Design Will Change

This article is part of The Sustainable Studio column originally appearing on the Business of Design Online.


Have you heard? Green is the new black, according to everyone from Vanity Fair to Forbes. This makes some of us shudder, as eco-everything becomes yet another trend to keep up on. We’ve all seen the pharmaceutical ads encouraging patients to self-diagnose, and we can sometimes feel like those doctors who are inevitably forced to prescribe drugs they know little about. Sure, we can spec recycled paper. We’ll just add a little soy ink. And that’s often as far as we go, having done our part. It’s safe enough, we reason, and the patient is happy again. Next, please.

But let’s be honest with ourselves, if not our clients: we don’t really know what we’re doing and some of us aren’t even sure why we’re doing it. All we know is that this trend keeps growing, sinking its roots into the public conscience like new media and that whole Internet thing. It’s a new reality growing up around us and we aren’t quite sure how to respond.

Read the full article on Business of Design Online.