Screen shots of Design Can Change

In my first report on Green Design Dialogues, I introduced the six participants of our May 25 discussion on green design and summarized a bit of what we talked about. Obviously, sustainability and design is a huge topic, and one these green designers love to talk about, so here is a continuation of our first Green Design Dialogue.

The energy of our conversation was rising as we discussed changes in the design industry. It is clear that designers are slowly beginning a journey towards a more sustainable way of working. Eric K said, "We're crawling, but it may be a little messy before we really work things out." Sustainability really offers a great opportunity for the design industry, and we all agreed that it's taking hold and will be very important to design in the future.

The paper industry is one example of a growing consciousness of green practices. Paper companies are big contributors to pollution and greenhouse gases, and they're slowly realizing it. There are now many sustainable paper options designers need to be aware of as greener papers evolve. Paper distributors, printers, and ultimately, designers, are all starting to pay attention to the chain of custody and all the effects of their paper choices. Of course, many of us agreed that part of the challenge of green design was moving beyond paper.

Eric K said, "The paper issue is a key one, but I keep asking how we can move past that paradigm as the key method of communication. There are more intelligent ways of reaching our audiences…. We've been saying 'solutions, not stuff.'" Graphic designers do tend to be stuck in the realm of the printed page. Reducing our dependence on paper and expanding our offerings to include other media are certainly great ways to design more sustainably. But, as Dani mentioned, there is still a need for print. Printed pieces do have a role to play in design and communication, but design as a strategy and process can be applied much more broadly than to just brochures, packaging, and magazines.

Some designers feel a bit threatened by this talk of moving beyond paper and print and making something intangible. It probably scares a lot of printers as well! As Bryn puts it, "for years, design has been all about the artifact, not the thinking." This is slowly changing as we begin to place more value in the intangible (think mp3s or other digital media).

Efficiency and choosing the right media and materials for the message are a large part of green design. Another important aspect is the idea of simplifying and using less "stuff." This is a challenge, especially in such a competitive capitalist environment. Our culture is fixated on materialism, and it is largely by design that this has happened. So the question of how we can get by with less needs to be answered for consumers. As Jess said, "We need to educate consumers on how to shop and consume all over again. AND we need to educate businesses on how to produce appropriately."

We began discussing the idea of no-waste solutions, which is what we agreed every design should strive for. Nature is a great example of beautiful no-waste design, for it recycles everything. Sometimes this may require going beyond what the client asks for and choosing a medium that will solve their problem without creating waste. It can definitely be difficult to convince some clients to try unconventional ideas in their marketing, so designers need to make a business case for more sustainable solutions. Eric K says that his company has had to become more creative with how they pitch ideas to clients to convince them that sustainable solutions are in their best interests. In this way, designers are becoming more strategic and consultative, and less likely to be just "making stuff." Green design requires asking more questions and digging deeper into truly effective and efficient communication.

So, we know that the industry is changing, but how can we help bring change about and make design sustainable? It begins with education, of both designers and consumers. As Eric B said, we need "influencers" in the profession to lead the way. We also need to be able to convince our clients (and fellow designers) that green design makes sense from a business and economic standpoint. Change will come about when designers really think about the effectiveness of their efforts and consider new ways of communicating. Learning what is effective, from a marketing standpoint, and carefully considering your audience, lead to design decisions that minimize waste and communicate well.

This big-picture thinking leads to design being used more as a process or a system than a tangible object. Graphic designers face the challenge of having to expand past visual, tangible design to "designing" ideas and solutions. We agreed that visual design will always be relevant, but it may be just one tool in a designer's toolbox. Design is, after all, mostly about ideas, but it seems that many designers are more focused on just making things pretty. Green design is deeper design - focused on solving problems and creating meaning.

In my next post I will finish summarizing our first Green Design Dialogue, covering our discussion of challenges facing the design industry and how we might address them, and some ideas for stimulating thought and action on sustainable design.