
I can’t remember the last piece of collateral I had printed by a commercial printer. It has been well over a year since I sent a job to a traditional print shop. I’m even hesitating to have my own business cards printed, instead telling clients I will send an e-card with my info. (Yet that calls for work on their part, laser printing, trimming and filing.) So, I’m about to break down and actually have cards made.
Don’t get me wrong, printing is absolutely essential, not only for marketing and advertising, but our daily visual experience.
The internet has become such an effective marketing tool, printers are suffering. But I believe there will always be a need for printed pieces. With the advent of “Green Awareness”, designers are required to become more educated as to the necessities of “Green Design” and production. Exactly what does that mean?
Let’s start with paper.
Some papers claim they’re recycled but that’s a bit misleading. There’s a difference between “recovering paper” and actually using “post consumer waste” to produce stock. In my opinion, truly recycled paper contains at least “10% post consumer waste.” That means the paper has actually been used by us, the consumer. Make sure if you want to use post-consumer, recycled stock, it contains at least 10% post-consumer waste. Your printer can provide that information.
“But what does recycled paper look like?”
People expect to see lots of flecks, fibers, even bugs along with other irregularities in recycled papers! Not true. Realistically, recycled papers are visually nearly indistinguishable from non-recycled papers. They will generally have lower brightness than most virgin stocks, but that’s about it.*
Green-conscious typeface.
There is a really cool typeface developed by SPRANQ Creative Communications in the Netherlands called “Spranq Eco Sans”. The premise behind the design of this face is that laser printers not only use paper, they use ink. Using this font will make your ink cartridges, or toner, last longer. Why? The font has small “holes” in it. It’s use results in up to 20% less ink output. It’s free to download for both PC and Mac at: http://www.ecofont.eu/downloads_en.html
Here’s an example of how the font appears enlarged. When used at normal 10 to 12 pt., the “holes” are barely noticeable. A brilliant concept.

Final Tidbits.
Since “Green Info” is a bit overwhelming, I’ll cite some information I’ve found that may be of interest.
Ø On average, you receive 230 pieces of unsolicited mail per year. Try safely transacting online as much as possible. When you receive “junk” mail, shred it and place it in your recycling bin.
Ø Advertising and marketing campaigns that fail waste resources and the dollars spent to produce them. If there is an alternate way to market your product, opt for such.
Ø When getting an item printed, ask your printer if they use soy- or water-based inks. There are a myriad of on-line printers who offer green-focused printing at unbelievably reasonable prices, even if you only need a few pieces. Now everyone can enjoy eco-focused, professionally printed pieces. One of the printers I’ve had outstanding results with is www.printingforless.com
Green Designers.
By nature, designers are problem-solvers. Use a green-conscious designer that creatively encourages Sustainable Practices, those habits which protect and reinvigorate the environment while honoring those who participate.
Finally, a light bulb is a visual representation of a good idea. However, a great designer is able to think outside the bulb. Use a green-knowledgable designer when possible.
*www.greenerprinter.com
Susan Tate is a “green” designer in Ft. Worth who thinks, creates and innovates while being environmentally responsible. She is a frequent contributor for CynerGreen projects both in design and copywriting.
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