First and foremost, if you’re reading this I’m going to make the assumption that you care about the environment, and you’re at least interested in doing something to protect it. Sustainability is a big buzzword these days, and it can mean a lot of different things depending on who you’re talking to. For the purpose of this reading, I’m going to start with the dictionary definition:

We are focused on that second definition, about supporting long-term ecological balance.

How does sustainability apply to design?

A good designer will look at your business as a whole picture. Every piece of your business matters. From your logo, branding, and packaging (of course), even down to your internal processes and marketing campaigns. Not only is this vital to understanding and crafting a detailed brand strategy, but this also allows us to identify where in your business you can make your organization more sustainable. Specifically, a good designer should be looking at 3 main areas; printed items, packaging and shipping, and education.

Print

Sustainable design, aka green graphic design, takes into consideration the paper stocks and inks that you use to print your business cards, marketing pieces, product packaging, etc. Any physical item that you are handing out to a potential or existing customer is a product that is made with real materials, and as a business owner, you get to make the decision on what those materials should be.

A good designer can make recommendations on what printers to use. Generally, you want a printer that has responsible paper choices available, such as paper made with a higher percentage of post-consumer waste (recycled paper). You also want a printer that uses low VOC (volatile organic compounds) inks if possible, and a printer close to you and your business also helps reduce shipping and transit emissions to get the final product in your hands.

Aside from sourcing the printed goods, a designer should also be able to offer you recommendations on sustainable printing techniques that are a good fit for your business. Rather than adding foil to your business card, maybe a blind emboss would be just as beautiful. They should also steer you away from excessive paper coating and treatments, towards more sustainable natural options. Even sticker materials can be made with sustainable adhesives and biodegradable papers.

Most importantly though, a good designer can help you identify what printed items are even necessary. So much of the marketing materials we receive are thrown away. Yes, it may have had a small impact for the brief moment that the customer held it, but it’s eventually going to make it to the trash regardless. what are some other ways you can elevate your customer experience, or consolidate information onto few printed items to reduce the end waste produced by your business?

Packaging and shipping

This area shares a lot of similarities to the print category, although it is strictly applicable to businesses that sell physical products.

A good designer should be able to take all the considerations we talked about in the print category and apply them to your product packaging. What paper stock is best for that box, what ink is being used, even how big does the box need to be.

But what if your product doesn’t come in a box? What are the best sustainable packaging options for tubes? Beauty products? Accessories? Food? How can you eliminate or minimize single-use plastic at all stages of the product’s life span? How much of the packaging can be reused, or recycled? No matter what kind of product you’re selling, a designer should be able to help you identify sustainable methods and materials that can be used to package it.

On top of that, shipping methods are also important. Are you using the smallest possible shipping boxes so that you’re not shipping ‘air’? Are you filling the boxes with packing peanuts (please don’t) or crumpled paper? Even the tape you use to close the boxes can have an impact.

Education

If you are running a sustainable business, use your platform to help educate your customers about the steps you’re taking to be more sustainable. This should be a key point in your brand strategy. A good graphic designer can help you to identify these steps, and incorporate those educational tidbits across your branded and marketing materials.

This may be as simple as saying your packages are made with recycled paper, or that they are biodegradable, but it could also include fun creative ideas to reuse product packaging. Not only does this help the customer learn more about sustainability, but it may also inspire that customer to search for more businesses like yours that are passionate about protecting the planet. And ultimately, we are all in this together, and the more people that hop on the sustainability bus, the better.

What to do from here

If you currently own or are looking to start a business that values sustainability, it’s important to work with a designer that can help guide you through the design process with sustainability in mind. Make a list of the things you’re already doing internally, and maybe even a list of things you’d like to work up to. Keep these three areas that we talked about in mind when you are working with a designer to build out new packaging, new marketing materials, and new strategies. Don’t be afraid to ask questions. Technology changes rapidly, and with it new techniques, new materials, and new possibilities. This is a chance to get really creative with your brand, and a partnership with a good designer can be a really fun and exciting journey if you let it be.

Photo by Brandi Redd on Unsplash