Taken from a posting on the Portland AIGA group on linkedin.com from the Compostmodern PDX event that happened:
As Brian Dougherty pointed out, “we’re in the belly of the wave” referring to the necessity of creating more sustainable design solutions now but also the difficult reality of doing so. The whole point of the book Green Graphic Design, he said, is that sustainable design is “exciting but a total pain in the ass.” He gave the audience three seeds of wisdom.
1. Be a systems designer. Look at the entire production process and design backwards starting from the landfill.
2. Design for change. Don’t just design artifacts. Try to add value to what you do. He used an avocado as a metaphor to illustrate how design is practiced—the outer skin representing surface-level “stuff” – designer as manipulator of stuff. The inner flesh represents the realm of brand and information – designer as message maker. But he called on us to start at the core—the seed where change happens—and move outwards, rather than starting with surface design first – designer as agent of change.
3. Less bad does not equal good. Doing just a little bit is only less bad; it doesn’t constitute sustainable design. Good design (green design) goes well beyond the status quo.