Greening Your Design Business

As more and more people turn to environmentally friendly solutions for their lives, more self-employed people are making this a focus for their businesses.

At just 25 years old, Angela Ferraro-Fanning has done just that with her graphic design business, 13thirtyone Design. As the Principal of the enterprise, this Hudson, Wisconsin, resident not only makes environmentally savvy choices for herself such as cutting out a commute by working at home, but she helps her clients find earth-friendly ways to do business.

If you’re looking to put a little green in your business, read on to learn how this innovative creative has succeeded in doing just that.

Tell us a little about how you got into design.

I’ve always been really interested in graphic design. I remember when I was in middle school and the studio I took dance classes at had a T-shirt design contest for the upcoming recital. I entered it and was so happy when my design was chosen for print. I started entering other contests such as school logo competitions, school wall mural contents, etc. By the time I reached high school, I knew this was the career path I wanted to take; although I never imagined starting my own business… My goals didn’t reach much farther than becoming a creative director.

I really wrestled between going to an art school or going to a four-year university. In the end, I graduated with a Bachelor of Fine Arts with an emphasis in Graphic Design from the University of Wisconsin Eau Claire. During my education, I took advantage of as many internships as possible just so I could earn some cash while gaining experience. I took on a gig at the university copy and printing center, the University Publications Office and then finally an internship-turned-first-real-job at a small web company in downtown Eau Claire. After working my way up from an intern to the Art Director, I was ready for a little more creativity in the Twin Cities. I moved to an advertising agency and worked there for a bit before deciding to start 13thirtyone Design.

Your design business is eco-friendly. What types of practices do you employ to keep your business green?

In working with my clients, I try to help them find eco-friendly design solutions. I think it’s really important that an industry such as graphic design, which requires so much paper usage, try to keep the impact on the earth as minimal as possible. This may mean printing with recycled papers and soy/vegetable-based inks. It could also mean turning a direct mail campaign into an email campaign; then no paper or ink is being used at all.

When working on a piece such as a brochure, I also try to keep the paper quantity down as much as possible. By creating a more efficient use of space and cutting down on the number of inserts or pages a brochure has, it saves on paper and ink, thus, saving the client money. I encourage clients to utilize the Internet and digital formats as much as possible for their catalogues and coupons as well.

There are lots of daily practices I use to keep as green as possible, however, the search to learn more never stops. Some examples of things I do to be greener include positioning my desk underneath a skylight window—that way, I don’t have to use any light bulb energy on sunny days. I keep recycled paper in my printer and print on both sides of the paper, not just one. I also send my invoices by emailing pdf documents. This cuts down on paper and envelope usage. I could go on and on…

Why do you think businesses should go green? Are there any instances where greening business wouldn’t work or be appropriate?

Consumers are becoming more and more aware of their impact on the environment and are demanding greener products and services. Businesses should consider going green not just to decrease their harmful impact on the environment, but to keep their sales up and their product/service in the public eye. Many companies, both large and small, are working to create greener goods. They’re also trying to create a more environmentally friendly office space. By doing so, employees of such businesses are happier and feel good about going to work. As a result, consumers feel good about buying that company’s product/service.

Greening a business can be tricky, specifically if product production is involved. There’s more to it than just the product packaging; are the ingredients eco-friendly? Is the product produced under fair labor laws? Are the ingredients organic and USDA certified? Thankfully, my industry is a little easier to control. But just because going green may be a difficult transition for some, doesn’t mean it’s not worth it. According to ConsumerReports.org, consumers are willing to pay “up to 50% more on average for organic produce…”. That could be a large increase for a business’s bottom line.

You specialize in wedding invitations. How did you get into this niche?

Wedding invitations are certainly a service I offer, but aren’t my passion; that lies in website and graphic design for business communication. I actually started designing wedding invitations for clients after I had designed my own. I wanted something unique and personable without the expensive price tag. After working on my own invites and receiving so many nice compliments from my family and friends, I started advertising this as a service I would provide.

Not to sound too corny, but when I am asked to work with a couple on their wedding materials, I do feel very honored. My design work will be a part of something that they’ll always remember. Furthermore, there is a lot of paper used after the invitations, save-the-date cards, wedding programs, table place cards, etc. are all produced. Keeping a couple’s wedding collateral as eco-friendly as possible may be an area of expertise I can provide that other wedding invitation designers may not.

What is the process like when a client comes to you looking for unique wedding invitations?

I always prefer to start by meeting a client face-to-face. This way I can get a true sense of who the two individuals are as a couple. I feel the invitations should be as personal to the couple and their event as possible. At this time, I ask that the bride bring any swatches of her dresses, any theme ideas she has and, of course, her color scheme. At our meeting, we’ll talk about embellishments we could add, special paper options, etc. We also discuss budget, timelines and the usual details that deal with the actual production of the piece.

After our initial meeting, I provide the couple with an estimate based on the invitation ideas we’d discussed. Once the numbers are approved and a contract has been signed, I begin work on the design. I send my proofs via emailed pdfs until no more changes need to be made. At that point, I construct an actual mock-up of what the invitation will look like and mail it to the client for approval. Only after the client approves this piece do the invitations go to print.

In terms of constructing the actual invitations, the client may choose to do this themselves. But for the bride who’s just too busy, I can construct everything myself for a charge of $1.00 per piece. The invitations and any other pieces will be sent shortly following.

You also specialize in web design. How do you define a client’s needs and create a design that they like?

When working with a web design client, the most important thing I need to know is, “What is the point of this website?” Designing a site that is a shopping cart versus an informational tool are very different things and they must speak to their audiences appropriately. After I know the message the site needs to be sending, I can start helping the client with the architecture of the site. The rest of the design falls around the client’s branding and the look that’s already been set for their other marketing materials. I’ll usually come up with one homepage or secondary page mock-up for the client’s web look. I’m also sure to always provide a rationale for anything that I do. By explaining my thought process and reasoning to a client, they’re more likely to feel comfortable with what I’ve designed for them. From there, we tweak and revise until the client feels it’s just right.

What do you think is the most vital tidbit of information for success for designers starting out?

Start out gradually. I hate paying my dues just as much as the next guy. But whether you’re starting your own business or getting your first job at an advertising agency/design company, you’ve got to start small. Dreaming big is great and it gives us goals, but there are so many little things to learn in the meantime. Try to really embrace everything that you’re learning in design (production skills, client communication skills, layout experience) and you’ll thank yourself for the solid foundation you’ve created later on.

Do you think businesses are evolving into recognizing the importance of good design?

I think there will always be “good and bad” design. However, I do think businesses, both large and small, are beginning to truly see the importance of graphic design and what it can do for your company. Not only can well-designed marketing materials increase your profits, but they can create a sense of credibility amongst prospective consumers.

What’s your typical day like?

I think one of my flaws is being a very restless person; I purposely try to make no two days exactly the same. Typically, I roll out of bed between 7:00 am or 7:30 and get ready for the day. I’m always sure to grab my cup of coffee before starting work. Currently I work from my home—I think one thing that keeps my from leasing an office space is the idea of driving to work. Right now I create no carbon emissions by walking upstairs to my home office!

For the first hour or so, I check my emails and then I’ll start work on projects or head off to meet a client or two. But to make sure each day is different, I’m sure to take a lunch break and run a few errands, go for a walk with my dog, or have lunch with a friend. Following that, I’ll get back to work and then call it quits around 5:00 or 5:30. I spend my evenings lost in a book, with friends over dinner or watching the occasional TV show.

What websites do you frequent?

Hmmm… I definitely do my fair share of web surfing when I have the time. I really enjoy GreenLivingIdeas.com. They have a great podcast that I listen to. Idealbite.com is a good source for fun and daily eco-friendly living tips. I also frequent HOW Design Magazine’s online forum to give and receive advice from fellow designers. Logo Lounge is a great source of inspiration for me when it comes to designing logos, along with AIGA’s design archives. I listen to a wide range of music throughout my workday—check out Pandora if you’re looking for some new and different music.