Sustainable graphic design: What it really means and why it’s crucial for outdoor brands
As someone who’s been passionate about design for years, I’m seeing a growing trend, and it’s not just a fleeting one, around sustainability in graphic design. You’re probably hearing the terms "sustainable graphic design" and "environmentally friendly design" thrown around a lot, and maybe you're wondering: What do these actually mean? Are they the same? And more importantly, how can we, as designers, meaningfully incorporate them into our work, especially when working with outdoor brands?
What is sustainable graphic design?
At its core, sustainable graphic design is about making conscious decisions to reduce the environmental footprint of our design work. But it goes beyond that. It’s about creating designs that promote sustainability in every sense, minimising waste, encouraging responsible consumer behaviour, and supporting long-term ecological balance. Think of it as an all-encompassing approach that touches everything from material choices to production processes and even the message behind the design.
Now, you might ask yourself, is this the same as "environmentally friendly" design? Not quite. "Environmentally friendly" typically focuses purely on minimising harm to the environment. Sustainable design, on the other hand, is a broader philosophy. It includes eco-friendly practices but also considers the economic and social impacts of the work. For example, a sustainable design might reduce material waste (environmental benefit), support fair labour (social benefit), and use cost-effective methods (economic benefit).
What should we be focusing on in sustainable graphic design?
When thinking about sustainable design, there are a few key areas to focus on:
Materials
One of the biggest environmental impacts of design comes from the materials we use. Ask yourself: Are the papers, inks, and substrates recyclable? Can we use digital platforms instead of print when possible? A 2020 report found that recycled paper uses 31% less energy and produces 53% fewer emissions than virgin paper.
Production methods
The way our designs are produced has an enormous impact. Do we know how printers dispose of their waste? Are we choosing suppliers that use renewable energy? This kind of thinking goes beyond simply selecting “green” materials, it’s about considering the whole lifecycle of the product. For instance, the carbon footprint of traditional printing can be up to 85% higher than that of digital printing.
End-of-life
How will the product or design be disposed of after its use? Will it end up in a landfill, or can it be recycled or repurposed? Designing with a circular economy in mind, where resources are reused instead of wasted, is something I focus on when working with eco-conscious outdoor brands.
Messaging
Sustainability isn’t just about the process, it’s about the story. Are we communicating a responsible and honest message? Consumers, especially those who are drawn to outdoor brands, are increasingly eco-aware. A 2021 Nielsen report highlighted that 66% of consumers would spend more on a product if it came from a sustainable brand. This means that the way we present the design, the imagery, colours, typography, can play a huge role in influencing sustainable behaviour.
Measuring success in sustainable graphic design
It can be tricky to measure progress in something as abstract as sustainable design, but it’s crucial to track performance. Here are a few metrics I use:
Carbon footprint
Calculating the carbon emissions from the production process gives a concrete measure of the environmental impact. Using tools like the Carbon Trust’s Carbon Calculator, we can assess the impact of various design choices, from paper stock to transportation.
Material efficiency
How much waste is produced in the process? Measuring this can help us minimise excess and improve resource management. For example, using digital-first strategies can cut down on print waste, saving not just materials but also reducing costs for the brand.
Consumer engagement
Track how your audience is reacting to sustainable initiatives. Are they more likely to purchase or engage with your brand when it aligns with their values? In the outdoor sector, brands like Patagonia, which has embedded sustainability into its design and marketing, saw a revenue increase of $10 million in 2019 after launching its “Don’t Buy This Jacket” campaign, encouraging customers to buy only what they need.
Supplier partnerships
How green are the companies we work with? Whether it’s a printing house or a web hosting provider, tracking the sustainability credentials of partners can contribute to an overall lower footprint for the project.
The importance to brands: Does sustainability matter?
I often get asked by outdoor brands: “Is this really important to my customers?” The answer is a resounding yes. According to a 2023 Ipsos poll, 80% of consumers expect brands to be environmentally responsible. This is especially relevant for outdoor brands, whose customers are more attuned to environmental issues. After all, their whole lifestyle revolves around enjoying nature, so there’s a direct connection between the health of the planet and their brand loyalty.
For brands, integrating sustainability into their design is not just about aligning with consumer expectations, it’s about future-proofing. Companies that take a proactive approach to sustainability are 2.5 times more likely to be seen as industry leaders, according to a 2022 study by the World Economic Forum.
How does sustainability impact design?
It’s easy to think that sustainable design might limit creativity, but in reality, it can be a driving force for innovation. When we have constraints, such as using fewer resources or opting for eco-friendly materials, it pushes us to think outside the box. In fact, I’ve found that sustainable design often leads to simpler, cleaner, and more timeless aesthetics, which align well with the ethos of many outdoor brands.
Additionally, embracing sustainability can lead to a positive shift in how your brand is perceived. A 2021 study from Harvard Business Review found that sustainability-led design changes increased customer loyalty by 17%. This demonstrates that ethical practices don’t just benefit the environment, they create a stronger connection between brands and their audience.
Questions to ask yourself
When thinking about sustainable graphic design for your brand, consider the following questions:
Are my materials eco-friendly and sustainable?
How will my design's lifecycle impact the environment?
Is my messaging aligned with sustainability values, or could it be perceived as greenwashing?
How can I track the environmental footprint of my design choices?
Does my target audience care about sustainability, and how can my design appeal to their values?
Final thoughts: Making a real difference
Sustainability isn’t just a buzzword; it’s a growing expectation. For outdoor brands, aligning with sustainability isn’t just a trend, it’s becoming a business necessity. Through the designs we create, we have the power to not only reduce environmental impact but also inspire change, encourage responsible consumer behaviour, and elevate the brand’s identity.
It’s not always easy, but by focusing on sustainable design principles, we’re creating a future where businesses and the environment can thrive together. And that, to me, is worth every effort.
