Conclusion: Sustainable graphic design — utopian ideal or reality?
This essay intended to ascertain if there were any graphic design agencies practicing sustainable graphic design, if there was enough relevant information available for professional graphic designers and agencies wanting to implement sustainability into their practice, and what potential route could be taken for the future of sustainability within design.
In comparison with the state of sustainable graphic design a decade ago, it is apparent that the focus has developed, as knowledge and understanding of sustainability and the vast array of components that are required to be addressed have been recognized the depth of the subject has grown. This is an intimidating prospect for many and to begin to work more responsibly, the graphic design industry will have to begin to focus on more than aesthetics and start to collaborate with other industries; being critical, ethical, responsible and sustainable within their design thinking and production, as both are important and required to work in conjunction with one another. At no stage does design work in isolation.
The influence that graphic designers hold as communicators is immeasurable. As ever, graphic design is the messenger between business and the consumer, and so carries the responsibility to deliver transparent, truthful and beneficial visual communication. This is not to say that we should shun any advertising, but inspiring and educating the client and the consumer, as well as others within the design industry, is essential to create a sustainable world.
Integration of sustainable ethics within an already established industry is a slow process, as is evident, however through the example set by professionals and agencies already practicing responsibly, the dedication of those who are passionate about this practice will steadily engage others in the design field. This essay has determined that there is a variety of information available, with a number of theoretical guidelines developed precisely to simplify the task at hand into positive actions.
There must be a definitive policy within education, that outlines a syllabus and theoretical guideline to allow students to understand sustainability as a core principle, that it is inherent throughout the design process of any project they work on, with the hope that once they graduate, it is a normal consideration when working, which can be taken into, and influence, their professional practice. Determining their own ethics, and being taught design criticism are also essential for the progression of a design industry that is aware of its professional practice, and the relationship it has with the world and the people that inhabit it.
Within the design industry, and within education, this essay can conclude that there is enough information to begin to implement it, and it is purely a reluctance to apply theoretical guidelines and take action that is preventing the graphic design industry from being at the forefront of sustainable design, and world development.
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