In the advertising industry today, so much of the creative process relies on digital media and technology. As a result, some people tend to forget about where the creative process actually begins; in your mind. Transferring these ideas and designs into a visual form is where the creative process ultimately becomes personal. For example, our designers sometimes start creating with the most basic of tools, a pen and paper.
The best part about paper and ink is its expansive possibilities. Some designers begin to feel limited when starting to move into the printing stages, for example, by paper choices, and so much more. In reality, it’s quite the opposite. Almost everything is possible in print, including sustainable print design.
In an age where less is becoming more, and minimalism is trending, print design has had to evolve just the same. Although print media has been said to be on the decline, it still, in fact, exists. Although this digital age that we live in encourages less waste, more efficiency, and increased use of technology, that doesn’t mean that the roots of this industry should be forgotten. When designers are faced with the challenge of developing unique packaging and print designs, they often times today must remember the importance of sustainability.
Some great examples of this are:
Ryman Eco font was designed so that when used in print it uses 33% less ink than traditional font typefaces so that less ink cartridges have to be used. This font is great when used for titles and headlines with its clean and elegant characteristics. Designed by creator Dan Rhatigan and in collaboration with Grey London and UK stationery retailer Ryman, to create a sustainable font. Also created to sustain readability and legibility so that the mass public would want to use and download it; ultimately helping the planet.
Created by Made by Alphabet, all of Leed’s print and promotional material are risographed on 100% recycled sugar paper that does not just help the planet but also has a unique characteristic that as it ages the paper changes just as the juice does.
Knoend has designed a product that requires no packaging; the product itself is the packaging. The company has even promised to take back the product the consumer does not want anymore and recycle/reuse the products effectively.
The biggest challenge to sustainable design is to not sacrifice craft and beauty, but rather to create something remarkable; while being equally committed to conserving resources, and remaining on trend with sustainability.