Green Graphic Design

Dougherty, B (2008) Green Graphic Design, New York: Allworth Press

From reading Green Graphic Design, it has developed my understanding of what green design is and how it can be brought into practice. This has built on my basic understanding of the materials that can be used and their efficiency, as well as discussing the issues that may arise when completing a project using green design. 

Raised questions/points from text:

- The way that a graphic designer views themself and their practice is a strong factor in whether design can influence change in societies behaviours. In terms of good design, a designer must understand that their work can go past meeting the client's needs, 'we have the poster to change the brand' 'we have the power to influence the substance of a product or service'. The text goes on to say that if you believe yourself to be: a manipulator then you have the power to 'specify recycled paper and green printing', a 'message maker then you can actively help influence the ideas'.

- 'Ideas related to sustainability are in the process of transforming the way businesses and other organisations operate and communicate' :21. This chapter of the text explores the idea that green design is the future. This is a valid topic of discussion due to the global changes in the environment and the push for changes to be made to slow down these polluting/damaging behaviours. Green is described as becoming 'mainstream', turning it into a fashion trend that gains a lot of publicity and therefore support. Does being a green designer set you apart from others? It is a more appealing form of design? 

The questions raised when reading the text are further relevant when discussing the 'Eco-quality - The mainstreaming of green'. In this page of text it is suggested that individuals would prefer to buy ecologically but would they sacrifice paying more to do good? This is an area to explore further. 

- Another interesting chapter in the text is 'Focus on Value'. The research carried out for OUGD501 developed my understanding of graphic design influencing change in society through the design itself. This meant considerations were made to the sustainability of the printing methods, materials and the effective distribution of the creative. This chapter has introduced the opinion that green design also relates strongly to the methods of distribution and how this can be made more efficient and sustainable. Suggestions made are:

'You may find savings by optimizing your design to reduce postage costs'

'Print efficiently'

Another interesting suggestion is the considerations that should be made by the client. In terms of a direct mailing list strategy it is suggested that asking the marketing team 'how well targeted' the mailing list is. By simply updating addresses or removing the ones who a response has never been received by can reduce the number of prints and therefore reducing the overall cost. It is filtering out 'the time wasters'. 

Quotes/understanding:

'Within the conception of graphics, green design is a matter of finding and using better physical materials.' :11 - This is a definition that can be developed further, however it opens up the simplicity of what green design is which is developed on further throughout the text:

 - 'Designers may research things such as recycled and tree-free papers; or try to find nontoxic inks; or devise folds and structures that result in less waste.' :11

- 'In addition to seeking out better materials and manufacturing techniques, designers can craft and deliver messages that have a positive impact on the world' :12 - potential to link to an example, exploration

'Green graphic design is, first and foremost, about using the power of design to shift the status quo toward sustainable solutions' :14

- 'Good design is greener than bag design because it actually achieves desired outcomes without blanketing the world with poorly conceived, poorly executed communications'

'The messages designers make, the brands we build, and the causes we promote can have impacts far beyond the paper we print on' :11 - This quote in particular relates to the critical analysis I completed for CoP2. This is a supporting statement that demonstrates that graphic design, in a number of different forms, goes on to influence society past the initial design. There is the potential to link this further with supporting or contradictory statements from other writers/theorists. 

The text also goes on to discuss how graphic designers feel limited by their response due to individuals of a higher status. However, Dougherty simply states that 'if we redefine "good design" to encompass green thinking, then it is automatically part of our job' :15. This is one of the approaches that can be taken in ensuring that individuals feel the support and confidence to use green design. (Links to Do Good Design, Berman, D)

Providing definitions to each the next chapter of the text goes on to discuss the differences of sustainability and unsustainability. This chapter has opened up a number of different areas of thought when considering green design. The main message that is being suggested is that if our actions are producing materials that can't be 'decomposed or filtered by natural systems' :31 then these are actions that are unsustainable. This raises the question for a graphic designer to consider when producing design; can this design be effectively disposed of without harming the environment?

'The word "sustainable" can apply to any action that does not degrade the system supporting it'

'If our collective actions cause us to "harvest: more resources during a particular span of time that the productivity of any of the Earth's systems, then those actions can be called "unsustainable".

Examples:

- Celery, Thinkbook

This is an example of a piece of design that falls under the category of reuse. The journal has been made from recycled silicone rubber sheets which ads an interesting texture to the pages. A number of design problems arose when producing a journal out of a 'nonstick' material, however these were overcome by thinking of alternative binding and design methods. 

- Netflix, Post

Netflix once used returnable mailing envelopes so that customers could mail back rented DVD's in the envelope it was first delivered in. This drastically reduces the amount of paper required. Since then the service has moved online.