Sustainable design: When sustainability also finds a place in design

Sustainability in practice

Sustainable design seeks to find sustainable solutions in the field of brand and design work. Sustainability is a growth driver. The aim is to set ecological, social but also societal impulses.

This includes, for example, using resource-saving materials for packaging, avoiding plastic, minimising the storage space required in the context of digital design, using green electricity and avoiding disposable products by producing long-lasting products.

Why sustainability?

This is about the responsible use of ecological, social and economic resources. This can make an important positive contribution to the environment, society and the economy. To do this, it needs to be possible to comprehend interdependencies and view sustainability holistically. In order to achieve sustainable value creation, cross-divisional optimisation is necessary. This includes, for example, the areas of creation, sourcing, logistics and distribution. Even small improvements can lead to big effects.

The positive economic effects consist, for example, in the fact that costs, for example energy costs, are saved through sustainable design. However, it is important to note that all three pillars of sustainability (ecological, social and economic) should be brought into balance. Improvements in the ecological or economic pillar should therefore not lead to a deterioration in the social pillar (e.g. loss of jobs).

The three pillars of sustainable design

Examples of what the social pillar of sustainable design includes are ensuring accessibility through reader-friendly fonts and sizes, and optimum contrast ratios to make design accessible to all. The ecological pillar of sustainable design can include the use of environmentally friendly materials for print products. The economic pillar can be the economical, efficient use of resources (materials, electricity etc.)

What does sustainable design look like and what does it represent?

When it comes to design, it can be more than just green. According to more than half the participants in the “Better Brands” study, it can be colourful, loud and gaudy. The design is convincing, it reflects what the company stands for, what values it represents, what quality can be expected. It communicates why it makes sense to buy the product of the brand in question.

So it’s important to create an individual design tailored to the company. We can advise you and support you with the implementation 🙂

Source:
Dohmann, Antje (2021): Sustainable Design, in PAGE 11.21, S. 26-36.

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