Sustainable Design – Well Worth the Green.

We have all heard how global warming is effecting our environment and our lives. We understand the consequences it has on future generations. As a result, consumers are starting to request, and often demand environmental accountability.

Businesses now have to ensure their brands are perceived as sustainable with many major brands adding sustainability to their current business agendas. What you may not know is how, as a business, you can contribute to this “green movement”.

Through various marketing strategies you can effectively communicate to your target audience that your company has “gone green” while still maintaining the branding that your clients have accustomed to.

Here are some Green Design Tips that are trendy and effective (both in visual appeal and in cost):

• Black is green. Studies have shown that dark colour backgrounds on websites save energy on CRT monitors.

• Less is more. Instead of printing off single-sided inserts for that kit folder you’re using for sales presentations, why not print on both sides, or, better yet, utilize the inside covers of the folder for additional text and images.

• Head towards the white. Don’t be afraid to leave some extra space by reducing the amount of text and images. Not only will this mean less ink, “white space” is good for design and can be powerful in helping to get your message across.

• Good vegetables. Vegetable- or soy-based inks don’t harm the environment like their petroleum-based counterparts are prone to do, while still maintaining that “I never would have guessed it” look and feel.

• Print vs. Electronic. Newsletters for internal circulation do not need to be printed on paper. Consider having your next newsletter or press release designed in PDF format for electronic distribution only. Instead of sending out a brochure or sell sheet, considering making this same advertising material accessible online and encourage downloading versus mailing.

• Reduce the waste. Before you target every man, woman, and child in the country for your new advertising campaign, sit down and estimate how many people will actually be interested in your new mould-proof metal piping product. You might even consider doing a small test run first to get a general idea of the potential interest.

• Trust the paper. The quality of recycled paper has come a long way over the past five years. Speak with your designer or printer to understand which options are available and don’t be afraid to advertise the fact the paper you’re printing on is recycled.

These are just a few of the environmentally-minded approaches when considering your future design/marketing needs.

Your environmental and financial future can be as green as you want it to be. So do not hesitate to approach your graphic designer or marketing team about ensuring your next design product is sustainable and safe for the environment.