Design Thinking

The paper vs. plastic debate, or non- debate, is a great starting point for the discussion of our environmental responsibility and sustainable design. I feel that one reason why it?s a hot issue is that it is relatively easy one to solve. Retailers may be spending more money on biodegradable bags and consumers may grumble about a bag tax or no plastic bags being available. However, on the grand scheme of things peoples lives will not change drastically and everyone can walk out of Whole Foods patting themselves on their backs.
This is not to say that it shouldn?t be done, the consequences of removing bags, paper or plastic, from stores go beyond less space taken up in landfills. Just the talk of removing the bags leads people to think of other things they can do for the benefit of our environment. I think we?ve established with this easy question is not if but when.

What else can be done to lead to a more sustainable society? We?re obviously succeeding in living in a waste intensive society. One that has led to 3 ton cars transporting 150 lbs of person daily and 3500 square foot homes for families with 2.5 kids. I feel that as designers we hold a high responsibility for reversing this trend. Much of this responsibility comes from the very nature of our business and the ways in which we can push people the other way. As an industrial designer my job is to create products, to create desire, and to lead people to feel they need an item. For me to succeed, a person has to look at what I have designed and say to themselves, ?wow, out of all the stuff I already own, I don?t have that, and my life will be better if I own that.? That doesn?t sound like the mantra of a green revolution.

I feel that to be a socially and environmentally responsible designer I must always have that knowledge in mind. On the issue of landfills, what products will be thrown out in the replacement of this item, and how long will me product remain in their hands? How can this product be made to produce the least amount of waste and pollutants and how can it be made to have the longest possible life cycle? All of these are good questions for me to ask of a new product, but how do I get people to ask those questions.

I think that last question is what we as designers must really strive to do if we are to be a driving force in developing a more sustainable society. Two principles must be kept in mind while considering this question. One was mentioned by Dean Malecha in class. He paraphrased an author stating that true environmental revolution will require pain. Some people will loose. People will not change their habits until they have a reason to. An example of this is the current rising cost of fuel. For years in America we have enjoyed vastly lower fuel prices than much of the world. As a result we have an auto centric culture, where as Europeans for example have adapted to become much less dependant on the cars for every day transportation. To this end, we as designers must recognize where people are hurting, and provide better alternatives.

Another principle we must keep in mind is that people don?t always seek out information that is pertinent. For example, that person isn?t throwing a given object away because he/she is lazy but because he/she doesn?t know it can be recycled. Part of our job as designers should be to provide people with obvious alternatives. Clever labeling is one way this can help. I found one clever example of this very close to home. Jimmy John?s Sandwich shop is handing out sturdy cups labeled Jimmy John?s Party Cup. This fun labeling encourages the companies target audience to reuse the cup rather than throwing it away.

Posted by Nathanael Zellmer on February 25, 2008 at 11:58 PM EST #