Adapting to create better

To design responsibly, you first need to ask yourself the right questions:

• Consider the relevance of the communication medium: is it really necessary, or is there a more responsible alternative?;
• Demonstrate sobriety and promote it (by designing simple logos, for example);
• Keep your creative freedom, of course, and see the conceptual restrictions linked to eco-design as an opportunity to surpass yourself or find a new artistic style;
• Don’t forget that, despite everything, every medium and every graphic creation must remain accessible, legible and understandable to everyone.

As communicators, we have to adapt to the media we use in order to be as relevant as possible to our targets and objectives. Print and digital do not obey the same rules, have the same characteristics or the same limits, so we need to approach their eco-design differently.

To meet the objectives of print eco-design:

• Use as little ink as possible (pay attention to inking rates and solid colours);
• Optimise the space used to avoid wasting paper (pay attention to font size and line spacing);
• Use finer fonts, or even eco-fonts…

To meet the objectives of web eco-design:

• Choose the right colours (in terms of energy consumption and accessibility);
• Use visuals that are appropriate and the right size (images, videos);
• Make the website as lean and light as possible (typos and lightweight files)…