Tomorrow

“Don’t stop thinking about tomorrow, Don’t stop, it’ll soon be here,” sang Fleetwood Mac in 1977; however, as we save drafts of this book to the cloud, while receiving real-time news on a smartwatch millions of times more powerful than the Apollo Guidance Computer (AGC) in 1969, it seems like we’re living in the future now. It makes us wonder what lies ahead for us as graphic designers. Our case studies highlight some great practical and inspirational strategies for designing more sustainably today, but how will they change in the approaching decades? If anyone were required to accurately predict the future of the profession, they would have a difficult time doing so. The incredibly quick technological advances in computing that has taken place over the past 30 years have helped the world become a lot more connected and consequently socially aware. This current “information age” has allowed designers to explore new areas to use their expertise, make more money (for some), and expand their skillsets beyond simply print, signage, and branding. Graphic design has changed drastically since the days of only controlling where ink falls on paper. Many design visionaries in 1996 would be hard pressed to imagine the world as it is now—mobile apps and devices, cloud computing, social media, and most importantly how we, as designers, have helped to damage our planet.