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Is Ethical Graphic Design Possible Within a Consumerist System? By Leo Sims

Addressing the question of graphic design’s compatibility with a consumerist social system first requires an examination of what ethical graphic design is. There are a variety of definitions according to the different uses of the word, however Adrian Shaughnessy’s choice of definition is the most relevant to the topic being discussed here: “The rules of conduct recognized in respect to a particular class of human actions or a particular group, culture, etc.: medical ethics; Christian ethics” [Dictionary.com, 2014]. When this definition of ethics within design is considered, it becomes apparent that the concept of occupational ethics can be applied across a variety of professions, and would have varying standards according to the job at hand. Despite the accurate nature of Shaughnessy’s definition, it remains somewhat narrow in its application, as it implies that the ethics of one profession would not apply to another. However when combined with a further definition of ethics as “a system of moral principles” [Shaughnessy, 2012, p88], a truer meaning of the word comes into play. Alongside specific occupational rules of conduct should also exist a broader set of moral principles upon which practitioners base their work. An example of how these definitions co-exist would be seen in a designer creating a clear and concise label for a product which communicates effectively the ingredients, quality, and company name, giving clarity and information to the consumer. Such actions would constitute occupational ethics. Ensuring that the company commissioning the work is not lying when it states it is sustainably sourced, or that it does not illegally dump waste in Africa, would fall into the broader system of moral principles which apply to everyone. Combining both manifestations of ethical practice is what this essay would define as ethical graphic design. A further point to be specified is what exactly a consumerist system is. Naturally such a system relies on the act of consumption to ‘better the life of the consumer’ in a variety of ways, but one must also consider the economic implications of such system, whereby nearly all economic activity and business 1


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