From handing in my proposal for COP3 and receiving my results back from COP2 I decided the initial steps into researching for my dissertation would be to start with looking at information which is already out there- secondary information. My initial questions of inquiry are what is ethical design? why do designers want to produce ethical design? what makes something ethical?
So from having a read of some initial articles online I have found that the overall theme of my research is in a sense based mainly on opinions, it is a very open topic and there is no one way of saying something is or isn't ethical. It is a designers choice what projects they partake in. Some elements of design being ethical are the production methods for example the stock or inks that are used- are they sustainable and is that important for the project? or perhaps it is when you look at a business that their morals and ways of working don't align with your own as a designer.
From this initial research I began to ask some designers and studios who openly portray themselves as ethically driven and concerned about the environment and its people. Through emailing them asking them questions I have gained a wide variety of opinions and feedback which is fantastic and extremely helpful for me to move forward with my research.
www.designedbygoodpeople.com
Is a design studio in London run by Lee and Ariana who have been working together since 1992. Previously they have worked for a range of brands including:
'THE NATIONAL TRUST, FAIRTRADE ,WAITROSE, LOSELEY, MARKS & SPENCER, TESCO, NATWEST, UNILEVER, AXA, SAINBURY’S, WHITTARDS OF CHELSEA, TRAVELEX, DIAGGIO, SKYPE, J&B, COCA COLA, ASDA,THE UK GOVERNMENT, BERRY BROTHERS & RUDD, SACLA, KNOCANDO, BIRDS EYE, WALLS, FOCUS DIY, SEICOMART, LIBERATION CIC, DREAMS, SAN PELLEGRINO, THE REFINERY, SEAT AND FRESH & EASY.'
They set up designed by good people in 2010 with ambitions:
'to take control of who we did work for.'
'We believe in working WITH people who are passionate about and enjoy what they do. They are like us, they share our beliefs, we understand them. It’s easier to do work you understand. And you do better work when you believe in what you do.'
Email I sent to them: Tuesday 23rd June 2015
"Hello,
I'm Melissa and I am a student studying a graphic design degree at Leeds College Of Art. I'm currently researching for my dissertation and wondered if you could offer some advice or opinions.
Why do you think designers are important for charities?
What impact do you think graphic design has on charities? does it make them more successful?
Why do you think it is important designers are ethical?
Thank you very much for your time!
I love the work you produce and have thoroughly enjoyed looking at some of your projects!
Have a lovely day
Melissa Morris
LCA BAGD"
Reply:
Hi Melissa,
Thanks for getting in touch. Before I give you some answers would you let us know how you heard of us? It helps!
Why do you think designers are important for charities? Charities are brands. They need to communicate, they need to be seen, they need to compete for your money. They need to connect with their audience on an emotional level.
Like anything you buy that you don't actually need, which is most of what we buy, consume or hoard, the decision is emotional. Tapping into the emotional need to have something is one of the most powerful tools known to man. It's encouraged people to go to war and kill other human beings, smoke toxic substances and choose different brands of that toxic substance which ail eventually kill them. Even when they know this thing will kill them, they still buy them.
Design, branding marketing and advertising are all interlinked. In the past they have been used to make us part with money we don't have, to buy thing we don't need, to make impressions that don't last to people we don't care about.
What if we could use these powerful tools to encourage people to be more ethical, more sustainable or help others?
That's why designers are important for charities, if they are good, if they understand why people make decisions.
Charities are in danger of alienating the people that fund them by mindless chugging, cold calling and general harassment. It turns people off.
Good designs turns people on.
What impact do you think graphic design has on charities? does it make them more successful?
It depends. We have worked with a number of charities. We often don't publicise this work. It helps them be more visible, look and FEEL more professional so it is believable that it will administer it's funds in a way that will make a difference. Communication is just one aspect of a charity (or any brand). On it's own it wont do anything unless all the other aspects are in place. The best design and advertising will make a bad brand fail faster. The same goes for a charity. On it's own, design is worthless, because good design and branding is only as good as what it represents. A pretty computer that doesn't work isn't worth anything. Good design communicates what something is, it's values and what it wants to do.
Why do you think it is important designers are ethical?
If the designer believe that being ethical or more eco friendly is a good thing, if the designer has strong values, then absolutely they should work on more ethical projects for one simple reason:
You do better work when you believe in what you do.
We say this about ourselves and stand by this.
It's good to make a difference.
If we did better work for ethical brands, they would be more successful. Its' often harder doing work for these brands because they often have too many people involved in the decision making process, but they are often run by people who believe in what they do. You tend to have a relationship with them, which means you work with them rather than for them.
However, if a designer doesn't believe in any of the above, then there is no point in targeting working for ethical brands.
I know people who argue against things like Fairtrade or some charities, partly because they haven't seen the right communications, heard stories or have no emotional connection to the brands.
We can change this.
I hope that helps.
Good luck with the dissertation. I'd love to see it when it's done.
Do you want to interview a charity? We have two we can put you in touch with, both in Latin America and another one closer to home that empowers women that is working with a client of ours.
Good luck,
Regards
Lee
P.S. If you haven't heard of him, look up Simon Sinek. He's got a talk on our blog (Start With Why . Every designer should watch it (or read his book).
www.zerofee.org
'Zerofee is an ethical design agency — we create visual identityand design for print and digital media, but not for irresponsiblebrands or companies. Why Zerofee? Alongside commercial work, we constantly donate design to financially–challenged charities and good causes. We’ve worked with clients of all types and sizes, including Amnesty International, Arts Emergency, Dezeen, Fair Tax Mark, Global Witness, London School of Hygiene & Tropical Medicine, Publish What You Pay, Reprieve, Stoke Newington Literary Festival, TRAID and many others. There’s more detail about our practice and principles below and you can follow@zerofee on Twitter, read our blog or check our news.'
Reply: Hi Melissa: Flattery gets you everywhere. My thoughts below, good luck with your dissertation.
(PB) For the same reason that they’re important to commercial entities / corporations – graphic designers’ work influences (positively and, potentially, negatively) the audience’s perception of the organisation and their ease of / joy of interaction with it. Charities, at least smaller ones, face an additional challenge in that they are need to attain similar standards of visual presentation and communication with less experience, less money and often without staff dedicated to communications / marketing
(PB) Partially answered above but, yes, it can make them more successful, but only in support of other successful, sensible strategies and content employed by the charity.
www.starvingforethics.com/main.html
As well as looking into studios I found a movement which is current (2012) and it is in fact quite similar to the first things first manifesto I have looked at previously as it is a movement which a number of designers have signed.
As well as looking into studios I found a movement which is current (2012) and it is in fact quite similar to the first things first manifesto I have looked at previously as it is a movement which a number of designers have signed.
I emailed him to ask about the project and also similar questions about charity which I asked studios too. His reply is below:
Hi Melissa,
Sure thing. Here are my answers (in bold):
Do you think designers are important for charities?
What impact do you think graphic design has on charities? does it make them more successful?
I think any organization will benefit from graphic design. Charities tend to have a stronger mission and message, which can make it easier for designers to craft a communication strategy for them.
Why do you think it's important that graphic designers are ethical?
Graphic designers play an important role in society as communicators between various entities and the public. Such influence can sometimes be used for irresponsible purposes as well (e.g. misrepresentation). Because of this, it's important that designers to define what ethics means to them in the context of design. You can find out more in my thesis: http://www.starvingforethics.com/introduction.html#point1
Cheers,
David
http://www.flyingkite.co.uk
Flying kite is run by a series of freelance designers but mainly by Jon Ireland, the business started in 2004 and is made up of an extensive amount of charity based briefs and projects. I asked him the same questions again as a studio to gain more feedback his reply is below:
Hi Melissa
In answer to your questions...
Direct marketing provides a very important role in charity fundraising and a large portion of those communications use direct mail. Designing for direct mail appeals is a very functional role - setting out forms, letters and envelopes - with the goal of making the communication clear, easy to respond and not too 'flashy'. The brand guidelines of the charity provide consistency throughout appeals and help the recipient of the mailing easily recognise the charity.
When working for charities I personally think costs should be kept to a minimum on design although there is a certain amount of professionalism required when working for national and international charities.
Hope these couple of thoughts help on your work. All the best with your future career.
Thanks
Jon
http://www.piersanddominic.com/#our-services
We have been helping our clients engage their audiences by developing commercially sound, intelligently researched and targeted, ideas-led brand communications for over twenty years. During this time we have built a diverse portfolio from charity (third sector), healthcare (including NHS), public and private sector clients ranging from small-to-medium enterprises (SMEs) to large organisations and corporates. We have two design studios – one in Highgate, London N6 and the other in Bradford on Avon near Bath.'
The work from this studio stood out in terms of aesthetic as well as being ethical too their work is sophisticated and colourful which makes heavy topics such as health easier to read and engage with as a piece of design. I emailed them similar questions to gain their feedback too see the response below:
Hi Melissa
Thanks for your kind words. In answer to your questions, see below:
On a grand scale they can help create a new brand, refresh a tired brand or move a brand on. They help a charity communicate to its current and potential supporter base. A constant issue for charities is how to engage a new audience without alienating an existing one. Many charities suffer from an ageing supporter base so appealing to a younger audience when your key supporters are retired is a common problem.
On a day-to-day basis, incumbent designers can help charities keep to the brand guidelines, help turn complex communication (eg. donation forms, Gift Aid forms) into easy-to-read and easy-use pieces and generally keep the output fresh and exciting, or at the very least, appear considered.
They can be the conduit between the charity and more technical production areas such as print and programming. They can help charities on in-house technical issues such as correct file selection (we are constantly handed logos in .gif format for print).
Plus general advice and consultancy.
What impact do you think graphic design has on charities? does it make them more successful?
It’s a crowded market. Thousands of charities chasing our hard-earned cash. They know we can only afford to give so much. So their visual communication and connection with us, as well as what they say, is important.
It’s likely though that charities do better through what they raise money for and how much press they get talking about it. Cancer is, for want of a better phrase, fashionable. It touches so many lives. It scares us all and it makes a donation to Teenage Cancer Trust, Cancer Research UK and Macmillan so much easier because its real and tangible and most people have experienced it directly or indirectly. All three of those charities have contemporary-looking brands, true, but they didn’t start out that way. As a charity gets bigger and better known it needs its communication to be slicker and more locked down yet flexible. How do we look on TV or sound on radio for instance?
BUT, one of the biggest UK charities is the RSPCA and its sixties-looking lozenge logo is outdated and dull. The website has no sense of ‘brand’ just a logo. But people love animals, often more than other people.
Great Ormond St in many ways was one of the first ‘contemporary’ charities targeting a younger audience than more traditional charities. Its logo looks dated now but at the time (80s) it was pretty unique. But again, sick children - who wouldn’t give to a cause like that? I worked for the design consultancy that created it, The Fine White Line, a consultancy owned by one of the best ad agencies CDP. Slick design, high quality print, top photographers. Before that the maxim for charities was ‘look poor so people give more’.
Now you have to be more ’trust us to spend your money wisely’.
Then you have TV-based charities like Red Nose and Children in Need. They come into our homes (uninvited!) every year and raise in one night what it takes some charities years to do. How important is a designer when you have celebrities queueing up to, let’s be honest, further their careers under the guise of helping a charity in the process. Incidentally, it’s a scaled up copy of what Amnesty used to do in the 70s with The Secret Policeman’s Ball.
So, I think, well ahead of the graphic design comes the charity’s cause - is it relevant (cancer, dementia), photogenic (starving African children) or cute (dewy-eyed labradors)?
Reach - is what you have to say newsworthy. Will it be talked about in press and social media? Can you get on TV better still get a BBC sponsored show funded by the license payer?
Celebrity endorsement - a big celeb can get you noticed. It can backfire, think Rolf Harris and, of course, Jimmy Savile.
NB geography - some regional charities can do very well because they have a small but loyal local audience.
A good name plus slick presentation helps but you can’t beat being fashionable and talked about.
Hope these ramblings help
Cheers
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