Submission 3 Essay
A man is but the product of his thoughts.
What he thinks, he becomes.
- GhandiMy investigation into sustainability was centred around the notion of how personal values have an impact on how we approach sustainable design. My goal was to gain a greater understanding of the complex system of cultural and social interaction that has led to our current era of excessive consumption. As a designer our role is to create for our society and if our society does not embrace sustainable ideas on a mass scale then one must question if we are still obligated to uphold them. A designer often has a clear system of ethics with which they create and I chose to utilise the time I had in studies this semester to develop my own moral principles by which I design.
Personally, my past approach to design has been very commercial. I often approach my projects on a marketing rather than conceptual level. Currently I run my own web design company in the hope that success in that field will give me greater creative freedom to continue as a freelance designer. I spent a large portion of this semester devoting time to an active business plan for my company. Thus my recent experience in design has been distinctly profit driven. Essentially I have established an anti-narrative that has acted in opposition to later values I have developed when working in the sustainable studies class.
It has been critical throughout this semester that I should develop a greater personal understanding of what sustainability is. A few weeks in I sketched a map of all the forces I thought effected sustainability (appendix 1). I look back on this mess of lines with greater clarity then when I drew them. The key word is awareness. Products and systems have a complex impact on our society and planet. The impact is not only physical but also cultural; be it politically, economically, socially or environmentally. One needs to develop an awareness of this complex system of interacting forces in order to reduce their impact on the future. This is where the idea of value comes into play. The use of bagasse (the residual waste from raw sugar processing) exemplifies how sustainability can be valued. The heat produced by burning bagasse is used to power machines that crush sugar cane, and also for electricity generation . There is an economic incentive for the industry to utilise this energy that would otherwise be wasted, thus it is valued. Where the cost of implementing a system of recycling is greater than the profits entailed then it is scarcely implemented. For example, I directed my investigation towards packaging design, in particular packaging for transportation to retail stores (appendix 2). Currently cardboard is used extensively as it is cheap to produce. From an environmental viewpoint there is a great deal of waste, however, economically it remains the best solution.
I appreciated the recent talk by visiting academic J.C. Diehl from Delft University who showed a diagram on Sustainability. What I appreciated was how he related these principles back to the role of the designer, which in essence is what my study focuses on. A designer has to be considerate to all three of these forces and ideally sustainable design encapsulates all three harmoniously.
A designer often has a choice to utilise sustainable ideas in their creations. This is ultimately reliant on their personal ethics and beliefs. As a student one is presented with work created by design idols such as Ross Lovegrove and Karim Rashid. In a recent interview Lovegrove stated, “I try and imbue everything I do with a value system, a certain trinity of everything that is required. When you design consumer products, one has a moral and ethical responsibility to society, and the ecology as a whole, to make sure what you do is succinct on all levels.” Whilst there is an enjoyable idealism in the quote one must question whether it is simply another example of the rhetoric by which designers often talk. From an aesthetic point of view his work is beautiful, but it would be difficult to argue that his magnesium powder coated “go chair” is ethically responsible on a sustainable level. Herein lies the contradiction that faces a designer. Whilst the ideals are clearly visible Lovegrove has to find a balance between his principles and the client’s desires.
When I was examining my own moral convictions I recalled a small Brisbane graphic design studio, Inkahoots, who exemplify a clear ethical rationale to design. They have chosen to accept work that reflects their moral principles with their focus on community and culturally sensitive work. Their works and ideas are very provocative, often sparking violent reactions with their offices being vandalised and attacked by arson. This determination and conviction is needed when one creates outside of the socially accepted structure of design practice. My past semesters work led to the altruistic conclusion that the design is a selfless act for the greater good. The reality, however, is that our society glorifies individual designers. Success is measured by notoriety and exposure.
In order to create design for a sustainable future, one needs to develop a clear understanding of sustainable ethics and how they are going to have an impact on design practice. These beliefs include; a disdain for waste, a consideration for the environmental impact of materials, an understanding of the lifecycle of your product and the creation of systems that promote symbiotic relationships. I have considered how I have brought these ideas into my design practice and how they represent a conscious effort to further develop my personal ethics.
Whilst small scale recycling may be considered a token act on some levels, developing systems of reuse is a great way a designer can immediately challenge unnecessary waste. My work with the zoo led me to establish a recycling network between Reverse art truck and Melbourne zoo volunteers. I also created an awareness on the utility of unwanted plastic point of sale displays (appendix 3) to the zoo. I also participated in a t-shirt swapping exercise intended to breathe new life into unwanted shirts. What has become evident is that people are willing to practice sustainable ideas if the system is presented to them. What was needed was for someone to organise the network and follow the relationship through to fruition.
My experience with this year’s Fringe Furniture exhibition exemplifies our societies willingness to embrace sustainable ideas as long as they provide economic return. The theme “resurrect” provoked the idea of reducing waste with new creations. My piece was a chair made from folded recycled carpet (appendix 4). What disappointed me, however, was the number of pieces off the shop floor that had little consideration for the environmental impact of manufacture. The piece that won the Tait acquisition award was made of pressed aluminium. Which leads one to question whether the furniture industry itself is sustainable. It is evidently very difficult to be successful creating sustainably within a system that glorifies inconsiderate, wasteful consumption.
It is through personal design projects that ones morals come to the fore. When presented with a brief to create for the Melbourne Zoo I was confronted with a situation that challenged my sustainable principles. The zoo itself is a system that is ethically controversial. My final project is representative of my view that it is the role of the designer to be a facilitator for a new way of thinking within the system. My basic proposal is to create a virtual zoo environment in Melbourne where visitors are able experience, be educated and entertained whilst be aware that profits are being invested into the animals natural habitat. The concept is provocative and in a studio where there is potential for a commercial future creating “enrichment toys” for Melbourne zoo I have created something that is not immediately marketable.
I have approached this studies work as a way to heighten my understanding of individual design practice through gaining an appreciation of the benefits of sustainability. Presenting how I have valued the ideas explored in this class through their impact on my other projects this semester has been the best way to exemplify this.