AIGA Living Design Principles


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Presented at Resource: Green Design Expo in Portland, Oregon on April 22, 2010

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AIGA Living Design Principles

  1. 1. What are the Living Principles for Design? Kristin Rogers Brown, AIGA Portland
  2. 2. THE NEED While 87% of recently surveyed AIGA members view sustainability as a top priority, many of them confess they are ill-equipped to apply its principles effectively.
  3. 3. THE NEED “One serious problem for designers is that, even with a systems approach, there are few tools in existence that wrap these issues together. Instead, designers must learn to match together a series of disparate approaches, understandings, and frameworks in order to build a complete solution.” – Nathan Shedroff, “Design Is the Problem: The Future of Design Must be Sustainable”, 2009
  5. 5. weave sustainability into the broader fabric of culture shift consumption and lifestyle aspirations
  6. 6. THE NEED Everybody wants to do the right thing, but how do we start? + complexity of issues + decentralized resources + lack of filtering for how resources relate to design
  7. 7. History of an idea: We are standing on the shoulders of giants THE APPROACH The Living Principles for Design distill the collective wisdom found in decades of sustainability theories into INTEGRATED the first quadruple The Living Principles bottom-line Kyoto | Cumulus GDC Sustainability Principles Presidio Model framework for design. Natural Capitalism Sustainability Helix Okala Economic The Natural Step orum The Ceres Sustainable Principles Packaging Coalition The Hannover Principles re-nourish ACTIONABLE IDSA Eco Design PRINCIPLES Principles & FRAMEWORKS TOOLS Practices
  8. 8. THE APPROACH In order for individuals, societies, economies and the planet to flourish, we must recognize that these are inextricably linked. The confluence of these four streams is the key to sustainable design.
  9. 9. THE APPROACH where all aspects of sustainability find their way into society where designers have the deepest impact
  10. 10. ENVIRONMENTAL PROTECTION Actions and issues that affect natural systems, including climate change, preservation, carbon footprint and restoration of natural resources.
  11. 11. DESIGN’S OPPORTUNITY Visualize complex information and make it comprehensible and relevant. Invent new systems, products and services to deliver more value for less material and energy used. Integrate environmental criteria at every step.
  12. 12. DESIGNERS’ ROADMAP Learn and inform about environmental impacts of choices. Consider the entire lifecycle of design solutions. Consider the entire supply chain: suppliers, production, shipping volumes and transportation distances. Eliminate waste. Plan for use of materials in continuous cycles. Avoid the use of any environmeltally damaging substances . Consider appropriate lifecycle and durability. Minimize energy use. Maximize use of clean energy.
  13. 13. SOCIAL EQUITY Actions and issues that affect all aspects of society, including poverty, violence, injustice, education, healthcare, safe housing, labor and human rights.
  14. 14. DESIGN’S OPPORTUNITY Base messages and designs on principles of inclusion, equality and empathy to shape harmonious and healthy conditions. Visualize acute needs, raise awareness, prompt response, and affect policy Help improve quality of life.
  15. 15. DESIGNERS’ ROADMAP Create messages, artifacts, services and experiences that respond to the needs of all people, and promote and enable joyful, healthy living. Consider consequences for individuals and communities over the entire lifecycle. Understand the ethical supply chain. Minimize environmental, health and safety risks to employees and communities throughout the entire life and disposal cycle.
  16. 16. ECONOMIC HEALTH Actions and issues that affect how people and organizations meet their basic needs, evolve and define economic success and growth.
  17. 17. DESIGN’S OPPORTUNITY Design’s approach to investigation, analysis, and visualization can help create opportunities and invent new economic and business models for 21st- century realities, to set the foundation for a more sustainable world.
  18. 18. DESIGNERS’ ROADMAP Understand financial parameters and design to performance and cost criteria. Communicate truthfully and with transparency. Understand and communicate sound business values and benefits of sustainable solutions (efficiency, profitability, brand equity, employee morale...) Consider and encourage business models that incorporate product takeback systems, end-of-life product collection, upgrading and recycling. Consider equitable systems of corporate ownership (co-ops).
  19. 19. CULTURAL VITALITY Actions and issues that affect how communities manifest identity, preserve and cultivate traditions, and develop belief systems and commonly accepted values.
  20. 20. DESIGN’S OPPORTUNITY Connect people with ideas, motivate behavior change, and shift mindsets. This transformative power can shape new values and provide a compelling understanding of sustainability that ensures its assimilation by a broad array of people, nations and cultures.
  21. 21. DESIGNERS’ ROADMAP Create messages, artifacts, services and experiences that provide people with choices that can change attitudes and redefine prosperity. Support/promote the uniqueness of different cultures and recognize that highly functional systems are resilient because of their diversity. Consider historical, place-based, social, cultural and economic contexts to make design and messaging culturally relevant. Make sustainability desirable.
  22. 22. History | Framework | Resources | News
  23. 23. These are ‘living’ principles and as such they suggest a starting place. Your feedback is critical to keeping them vital and relevant. Use them. Test them. Adjust them. Teach them. And tell us what you find. We look forward to your contributions.