GREENING GRAPHIC DESIGN: A Step-by-Step guide
Green Graphic Design: Step 1, Your Printer and You
Printers and Graphic Designers have long lived in entwined chaos, each attempting to interpret the electronic wizards living within their individual computing systems. Logic suggests that adding environmental concerns to this equation will only serve to exasperate this already malfunctioning system. Fortunately for Green Graphic Designers (and printers), these days are long gone. Gone are the days we send our designs into the ether hoping to receive perfect pieces of printed matter on the other end (…right).
The green path of the future involves getting intimate with your favorite printer.
This was the fundamental conclusion of o2-NYC’s
In the uncharted wilderness that is green design, consider these men to be your guides.
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While we wish it were as simple as specifying ‘recycled’ paper and soy inks, we were surprised and delighted to learn that the greenest printers and print technology innovators have moved beyond false promises of simple cure-alls. Instead, each link in the supply chain is coming forward with their own sustainable solutions, from Processless Printing Plates to eliminating the use of VOCs in inks and coatings.
Perhaps most exciting, companies are beginning to analyze this supply chain for sustainability requirements. Standards such as FSC (Forestry Stewardship Council) and ISO 9000 and 14000 are taking us in the right direction, encouraging companies to investigate the chain of custody of the materials they select, and to apply principles of continuous improvement to their businesses, ensuring that next year will be greener than the last. However, there is still no single standard or criteria for us to follow, and some of the certifications that do exist are too expensive for small print houses to obtain.
Designers Beware! In a world where ‘Sustainable,’ ‘Green,’ and ‘Eco’ are buzz words, can we trust a printer or materials supply company when they tout their greenness? Of course not! We know better.
What we can do is ask questions and arm ourselves with a list of guidelines to follow. This does mean some personal commitment, not only to educating ourselves about what it means to be green (or what it means to us), but also becoming BFFs with our favorite printers.
Here are a few ideas and questions to get you started.
Guidelines for you:
+ Start the discussion early (before you lay one path on your virtual artboard).
+ Calibrate your equipment to facilitate print accuracy and enable the use of PDFs, rather than printed proofs.
+ Spend time on pre-press – check with your printer to trouble shoot your file set up, and get it right the first time
(you’ll save resources as well as your sanity)
+ Limit your Color Palette (check with your printer what the maximum number of colors for a single run through their press is)
+ Consider where your materials come from and save energy (fuel consumption in transport): is your printer located close to the area of ultimate distribution of your printed matter? Does that special paper you “must” have, come from
+ Stick to standards: paper sizes, standard die-cutting options (your printer will love you for this one)
+ Specify the Greenest paper possible [totally chlorine free (TFC), post industrial recycled content, post consumer recycled content, FSC certified, recycled fabric content, tree-free paper (Kenaf, or Hemp)].
Questions for your printer:
+ Does your printer use Alternative Energy to power their equipment?
+ Do they outsource jobs or complete everything in house? Eliminate energy use in transport.
+ Are they (or their papers) FSC or ISO 14000 certified?
+ Investigate the chain of custody for materials they use (inks, paper, other). Does your printer keep Lifecycle Material Data Sheets for their products?
+ Do they use Process-less printing plates? (This cuts down on those nasty photo sensitive toxics, and replaces them with inert carbon and tap water.)
+ How do they chose their ‘green ink’ (non-toxic, non-metallic, vegetable based, soy based, linseed oil based, other?)
+ Do they choose Inks, Coatings, Press
+ Cleanliness of facilities: do they dispose of their ink excess and materials properly? Visit their facilities and see for yourself!
Working together:
+ What are the optimum sizes for you lay out your documents given the printer’s press size?
Talk to your printer about which standard formats and sizes you can specify to cut down on paper waste.
+ Use of Work-Off ink (your printer may be able to mix special colors for you made from excess ink from their previous jobs).
+ Use of standard dies for die-cutting needs.
The Light at the End of the Tunnel. There’s one more added bonus – although your printer may not be eager to have you as his new best friend, he’ll love you for it in the end. What printer wouldn’t love to receive perfect documents that adhere to standards and don’t tax their equipment or necessitate the need for anything ‘custom’ or time consuming? And guess what: It will save you and your client’s money too!!!!
Join o2-NYC in upcoming design related events for those that are ready to learn the art and practice of green.
Resources:
http://sustainability.aiga.org
www.o2-usa.org/resources.html
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