Exploring Graphic Designers’ Motivations and Their Influence on Environmental Sustainability in Design Practice

Abstract

This research explores the critical role of designers’ motivations in environmental sustainability considerations in graphic design. While existing research examines the material aspects of sustainable design, this paper argues that designers’ mindsets are a crucial but often overlooked factor influencing their choices. Focusing on both South African and Ghanaian contexts, the study investigated the motivations of graphic designers in these distinct yet interconnected creative landscapes.  The findings reveal that economic benefits, personal passion, client satisfaction, and professional recognition are primary motivators for South African and Ghanaian designers. These motivations were within Maslow’s hierarchy of physiological, safety, and belongingness levels, which are hinged on personal and profit gains, and thus overshadowed conscious consideration of environmental sustainability in the graphic designers’ practices.  Thematic analysis on the interview data was conducted through the lens of Maslow's Hierarchy of Needs theory, providing a framework for understanding the motivational drivers at play, which is uncommon in design research.  The findings, therefore, demand the need for a mental shift that is driven by the need to counter negative environmental consequences. Based on the research outcome, professional design associations in both South Africa and Ghana may play a vital role in promoting and enforcing sustainable practices and should actively demand environmentally conscious design solutions from graphic design practitioners, creating a market-driven incentive for sustainable practices.