Gravity

Industry insights: Getting the green light

My cynical university lecturer once described graphic design as the ‘professional production of litter’. I like to think it’s about much more than that. But his comment did speak loudly of designers’ collective responsibilities. Because, let’s face it: graphic design is never going to be squeaky clean.

However, if Sienna Miller can promote carbon emission reductions while conveniently ignoring her schedule of international flights, designers shouldn’t feel too ashamed about making their own ecological suggestions. So, here’s our starter for five:

01. Think about your materials

• Use a recycled paper swatch. These days, there's a wide choice of paper that doesn’t necessarily look recycled.
• Printing processes have improved. Consider using vegetable-based inks and waterless printing if you want to take things to the next level.

02. Create less litter

• When planning work, consider the most effective and least wasteful marketing solution. Could you solve the problem with an email or a postcard?
• Determine print quantities carefully to avoid overruns and reprints. Planning the initial design stages meticulously can also maximise your materials’ shelf-life and potentially save you money.
• Can you use your designs for other things? For example, you could use long-lasting binders for future projects.
• Try to avoid mass mailings. Think about quality, not quantity. Keep an eye on your database and delete any out-of-date addresses.

03. Consider the afterlife

• Adding a laminate might make your innocent brochure an ungodly non-recyclable item. So only specify finishes such as embossing, die-cutting and encapsulating if they significantly improve effectiveness.
• Staples require mining, processing and removal before recycling. Consider using less staples and employing more sustainable – and creative – binding methods.

04. Save energy

• Try minimising your energy use and switch to an energy-efficient supplier, if possible.
• Always opt to reuse rather than recycle.

05. Minimise your transport

• Rather than source a renewable material that travels twice round the globe, try tracking down supplies from companies a little closer to home.
• Make sure you stack and pack your materials efficiently to minimise transportation waste.

Adopting sustainable practices in graphic design doesn’t have to be costly. In fact, smart design can often cut costs while minimising environmental impact. So, why not start with the basics? We really like Friends of the Earth’s tips on office recycling.

Many of you will already be doing your bit. If you’ve started to make the change to a more sustainable way of life maybe it’s time to put pressure on the government to make sure they do their bit too. www.thebigask.com

Industry insights: Show your true colours