One of the enjoyments in receiving a gift is the feeling of suspense while undoing bows and peeling off wrapping. I rarely use gift bags for this reason; it’s not quite the same to look into the top of a bag and reach in for your treat.
When my children were younger our infinite supply of butterfly paintings on butcher’s paper became wrapping paper – bright abstract designs perfect for all occasions (I would set up pots of green, red, gold and silver at Christmas). I’ve always loved the serendipity of butterfly paintings, the beauty in the unplanned splodges and streaks of thick colour with a sprinkling of sparkles thrown in. But the children are not so enthusiastic about getting out the paint pots as regularly as they used to – their crafty exploration time is divided amongst many new endeavours.
Look a little closer.
Yes, this beautiful paper is made from the discarded pages of home magazines. It’s surprisingly difficult to find upcycling examples. I think of it as giving something a second life, but googling ‘second life’ provides a multitude of links to the online virtual world of that name. Whole Living provides us with a way to make gift wrapping bows from magazines. And Brit + Co offer some great ideas to deal with those used mags – check out the drywall (No.6)! Australian Ethical really sums it up with their explanation of the excesses of Christmas and the implications for the environment. They actually like gift bags for that reason, they can be reused – fair point.
We all love to give gifts and we all love to receive gifts. A gift that is well chosen is so enjoyable to buy and give, and wrapping it with the same amount of thought is part of the pleasure for me. I think we can still give achieve those qualities while being green.
I would love to get a gift that looked like this.
Diane MacEachern has recently written a how-to post for North Americans to decrease the amount of junk mail turning up in their letterbox. I also suffer from that problem, except I live on 5 acres and rolled up collections of inked ads are thrown into the long grass at the front of our property every week. I never take the rubber band off, I never look at the messages, I collect them after I’ve mowed and dispose of them.
When we consider the lifecycle of a product, we have to look at the entire life: for a direct mail piece let’s consider growth and harvest of trees; transport of trees to make paper; transport to printer; use of inks, water and energy for printing, distribution to homes, distribution to tip. That’s a simplistic view of course, but now overlay the real purpose of the project – a sale. CMO Council lists a whole page of varying facts about direct mail, including this one, “Direct mail — yes junk mail via snail mail — still reigns supreme, offering response rates of 1.1 to 1.4% versus 0.03% for email, 0.04% for Internet display ads…”
Diane offers some good ideas for the consumer to restrict the mail arriving, but given that “44% of direct mail is never opened” (CMO Council again), and has such low take-up rates of “1.1 t0 1.4%”, I really believe that direct mail has to be carefully considered as a means of promotion in a world where resources are precious and finite. As a graphic designer, I can be part of the solution.
In Design Activism, Fuad-Luke points out that graphic designers have lagged behind other creative professionals in their adaptation to green design. One of our main issues is that we are employed to produce marketing material to sell something – maybe something that you don’t want, and probably don’t need. In simplistic terms, this is different to the architect where the client does want and need a home. I had that a-ha moment recently when I almost came home with a beautifully designed, packaged and copywritten bottle of… cordial. I don’t drink cordial.
One of the aspects of new media that really excites me is the possibility for green graphic design: promotion with minimal ecological footprint. I wrote this year on my SarahHeathDesign blog about the crazy Dubsmash web platform and what happened when the public got hold of it. Dubsmashing could be a fun promotion tool (for the right product and demographic) without printing promotional material, and an aspect of Green Graphics.
We still have to sell the cordial, but maybe we can include an idea on the bottle’s second life, a way to reuse and upcycle. A way to be green.