Like all industries, the design and visual communications industries are changing. The recent wave of green consciousness sweeping the world has rubbed off on everyone from designers to CEOs. This is an exciting time to be a designer in a changing industry and a changing world. And of course, I have high hopes for the future of my chosen field.
The design industry has come a long way. There are now many sustainable options for printing and paper, and even web hosting. With more sustainable materials and tools at hand, designers are able to explore greener options and lower the environmental impact of their work. And since graphic designers work hand in hand with the paper industry, which is the largest industrial consumer of water and the third greatest industrial greenhouse gas emitter, it's about time that sustainability became a bigger part of the industry. There is much room for improvement in design, and many changes are on the horizon.
When I was studying design in college, I became interested in socially and environmentally conscious design (it was even the subject of my thesis). It seemed that this consciousness was just beginning to take hold in an industry that had been mostly focused on commercial interests since the dawn of the advertising age. The fresh ideas coming from the industry excited me, and I predicted a future in which the role of the designer was that of a problem solver, applying the design process to more than just visual media, but to solutions that would have a positive impact on the world. I imagined that designers would begin going deeper, thinking more critically about each thing we create, and learning from the ultimate designer: nature. Slowly but surely, my dreams of a green design industry are becoming a reality.
Fast forward a few years, and I'm seeing even more exciting ideas propelling the design industry forward. I'm hoping it won't be long before green design is synonymous with good design, and designers are as concerned about the sustainability of their projects as the aesthetics. Design firms focused on environmentally conscious design are becoming quite common, and independent designers are beginning to realize that having knowledge of green design solutions is an asset to their businesses as well as to their clients. There is a hopeful air in the industry today and a call for change from designers themselves.
Visual design is one of the most powerful forms of communication. Designers have the ability to open minds to new ideas, explain complex issues, educate the public, persuade people to take action, and give ideas wings. As an image-driven culture, the ability to create and manipulate the images people are exposed to is an immense power. As designers realize this power and harness it, I am hoping that change on a massive scale will occur. I dream of a day when every step of the design process is accompanied by critical thought about environmental impact, when there is no trash because everything has been designed to be reused or recycled, when there's no such thing as virgin paper. I dream of all design taking a cradle to cradle approach, analyzing the consequences of every part of a product's life cycle. I dream of a redesign of our world to mimic the resourceful, beautiful, wasteless designs of nature. And I believe the design industry plays a big role in making these dreams come true.
We have a long way to go before design becomes a sustainable industry. But progress is being made, and minds are shifting in the right direction. As more and more designers realize the power they have to not only produce sustainable designs, but to change the world through their work, a greener future will be realized.
Links: Design Will Change on Business of Design Online, Cradle to Cradle, Design Can Change, my paper on The Future of Design