Knowledge about being "green" in daily life

I defined college students as my target group. They are open-minded, still willing to learn and able to change their behavior.

The important question right now is what they are willing to change and what they already know about a "green" way of life.

I will interview a few college students personally and send out a short survey to find out:

· What do they know about sustainability and "green" living?

· What do they already do in your daily life?

· What do they know about, but don't do and why?

· Do they know why they as a person can make a difference?

· Are there topics like recycling, energy-saving, "green" consumerism and so on they don't feel well enough informed about?

· What did they do as a child and youth at their parents house? What are they doing now as college students at their own place? Did their behavior change? What do they think they could do in future? 

· Is there one behavior they would change? If there is one behavior they could change, what would it be?

· What would motivate them to change a behavior to a more sustainable one?

· Is there something they wish they could change?

· Is there something they will never change?

To answer this question is very important to specify the area college stundent would be willing to change their daily behavior in and  to find out how educated they are in the area of sustainbility.

Do they need more information/education or more motivation?

"Start with the man In the mirror. Ask him to change his ways"

A designer's role

A visual communication designer can have different roles:

1) A VC designer can manipulate words, create images and specify materials.
Green design it is a matter of finding and using better materials like nontoxic ink, tree-free paper, ...

2) A designer can help clients to strategize about how to build a strong brand and craft communications that resonate with their target audiences.
Gree design can craft and deliver messages that have a positive impact on the world or build strong brands for values-based companies who educate their costumers about social and environmental issues.

3) A VC designer can effect change and help clients to change the way people think and/or the way they act. (change actions of audience, clients and peers)
Green design is force for positive change (people who are touched by our work)

For my master's thesis I want to focus on the role of the designer as agent of change. But the other two roles will always be part of an convincing arguement for sustainability and green design. (Green Graphic Design)

Can design change the world

For all but a few eco savvy cosumers, price, functionality, convenience and aesthetics going to be the deciding factors. But products can change: how are they made, what they are made of and what happens to them once their immediate usefulness has expired. The best people able to make these types of changes are not consumers but designers.
Environmental intervention begins at a product's conception. The challenges are the costs, clients demands, short schedules, and environmental issues.

"We design products so that people are using the safest materials possible when making them, but also designing them so that when the product is through its first iteration of utility, it can be deconstructed and the materials reused." (James Ewell)

When showing people how design changes their own life, they are more likely to accept that design has the potential to change small problems in the world. Designers worked out some approaches and methodologies, through decades of practice, that are pretty good at reinventing things and solving problems. Maybe these methods can be applied...

Design is the art of planning (Paula Scher).

The New Target Group

The change of the target group
· change from the 70s (DIY, true products, don't spend unnecessary money) to today

· new target group wants:
 – aesthetic quality
 – fun at responsible consumption
 – LOHAS (Lifestyle of Health and Sustainability)
 – enjoyment & pleasure instead of asceticism & ideological rebellious attitude
 – this target group has the potential  to become a group of social majority (5-10 years)
 – Self-Indulgence instead of world improvement
 – Approach on ethics through aesthetics instead of ideology
 – Ethic is a feel good factor
 – fun & benefit
=> This target group is only going to change their daily behavior for fun or benefit. Personal benefit will be one of the big targets we have to consider when we want to change human behavior.

thefuntheory.com
This site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better. Be it for yourself, for the environment, or something entirely different, just so long as it’s change for the better.

Research Questions

It is true to say that an answer is only as good as the questions (Allison et al., 1996). A meaningful question can be answered by research; a non-meaningful question cannot. Most research questions in our discipline do not lend themselves to easily quantifiable answers, and of course they usually cannot be prooved in the scientific sense. The best we can do is provide a credible argument based on good quality evidence. (Visualizing Research, C. Gray & J. Malins)


Research Question: First drafts
An investigation of the use of personal benefit in graphic design to increase students awareness of sustainability.
An investigation of the use of students curiosity to investigate in the graphic design process to increase their awareness of sustainability.

How can the collaborative use of graphic design enhance students way of living in a more sustainable one?

How can the us graphic design as an additional part of the whole educational strategy increase students awareness of sustainability in their daily life?

What kind of roles can graphic designers take on to increase the awareness on sustainability in the daily life of young adults?

How can graphic design as part of a collaborative work process increase students awareness of sustainability in daily life?

Keywords

Main Keywords
· Graphic Design
· Sustainability
· Human Behavior


Additional keywords
· Design Ecology
· Personal Benefit (as a trigger for behavioral change)
· Environmental awareness
· Collaboration
· Design Influence
· Design
· Methods
· Personal Benefit
· Design Thinking
· Education
· Change
· Multi-disciplinary

First Thoughts

Sustainability in Design

When one in the design field hears ”Sustainability“ he/she probably mainly thinks about Produktdesign, Interiordesign, Architektur or Material Engineering. But Visual Communications Design also has a big influence on sustainability even if it is not as obvious as the other design categories. 

Sustainable life versus green trend

Right now we experience a green trend. Organisations and companies sometimes try to greewash their appearance. But sustainable awareness is more than a trend. It can be a way of thinking and a way of living. We will run out of resources like fuel and water in the future. Wasting energy will costs more and more money and a sustainable way of life can save a lot of money. In Germany this green trend changed to a sustainable awareness a few years ago. And this proofs that this trend has a future to be more than a trend.

Behavioral Change with VC Design

I‘m especially interested in how graphic design as a part of the whole movement can influence and change peoples view on sustainability. 

How do people react unconsciously to graphic design? 

How can one influnce peoples view on sustainability without making them feel bad?

How can we as graphic designer make people aware of their own influence on sustainability?

Graphic design and sustainbility should be more that using recycled paper for packaging or environmental friendly print ink. But how big is the influence of graphic design? 

Target Group: Students

The Ohio State University is a perfect scenario. Students are open minded and still receptive for change. The student generation is the generation which needs to change their behavior for a more sustainable life (maybe to save money). They will educate the next generation, their own children, and we have to help to educate them to be more aware of the importance of sustainability.

My interests

My main interest right now is Sustainability and Visual Communication Design (focus on graphics). How can VC Design affect people and cause a behavioral change (focus on sustainability)? 
How will peoples understanding of sustainability change in the future?

Culture Differences

After I went to osu for an exchange in Autumn 2008 during my undergrad I came back for grad school in September 2009.
During my first stay I recognized several cultural differences between Germany and the US. 
One of the most important differences was the low consciousnesss of Americans about sustainability and environmental awareness. Why is there such a big gap? How can one change peoples behavior? How visual communication design support a change?
These questions were the basis for my application to grad school...