It’s Nice That’s Matt Alagiah shared an article entitled ‘POV: Designers need to think more like ecologists’ which provides some perspective on the trend of designers ‘taking their cues from the natural world’. Citing examples such as books inspired by mycelium networks or typefaces grown in petri dishes, Alagiah points out that this intersection of the design industry and the natural world gives us much to consider.

Taking an ecological approach to design can produce incredibly effective work, but Alagiah warns that there are some examples where ‘this aesthetic is being adopted as a form of greenwashing, a way to make a brand seem more environmentally friendly than it is in reality’. This could be companies incorporating natural themes in a way that feels in-authentic, or is at-odds with the realities of their business practice.

So, what should taking an ecological approach to design look like? For some, this might mean taking some time away from the studio, and allowing nature to inspire you. Or perhaps bringing more plants into your work space, and taking inspiration from their natural forms. Alagiah notes that although more time spent in nature sounds idyllic, it might not seem possible for all creatives:

I mean, who wouldn’t want to spend more time outdoors, sketching, skiing and swimming in creeks? But these kinds of values almost always end up crashing against the thorny reality of running a studio or building a creative career, both of which necessitate working with clients.

However, there are specific projects where time spent out in nature might directly help to enrich the final result. All creatives will be familiar with the rigorous research that underpins and informs every creative project. Geographical and ecological context can be important factors here. Consider: Where is a company based? What flora and fauna are found in the local area? Who is the audience, and do they care about these things? Do these motifs found in the natural world link with the company’s ethos and purpose? Or with a specific campaign?

Alagiah writes:

What’s important to note, though, is that this isn’t just good practice for projects in the environmental realm – this is also, quite simply, good design. The best and most thoughtful designers around the world, no matter what field they operate in, spend their time considering context, thinking about community, pushing for specificity. Yes, this approach makes them more environmentally astute designers, but it also makes them better designers, full stop.

At Novagram, we work with clients from a range of industries, and agree that context is a key consideration in any design project. Whether working with healthcare organisations that carry out vital work, or arts companies that bring joy to people’s lives, we are always happy to work with organisations that make the world a better place.

Whether your next project will be inspired by nature or not, check out our work or our blog: where you can find more great insight, such as how sustainability can be considered in web design. If you want to find out more about what we could do for you – get in touch.