Ultimately, incorporating sustainable practices, such as using recycled materials for print or optimising energy efficiency in digital design, is crucial for minimising the environmental impact of both approaches. The choice between print and digital design should be made based on specific project goals, environmental considerations, and industry standards for sustainability.
Sustainability is an investment in the future
Many of the resources around sustainable graphic design are a little shy of discussing the financial costs involved. Until sustainable resources are more widely accepted and used, the price for sustainability will remain high. Consider a vegan product in the supermarket. It was not long ago when you had to pay a considerable premium for meat substitutes, if even available... It was once reserved for the wealthy, until the vegan market grew in popularity which drove the price down. Sustainable design is no different. For now, the price difference is considerable (recycled paper is roughly 30% more expensive than virgin fibre stocks). The sooner big companies jump on board, the faster that price difference will evaporate, and before long the sustainable choice will be the more cost-effective choice.
Less is more
Sustainable design is not just about upgrading technology or changing suppliers, it’s also about being conscious of how a design comes to life and stays alive. When it comes to sustainable design in the digital space, the main aim is to create assets which use as little energy as possible, and which work as well as possible, so that people can find what they’re looking for quickly and easily. Taking web design as an example, this would mean optimising for things like efficient coding and well-structured UX design.
When we think of minimalism, our mind takes us to beautifully crafted, simple designs. Not necessarily anything to do with sustainability, right? Well, this is where it gets interesting. Minimalism serves a real purpose, both stylistically and functionally when it comes to building a more sustainable brand in the digital world.
With this in mind, brands that tap into minimalism not only look beautiful, but they also create space for longevity and timelessness by sidestepping fast trends that can become outdated and ultimately require more frequent refreshing. Creating brands that can withstand the test of time is crucial for building more sustainable design.
Minimalism also speaks to functionality. Creating responsive design that can adapt well to various digital environments, such as different screen sizes, orientations or logo applications will save on costs. Test and optimise digital designs for energy-efficient web and app performance.
Sharing is caring
Being collaborative and sharing resources is another simple, but effective way of implementing greener design. This becomes harder to do the faster an organisation grows. Take Marriott for example - the largest hotel group in the world. With 8,700 properties across 137 countries, imagine how many individual design projects are happening at any one moment. As this blog is being published, a boutique cafe is being created for the new St Regis in Belgrave whilst an innovative new lobby concept is being created for Marriott Champs Elysees. The W hotel launched a new speakeasy bar last year whilst The Westin London designed a new co-working space. There is incredible design work happening all over the world. Consider tapping into the power of this design pool with open-source design elements and templates to maximise resources where possible.
Achieving sustainable design necessitates blending creativity with environmental responsibility. Any brand aspiring to embrace eco-friendly practices must approach the topic with thoughtful consideration and a commitment to continuous education. Only then will effective long-term change be possible.
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