7 Tips for Leading Clients Towards Greener Design Solutions

As a business owner I learned long ago that designing great projects is one thing, but leading a client towards entrusting you with their brand is an incredibly crucial —and often overlooked — part of the process. Recently I organized a panel discussion for Spark Design Professionals and AIGA/NY to explore how during initial business conversations some of New York City’s top green designers are able to shape projects into environmentally friendly communications. I wanted to glean an inside perspective on what these successful advocates did to shift the conversation beyond simple aesthetics and dig deeper into the purpose of the promotion, the materials, and manufacturing process used. During the panel, I spoke with Don Carli, a Senior Research Fellow with the nonprofit Institute for Sustainable Communication (ISC). The Institute’s mission is to foster the widespread adoption of economically viable, effective, and environmentally-friendly uses of print and digital media. I also spoke with Cheryl Heller, CEO of Heller Communication Design, who believes that communication design has a vital role to play in the creation of a sustainable future, and Hugh Hough a global warming ambassador for Al Gore’s The Climate Project. In 1993 Hugh founded Green Team, New York’s first (and only) environmental advertising agency. What I’ve learned during our conversations is that there’s no such thing as a one-step to “sustainable” process. When seeking to help a client go green, it’s best to acknowledge that 100% sustainable is really still an aspiration. Many of processes and systems inside and outside of the design industry simply aren’t there yet. However, rather than this becoming a deterrent from getting started, this should be seen as an invitation to become an industry leader. Small moves really add up and any effort can make a difference. Here are 7 things I took away from our conversation: