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Towards Sustainable Design: Minimizing Waste in Visual Communication

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As a visual designer, I have created many events, campaigns, posters, and other printed materials. In this post, let's specifically discuss a design waste that has been bothering me ever since I became a visual designer in 2009.

The Dilemma of Printed Materials

For offline events, printed materials are essential. Starting from the pre-event phase, I often have to craft brochures, posters, billboards, and banners to raise awareness. For the day of the event, I design cue cards, certificates, awards, x-banners, table numbers, and more. After the event, as I lie in bed exhausted from the day, I find myself wondering: where does all this design waste go?

Sometimes I hear that large materials such as banners are sold to scrap dealers. However, I often find boxes full of these materials in office warehouses, just sitting there, unwanted. I wish I could do something about this waste, starting from my role as a visual designer.

So, I would like to propose some challenges on how to minimize waste and lessen its harm to our environment.

Challenge One: Mindful Color Choices

When the idea for an event arises, it is essential to communicate clearly with your creative design team and outline this in the design brief. Limit the design to 2-4 colors. This approach helps reduce ink usage when printing materials, as most inks are petroleum-based and derived from non-renewable resources.

Keep in mind that it is perfectly acceptable to have a maximum of four colors in your event design. Trust me: in the hands of a good designer, four colors are enough to make the visuals pop. This not only saves resources but also simplifies the production process. Fewer colors can lead to quicker approvals and lower costs, which can be reinvested in more sustainable practices.

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Challenge Two: Budgeting and Digital Alternatives

Collaborate with your creative team to ensure budget efficiency. Begin by dividing event items into those that should be printed and those that can be digital. Aim for a ratio of 70% digital items and 30% printed items, or even 90% digital and 10% printed. This shift can significantly cut down on waste.

This challenge also shifts the mindset that gaining awareness is not solely dependent on physical materials. If you want to place a billboard on a busy street to promote the event, consider that digital strategies using SEO and algorithms can reach a vast audience. Social media campaigns, email marketing, and even online ads can effectively promote your event without the environmental cost of printing.

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Challenge Three: Partnering with Sustainable Vendors

If you find that printing materials is unavoidable, seek out vendors who prioritize sustainability in their products. Encourage them to offer options that align with your waste management goals, such as compostable or recyclable materials. This partnership can ensure that your designs not only look good but also have a positive environmental impact.

If finding the right vendor proves difficult, adopt a mindset of creating reusable materials. For annual events, consider using similar color palettes across years. This way, the visual guidelines remain consistent, and you won’t have to create new designs for every event. Reusable materials, such as banners that can be updated with new information or signage that can be repurposed, can also significantly reduce waste.

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Challenge Four: Post-Event Collaboration

Finally, plan for the post-event phase by collaborating with local eco-friendly organizations to manage leftover materials and waste. After a successful event, you can ensure that waste is handled responsibly. This collaboration can also open opportunities for community involvement, turning your event into a platform for promoting sustainability.

In my opinion, this challenge should also involve enlightening your attendees and team about the importance of sustainability. Inform them about the bio-based materials used in the event, encourage proper disposal in designated bins, and consider hosting an interactive workshop to raise awareness. Engaging your audience in this way can help foster a culture of sustainability that extends beyond the event itself.

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Designing for a Sustainable Tomorrow

These challenges extend beyond the creative team to involve many others. I believe that if we start by designing with sustainability in mind, every designer can be challenged to accept and work toward this goal. We need to advocate for eco-friendly practices within our organizations and encourage our colleagues to embrace sustainable design.

By implementing these strategies, we can significantly reduce design waste and its impact on the environment. Designers can be at the forefront of this movement, using our skills and creativity to make a difference.

I hope to inspire other designers to consider sustainability in their work. Together, we can create a more responsible, eco-friendly approach to visual design that not only meets aesthetic aspects but also respects our planet. Ultimately, solving problems is at the core of a designer’s mindset. It is our responsibility to ensure that our designs contribute positively to our world, rather than detract from it.


Posted 14 Jan 2025

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