Introduction
My final year at Leeds College of Art
I chose to design my methodology
has been focused on how to create
into 10 steps as this is how I prefer
and design in the most sustainable
to work, and breakdown my method
method possible.
into a definitive and categorical structure.
This publication is a 10 step on how design can be more sustainable. I
01 Re-thinking
have found these 10 steps through my own research from my dissertation
02
Reusing
03
Using friendly materials
04
Thinking local
05
Thoughtful purchasing
06
Saving energy
07
Designing to last
08
Sharing ideas
09
Supporting what you believe
and through my own practice. I explored the question how can deign skills be used in disadvantaged communities? Through this I discovered how sustainable design needs to encompass the aesthetics of any other design for others to appreciate the quality and ethical benefit of the methods. The answer to how design can be more ethically sound and environmentally safe is in this publication, which I try to apply to every brief I undertake. 10 Inspiring
01
Re-thinking — Designing backwards Designing backwards is a process,
The pragmatic guidelines encourage
which starts in Brian Dougherty’s
designers to critically assess and
book, Green Graphic Design. A book
redefine their approach to projects
which I was first introduced through
through detailed scenario planning
my ‘design for print’ module for
and forethought.
OUGD503 last year. Understanding the audience and Fundamentally the book is about
outcome, using the right production
changing the way designers think
and shipping methods for the job,
about design. He encourages better
talking to clients, responsible
decision-making long before
strategising, and choosing the right
materials come into play. To start,
ink and bindings are among the many
he states, by figuring out a designs
factors this publication considers
terminating fate, such as litter,
throughout its design journey.
landfill, recycling plant, or compost heap, and then move backwards in the process. Considering the journey of a design step-by-step in reverse enables designers to plan for the “greenest case scenario,”
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‘We don’t want to sustain. We want to thrive. It is extremely important that we transform our communications systems to cause far less environmental damage. But being ‘less bad’ is not what motivates us. We are motivated by the exciting, creative opportunities that await us. We strive for the positive potential that designers can unleash – in our own practice, in the operations of our clients, and in the actions of the people who receive our messages.’ Brian Dougherty
This publication itself was printed with low-VOC vegetable-based inks on makeready sheets.
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02
Reusing — Don’t create waste One of the highest priority from
Other environmental priorities are
environmental point of view when
reduce and recycling. Reducing
designing a product.
is the first and considered most effective of the three R’s. It means
Through reusing you are able to save
reducing your consumption or
on products which may be considered
buying less. Designing items like
waste, it can immediately be reused
plastic bottles in ways that use less
to minimize the strain on the
material is another way to reduce
environment.
consumption.
An example of reusing in this
Recycling is the third of the three
publication is the stock. The
R’s. Recycling extracts valuable
make-ready sheets from Bowmans
materials from items that might
printers who are based in Leeds, are
otherwise be considered rubbish and
originally used to make sure the
turns them into new products.
colours are correct or to clean the printer of excess ink. These sheets are considered waste but knowing that the importance of reusing materials they were salvaged and given a new purpose. Finding new uses for materials or products reduces the consumption of new resources.
04
Reducing, reusing and recycling help reduce humanity’s environmental footprint, carbon dioxide emissions and energy use and limits the amount of landfill space people create. These savings can be substantial. That’s why the three R’s are the basic tenets of modern environmentalism.
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03
Using friendly materials — Inks Up until recently, the printing
Paper printed with soy inks can
industry has used petroleum-
be deinked more easily, making it
based inks, which have two primary
easier to recycle.
environmental drawbacks. Spot colors are available. First, they are made using a nonrenewable resource (petroleum).
You actually get colors that are
Second, petroleum-based inks
brighter and more vivid.
release Volatile Organic Compounds (VOCs); VOCs reduce indoor air
Almost as important as the
quality and can have negative
manufacture and use of vegetable
short- and long-term health effects.
inks is the recycle and reuse
Fortunately, an environmentally
programs implemented by the
responsible alternative is available:
printer. Anything a printer does to
soy inks, which are derived from soy
steer materials from landfills is of
beans. Although there are vegetable
environmental benefit. One of the
based inks which do the same as soy.
best in the local area is Footprint Workers co - op.
So what are the actual benefits of using soy inks instead of petroleumbased inks? Soy inks are more sustainable - they come from a renewable resource, unlike petroleum. Soy inks are more environmentally friendly - some actually release zero VOCs.
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www.footprinters.co.uk 0113 262 4408 16 Back Sholebroke Avenue Leeds West Yorkshire LS7 3HB UK
Footprint is a worker co-operative based at Cornerstone Resource Centre, Chapeltown, Leeds. Footprint was set up in July 2000 to provide printing services to the highest possible ethical and environmental standards. They also strive to make our printing as affordable as possible and offer a wide range of quality depending on your budget and the desired look and feel of your printed matter. Using local printers does have its environmental benefits.
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Thinking local — Buying local
04
When you buy from an independent,
The make-ready sheets from
locally owned business, rather than
Bowmans allow for the publications
a nationally owned businesses,
CO2 emissions to be minimised. By
significantly more of your money is
staying local this publication has
used to make purchases from other
been sourced and printed in the most
local businesses, service providers
sustainable means possible.
and farms - continuing to strengthen the economic base of the community. Reduce environmental impact: Locally owned businesses can make more local purchases requiring less transportation and generally set up shop in town or city centers as opposed to developing on the fringe. This generally means contributing less to sprawl, congestion, habitat loss and pollution. Encourage local prosperity: A growing body of economic research shows that in an increasingly homogenized world, entrepreneurs and skilled workers are more likely to invest and settle in communities that preserve their one-of-a-kind businesses and distinctive character.
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The journey to collect the stock, from Leeds College of Art to Bowmans
LCA
litho printers and back by foot. Designed, printed with vegetable inks, cut and bound at Leeds College of Art.
Bowmans 08
05
Thoughtful purchasing — Buying ethical Four types of ethical buying
Company-Based Purchasing;
Ethical consumerism is just as
This means targeting a business as a
much about supporting the ‘good’
whole and avoiding all the products
companies and products as it is
made by one company. For example,
withdrawing our support from the
the Nestle boycott has targeted all
‘bad’ ones.
its brands and subsidiaries in a bid to get the company to change the
Positive Buying;
way it markets its baby milk formula
This means favoring particular
across the world.
ethical products, such as energy saving light bulbs.
Fully-Screened Approach; This means looking both at
Negative Purchasing;
companies and at products and
This means avoiding products that
evaluating which product is the most
you disapprove of, such as battery
ethical overall.
eggs or gas-guzzling cars.
Fair trade 09
Sweatshop-free
Handmade
Using Consumer Power
To think and act in an ethical way is to start from a point of personal
“The power consumers have to
reflection, develop and re-develop
change the conduct and actions
our values, and understand how our
of companies comes from their
choices affect the outcomes of our
dollars and the choices they make as
actions. In order to develop a set of
consumers.�
principles which can help to direct our patterns of consumption, we
The benefits to society of buying
need to become as well informed
ethically are potentially far-
as possible about a wide range of
reaching. It encourages innovative
issues.
products and companies while discouraging others that ignore the social and environmental consequences of their actions. It empowers the consumer, giving you a say in how the products you buy are made, and how the company that makes them conducts its business. It can and has made a difference in the past.
Organic 10
Recycled
Second-hand
Saving energy — Considerations when working
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There are many reasons why you should be concerned about conserving energy whenever possible. Why should we save energy and why is it important. Many types of energy use fossil fuels in some way. Fossil fuels are a nonrenewable resource, meaning that at some point the very last chunk of coal will be dug from the earth and the last drop of oil will be pumped from the Earth. When this happens there won’t be any more fossil fuel available, since mankind can’t create these resources. The other reason for conserving energy is the health and well-being of every life form on the entire planet. Using fossil fuels and some other energy forms typically pollute the environment in a number of ways. Conserving energy gives researchers more time to come up with solutions and alternatives. By being careful not to use energy unwisely fossil resources may last long enough for practical solutions to be found.
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Designers carry a heavy responsibility, but at the same time they can offer our future the greatest gift.
What does it mean to design for good, and how can one be an agitator, an organiser and an agent of change? Good design is made by designers who give a damn.
Solar power is a clean energy source, and a renewable one, but the production of the solar panels usually creates pollutants and waste products during the manufacturing process. When water is polluted during the process of creating energy, it can change the ecosystem by killing off many different types of wildlife and plants. For example, marine life can be killed when a nuclear plant intakes water from lakes or rivers. The soil is polluted when pollutants in the air mix with rain and form acid rain. As you can see there are many reasons that conservation is important, ranging from the environment to the economy. The world’s dependence on fossil fuels is creating a problem that will affect generations to come. It is important that energy not only be conserved, but also that research continues to find cleaner and better solutions for future generations.
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Designing to last — Emotionally durable design Emotionally durable design is a genre of sustainable design that aims at reducing consumption and waste by enhancing the durability of the relationship established between users and products. In today’s unsustainable world of goods, where products are desired, purchased, briefly used and then promptly landfilled to make way for more, consumption and waste are rapidly spiraling out of control with truly devastating ecological consequences. Emotionally Durable Design is a call to arms for professionals, students and academic creatives; proposing the emergence of a new genre of sustainable design that reduces consumption and waste by increasing the durability of relationships established between users and products.
and use less. 13
07
‘Designers are the mediators of our daily experience. The easier my compost bucket is to use, the more comfortable my ride on the bus, and the more appealing my reusable grocery bag, the more likely I am to participate in environmentally sound practice.’ Gavin Newsom
The longevity of this publication is one which is going to be lengthened as it will go to the Conscious Creatives, my society at College. To help to share my own knowledge. 14
08
Sharing ideas — Creating support The Guild of Responsible Designers
I have build affiliation with Leeds
was born out of the lack of
University and the Green Exchange,
responsible and sustainable activity
our projects receive funding as well
from students at Leeds College of
as relations with their committee
Art. The problem which found us was
and students. Further expanding our
the lack of student participation
ability to make a change on a much
with the College. This was our first
larger scale.
project, to create a guild and from there a society, Conscious Creatives.
The Conscious Creatives aims to
This is where students can share
educate, promote sustainable and
their views and use their skills.
socially responsible design for anyone who may have an interest
The Guild of Responsible Designers
in the subject or would like to
learn by working together, sharing
know more. This will be achieved
our experiences and understanding.
by workshops, action days, guest
The outcomes of the discussions
speakers and collaboration projects.
were more about participating and belonging than about specific items
As the student representative
of content.
working with the College’s Sustainable Committee, I hope that
Over the last few months we have
our messages and practice will have
explored, observed and engaged with
more support and act as a bridge
how designers can make a difference
from staff to students, giving more
in the local community in Leeds.
knowledge of what it is the College is doing to be more responsible.
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We learn by working together, sharing our experiences and understanding. By participating and belonging the outcomes of the discussions are always well received and pushed further by like minded individuals.
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09
Supporting what you believe — Practice what you preach To the extent that all graphic
Through this I have personally
designers and creative thinkers can
realised that you must not be
be sustainable, William McDonough
disheartened, that instead you must
states what it is about having a clear
find support to aid you in what you
goal and strategy, which can be
believe in and try to make some
achieved.
positive change. This can only be done through practicing in what you
The moral conflict which lies here
believe in and doing it to best of
there are many factors which can
your ability.
stop designer using their skills to have a sustained affect, which do fall into the moral conflict: is it right to save the environment or to save the poor? How does one decide? Until designers can reinvent the practice of sustainability so it mirrors ideological of community, equality and prosperity instead of contributing to capitalist-orientated motives the problem of designing responsibly for disadvantaged communities is that they will continue to be disadvantaged communities.
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‘You have to design with positive principles and positive goals. Modern industrial culture doesn’t seem to have principles. What we seek is a delightfully diverse, safe, healthy and just world, with clean water, air, soil and power, that is economically, equitably, ecologically, and elegantly enjoyed.’ William McDonough
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10
Inspiring — Have fun Through my own design and others
This methodology of working and
design I hope to have had inspired
putting it all into practice for this
someone to consider how to be more
publication was one which I found
sustainable in life or their practice.
fun and exciting, as not knowing
Through workshops which I have
100 percent knowing the what the
been part of such as informARTive,
finished outcome would look like
it has been evident that we have
with the stock and inks used.
reached a wider audience to engage and think about sustainability.
This has been a great way of demonstrating how sustainable
The Conscious Creatives garden
design meets good design.
and social space will help to get
Something which I had strived for
even more people involved in a
since the beginning of the course
sustainable lifestyle, while at the
and now feel I can and have achieved
same time offer a surrounding
this now. My methodology is to
of sustainable design through
demonstrate that sustainable design
reclaimed materials.
does not mean that the aesthetics have to fluctuate.
All of the workshops, meetings and continued support from students and staff have been really positive and I have really enjoyed being part of it them all. I cannot wait to see what the CC will go on to do now funding has been granted for future projects.
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The Green Methodology — Design A lot of contemporary design merely imitates the classic Modernist aesthetic without any of the idealistic social agenda that made Modernism such a groundbreaking movement back in the early 20th Century. I am frustrated at seeing or hearing my peers talk about my own design as “Green Design” – as if sustainability is somehow separate from good design in general. I believe that all design should be inherently “Green”. Good design is not about color, style or trends – but instead about thoughtfully considering the user, the experience, the social context and the impact of an object on the surrounding environment. No design can be considered good design unless it at least attempts to address some of these concerns.
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