The Role of Graphic Design in Greenwashing and the Responsibilities of the Designer

İrem Gürsu; Özden Pektaş Turgut

Makale detayları

The Role of Graphic Design in Greenwashing and the Responsibilities of the Designer

Yazarlar:

İrem Gürsu | Özden Pektaş Turgut

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

Görsel Sanatlar (Diğer)

Dergi:

Sanat ve Tasarım Dergisi Issue 36, pp.105-130

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001348726

pISSN:

1308-2264

Anahtar kelimeler:

Özet:

 As the increase in natural disasters caused by the climate crisis increases, consumers awareness has increased and they have started to pay attention to the brands they use being more responsible and environmentally friendly. Companies that want to include consumers with high ecological awareness in their target audience are trying to create an environmentally friendly brand perception by making changes in design and promotional elements without changing the content. This new marketing strategy has given rise to the concept of greenwashing also used as greenwashing. Although many national and international brands seem to be environmentally friendly, the reports of many of them show the opposite. Although this is not the case, the ability to create an environmentally friendly product perception with certain colors and indicators in the design also includes graphic design and designers in the greenwashing process. The study addresses the impact and responsibility of graphic design on greenwashing. Misleading studies conducted on selected brands and products were examined and what could be done and solution suggestions were discussed.

 As the increase in natural disasters caused by the climate crisis increases, consumers awareness has increased and they have started to pay attention to the brands they use being more responsible and environmentally friendly. Companies that want to include consumers with high ecological awareness in their target audience are trying to create an environmentally friendly brand perception by making changes in design and promotional elements without changing the content. This new marketing strategy has given rise to the concept of greenwashing also used as greenwashing. Although many national and international brands seem to be environmentally friendly, the reports of many of them show the opposite. Although this is not the case, the ability to create an environmentally friendly product perception with certain colors and indicators in the design also includes graphic design and designers in the greenwashing process. The study addresses the impact and responsibility of graphic design on greenwashing. Misleading studies conducted on selected brands and products were examined and what could be done and solution suggestions were discussed.

 As the increase in natural disasters caused by the climate crisis increases, consumers awareness has increased and they have started to pay attention to the brands they use being more responsible and environmentally friendly. Companies that want to include consumers with high ecological awareness in their target audience are trying to create an environmentally friendly brand perception by making changes in design and promotional elements without changing the content. This new marketing strategy has given rise to the concept of greenwashing also used as greenwashing. Although many national and international brands seem to be environmentally friendly, the reports of many of them show the opposite. Although this is not the case, the ability to create an environmentally friendly product perception with certain colors and indicators in the design also includes graphic design and designers in the greenwashing process. The study addresses the impact and responsibility of graphic design on greenwashing. Misleading studies conducted on selected brands and products were examined and what could be done and solution suggestions were discussed.

 İklim krizini kaynaklı doğa felaketlerinin çoğalması ile tüketicilerin farkındalığı artarken, kullandıkları markaların daha sorumlu ve çevreci olmasına dikkat etmeye başlamışlardır. Ekolojik farkındalığı yüksek tüketicileri hedef kitlesine dahil etmek isteyen firmalar, içerik değiştirmeden tasarım ve tanıtım unsurlarında değişikliğe giderek çevreci marka algısı yaratmaya çalışmaktadır. Bu yeni pazarlama stratejisi ise yeşil aklama Yeşil yıkama olarak da kullanılmaktadır kavramını ortaya çıkarmıştır. Ulusal ve uluslararası birçok marka çevreye duyarlı gibi görünse de birçoğunun raporları tam tersini göstermektedir. Öyle olmadığı halde, tasarımda belirli renkler ve göstergelerle çevreci ürün algısı yaratabilmesi, grafik tasarımı ve tasarımcıları da yeşil aklama sürecine dahil etmektedir. Çalışma kapsamında grafik tasarımın yeşil aklama üzerindeki etkisi ve sorumluluğu ele alınmaktadır. Seçilen marka ve ürünler üzerinden yapılan yanıltıcı çalışmalar incelenerek neler yapılabileceği ve çözüm önerileri tartışılmıştır.

Makale detayları

The Role of Graphic Design in Greenwashing and the Responsibilities of the Designer

Yazarlar:

İrem Gürsu | Özden Pektaş Turgut

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

Görsel Sanatlar (Diğer)

Dergi:

Sanat ve Tasarım Dergisi Issue 36, pp.105-130

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001348726

pISSN:

1308-2264

Greenwashing

Sustainable Graphic Design

Green DesignGreenwashing

Yeşil Aklama

Yeşil Yıkama

Sürdürülebilir Grafik Tasarım

Yeşil Tasarım

Sayı

Makale detayları

Yazarlar: İrem Gürsu | Özden Pektaş Turgut

Yayıncı: Ankara Hacı Bayram Veli University

Ana Başlıklar: Görsel Sanatlar (Diğer)

Dergi: Sanat ve Tasarım Dergisi Issue 36, pp.105-130

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001348726

pISSN: 1308-2264

Sayı

Yazarlar:

İrem Gürsu | Özden Pektaş Turgut

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

Görsel Sanatlar (Diğer)

Dergi:

Sanat ve Tasarım Dergisi Issue 36, pp.105-130

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001348726

pISSN:

1308-2264