Snål – A visual communication project about promoting a sustainable lifestyle

Over consumption by humans must end as Earth’s natural resources are critically depleting and exhausted. We need to reduce our consumption in order to respect and fit within the planetary boundaries. This means we need to be, as in Sweden we call it, Snål which is a Swedish adjective with multiple meanings; resourceful, frugal, stingy etc. We must adapt our lifestyles to ensure our survival as a species.

In this project, I have investigated how I as a graphic designer and visual communicator can support more sustainable approaches to consumption. My work has resulted in an advertising campaign aimed at the general consumer in order to become more aware and reject persuasive advertising strategies used by the commercial industry that makes us consume beyond our needs. Meanwhile, my project also aim to challenge the stereotypic visual expression of sustainability and comment on our responsibility as designers and visual communicators to shape how sustainability is advertised and embedded in our practices.