How to create an eco-responsible visual identity?

What is an eco-friendly graphic design?

When we talk about eco-friendly graphic design, it's more about ethics than adding green to your color palette. This shade is not necessary if it does not correspond to the image you want to project. Eco-responsible graphic design is more about rethinking the way you create visual content to reduce its environmental impact. This involves many choices, both in terms of graphic design and print production, or the digital environment you use.

You don't adopt an eco-responsible visual identity to clear your conscience or to distinguish yourself at all costs. It is first and foremost a commitment, and therefore a concrete approach that aims to limit the harmful effects on the environment while remaining consistent with your company's values. This approach also includes attention to the inclusiveness and accessibility of the messages. If it is authentic and aligned with your mission, your customers will recognize your efforts.

When thinking about how to carry out this approach, it is generally easier to design an eco-responsible brand image from the outset than to change an existing identity.

Elements to rethink for an eco-responsible visual identity

Unless you're creating content solely for the web, it's essential to think about some key aspects of design. Here are three things to consider to move towards more eco-friendly graphics.

Colors

The choice of your color palette has a direct impact on your brand's ecological footprint. When you're creating content for print, you typically use the CMYK color mode. That means all of your designs are created through the use of four colors: cyan, magenta, yellow, and black. Each shade is thus composed of varying percentages of these four colors. A color is said to be "eco-responsible" when the sum of these percentages does not exceed 100%, making it a color with a low ink rate.

When designing your print projects, pay close attention to the use of your colours. Make sure that the whites are 100% in order to avoid unnecessary ink use. Also lean towards 90% black instead of 100% black. The difference between these two shades is minimal, and in large print runs, this small change can make a big difference. Also avoid the use of dark backgrounds, which consume a lot of ink. Instead, reserve these dark colors for text or small graphic elements.

Light shades often use less ink than dark shades, but that doesn't mean you should go without dark shades. These are necessary to create contrast and ensure the proper readability of your visuals.

Typography and shapes

Did you know that the choice of your fonts has an influence on your environmental impact? This is because fonts with thick lines or flourishes (such as script fonts) generally consume more ink than thin, sans-serif fonts. In addition to using more resources, they also take longer to print because of the level of detail, which leads to higher energy consumption. The same principle applies to shapes: the more complex they are, the more ink and energy they require to put them on paper.

You don't need to rely solely on thin fonts and simple shapes to have an eco-friendly visual identity. However, incorporating them into your brand image is a great idea, especially if you regularly produce print content.

Trends

As a business, it can be tempting to keep up with the latest design trends to stay current. However, it's a good idea to think about it as it relates to eco-responsible graphic design. You want to avoid having to reprint all your promotional materials, consuming more resources in the process. Instead, opt for a timeless and durable visual identity that will last many years and that you will be comfortable with in the long term.

Greener production choices

Every print consumes resources. We often think of paper and ink, but printing a document also requires energy and water. In order to be more eco-responsible when printing business cards, posters or any other marketing material, check if recycled paper or vegetable inks are available. Also, make sure you use the correct format to avoid wasting unnecessary printing media. Proper color calibration on your work computer is also essential: it helps reduce printing errors, and therefore material loss.

The role of the web

Being an eco-responsible brand also applies to the digital world! In this space, we are less about style or colors, but more about energy consumption. To make your website more eco-friendly, avoid unnecessary animations and features that weigh down the page and increase its loading time. Favor lightweight images, since they require less bandwidth and energy to display, thus reducing the carbon footprint of your site.

Also pay attention to the actions taken by your hosting provider. Some companies are working to be more and more eco-responsible while continuing to offer you quality service.

Creating an eco-friendly visual identity doesn't mean compromising on style or quality. Rather, it is a matter of making thoughtful choices that respect both the environment and your brand's values.

Ready to create an eco-friendly brand? Explore the FreeLogoDesign logo maker and let your creativity run wild!