Brian Dougherty with Celery Design Collaborative recently released Green Graphic Design. Here, Dougherty explains the concept of “green design” step-by-step, demonstrating how designers can ecologically re-think the design process at every stage. This guide to sustainable thinking, processes and ultimately design is the newest “must read” for any graphic designer. Dougherty, a founder of Celery Design Collaborative, with offices in Berkeley, California and Paris, France—practices what he advocates on a daily basis. “The starting point for our backwards journey is ‘the end,’” Dougherty explains, referring to Celery’s “designing backwards” approach: A process by which designers take a mental journey, starting from a design project’s ultimate destination and working backwards until we arrive back at the design studio.

Likening design to an avocado, with the outermost layer representing the world of paper and print that effectively houses the meat and seed of the product, Dougherty carefully considered the “skin” of Green Graphic Design. “We wanted to use a higher quality paper than most paperback books, and of course, it needed to be 100 percent postconsumer recycled. Mohawk Via worked beautifully and it supports my belief that ‘green design’ is actually an update of good design,” he said.

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