Sustainable web and graphic design: An introduction

Sustainable web and graphic design – has it ever crossed your mind? I think it’s ok to admit that up until now, the sustainability of your marketing collateral isn’t something you’ve thought much about, if at all. But with climate change and sustainability climbing further up the agenda, now might be a good time to start.

I’ve been an in-house designer for a number of years now, but it wasn’t until I started working in the industry almost five years ago that I even gave sustainability a second thought.

Beyond asking your staff to go ‘paperless’, adding that footer to your emails, and having a recycling bin, is there much that you can do? The answer is yes!

In this blog post, I endeavour to introduce you to the idea of sustainable web and graphic design, and give some top tips to get you started.

Change your approach – form, function and usability

For many of us, the thought process behind a new piece of collateral is simple. A client or a colleague says, “We have a new service to talk about, let’s create a brochure” or “we need a poster about the Christmas Party” and we go straight to design ideas.

Taking a ‘back-to-front’ approach that starts with visualising our end goal allows us to find a creative way to solve the problem.

Let’s use the example of the poster. Think creatively and ask questions: What is our end goal? Is a poster necessarily the right solution? How and where is the poster used? Is there another option that might be more effective?

If your goal is to inform staff about the Christmas Party, could your poster actually be a banner that is on your Intranet home page? Or a short internal email campaign? If you want to ensure something tangible is getting in front of your staff, could a postcard work?

Thinking about the answers and working with your agency or in-house designer, it might be clear that an alternative solution might have a more positive impact.

Once you have your perfect solution, it’s time to follow some top tips for design and production.

Taking a ‘back-to-front’ approach that starts with visualising our end goal allows us to find a creative way to solve the problem.

Read my 'Top Tips' to get you started on our website.