Sustainability Lecture Organized by AIGA

Posted on March 13, 2010 by itees

On Friday, March 12, I attended a lecture with another designer. Organized by the AIGA, “Design Thinking & Sustainability w/ Chris Hacker from Johnson & Johnson” took place at the Tishman Auditorium in NYC.

Aside from the problems with their powerpoint presentation, which got quite a few chuckles from the “designer” audience, it was a presentation about the possibilities we as designers can achieve if we make the effort. It’s important to lead our clients toward “green” packaging and printing even if they think it’s going to cost more, because it’s the right thing to do. Sometimes, depending on the item and the quantity, it may not cost more, so why not give it try.

Chris Hacker, who has been Johnson & Johnson’s Chief Design Officer for the past five years has overseen the application of sustainable design thinking and practices. In addition to building a 120-person think tank, where environmentally-conscious decisions are part of the process, he, along with the the rest of his team are implementing ideas with all sorts of products.

By simply changing the overall design so the product can be reused, eliminating part of the packaging which isn’t needed, or changing the printing techniques and inks, we can reduce the amount of paper or plastic being used and when you multiply that times the amount of products sold, that’s a lot of trees saved, and less waste.

We have the power as designers to reshape the way consumers see products, and can sometimes make a change that is environmentally sound and yet consumers don’t even notice. Most consumers are into being “green” and if they realize a product has changed to help the environment, like less packaging, or they can recycle it, they’re more likely to buy it and feel good about it.

young-leaves-in-forest

From the Johnson & Johnson website about “Protecting the Environment”

“We set high standards for our operating companies in the area of environmental responsibility — striving for performance that does not merely comply with regulations but reduces our environmental impacts. We have a responsibility to take care of our planet and preserve its beauty, resources and strength for future generations.”

You can be sure with every project I work on, I’m committed to producing or printing it the “greenest” way and will work hard to convince my clients to do the same.

Original Graphic & Website Design Styles

Posted on December 4, 2009 by itees

Lately, I’ve come to realize that when potential clients are searching for a graphic or website designer, they don’t realize that we each have our individual style. Just like fine artists can range from impressionism to art deco, and illustrators can range from cartoonists to realism, so do designers. We all have typefaces we like and use more than others, we have color palettes that appeal to us, and we might be attracted to certain genres. If experienced, we also have the ability to adapt, if a client is looking for a particular theme or style, but we can only go so far.

As someone who loves designing posters, I’ve always been drawn to the classic movie posters and advertising of the 40s. One of my favorite artists from that era was, J.C. Leyendecker. He illustrated covers for The Saturday Evening Post, Ads for Chesterfield Cigarettes as well as many other well known publications and brands. Another person through the years I’ve admired is Seymour Chwast and not just for his posters, but his wonderful style and originality. I’ve written previously about Milton Glaser, another legend, and was so thrilled to see the recent exhibition of his work in NYC.

I show these artists and their original styles, because I think we need to enlighten clients into realizing that not all graphic designers are the same. A graphic designer is not just cut from a mold, and we all design differently with our own sense of originality. Also, it’s important to realize that many graphic designers have additional talents they can use depending on a particular project. I know many illustrators who can design as well and they each have their own originality. Some friends of mine, to name a few, Todd Radom, Peter Thorpe, Wendell Minor, Greg Spalenka, and Marc Burckhardt.

If you gave the same assignment to three different designers, you’d get three very different results.

Here’s a short list of different styles or themes which you’ll notice apply to illustration, but crossover to graphic and website design as well:

Old-fashioned, retro, minimalist, clean, distressed, three-dimensional, typographic, hand-lettered, hand-written, illustrated design, green, naturalistic, eco-friendly, classic, marquee style, cartoon, futuristic, whimsical, art deco, art-nouveau, surreal, and brush work.

I’d also like to discuss color palettes. Only an experienced designer can understand the right color palettes to be used in the right ways. Whether appearing as a graphic advertisement, website or email campaign, everyday I’m horrified by the designs I see. Just today someone who owns a local business, sent along an email campaign, with the most horrid color combinations I’d ever seen put together, and this isn’t the first one they’ve sent, or the first client to think they can design because they have a computer. This is a perfect scenario for why a business owner should know when to hire a professional graphic designer to help them.

Recently, I purchased “The Web Designer’s Idea Book“, which does talk about themes, color palettes and styles, along with sample imagery, but this only touches on the subject.

I have profiles on all the assorted websites for freelance online search, such as, Guru, Elance, LinkedIn and Merchant Circle. You’ll notice that “Graphic Designer” is a general term, the same way “Website Designer” is, with no distinguishing styles or characteristics. I believe these search sites need to build some styles for designers, the same way they do for illustration, otherwise how is a client to find the right person, without looking at a hundred portfolios.

For now, I guess my point is that clients need to review an artist’s body of work carefully, make sure they see something that appeals to what they want for that particular assignment. If they do, the outcome will always be right on target.

Eco-friendly Design Without the Eco-friendly Product

Posted on November 14, 2009 by itees

Recently, I was shopping in an office supply store and came across some notebooks with the cover design on the outside promoting eco-friendly thinking, but the product didn’t say anywhere on it, that is was printed on recycled paper, or have any kind of logo or seal on it. So, I’m wondering why design something with the right type of message, but not go the next step and print it on recycled paper or FSC-certified paper? Because it usually costs a bit more. Regardless, they should have printed it the right way.

A few weeks ago I was watching the HBO program, Real Time with Bill Maher and he was talking about being in the supermarket and seeing the Froot Loops packaging that is advertising it’s a healthy, fruity, product? Agreeing with him that thinking of that cereal as healthy is a bit of a stretch considering the amount of sugar in that cereal.

Then I went to Cartridge World recently, to bring in my cartridges for recycling, and I see a new package on the wall called Ecco, so I think it’s eco-friendly ink. They even created green swirly packaging to make us think it’s eco-friendly. Nope, that’s just the name of the company.

It’s important to promote eco-friendly and green thinking, but let’s not try to fool people into buying a product that isn’t what it appears to be!

Have you seen any eco-friendly designs, or “green” packaging and the manufacturers did not follow through and actually produce them the right way? Send your comments in!