The idea of a fully paperless world does sound neat, progressive, and reassuring. It also isn’t true. Even after all the digitization, print is still very much a part of how we work, sell, document, and communicate.

That includes everything from product labels, legal paperwork, books, and branding materials. Physical materials still serve a real purpose, but the problem isn’t print itself, but how sloppy the design can be.

Waste in print design does not really begin at the recycling bin, but the first time a designer sits down to design. Next comes the material choice, trendy visual designs that are almost always for one-time use.

To create a sustainable print design, you don’t need to eliminate print, but it is more about designing with intention.

• The Myth of a Paperless World

For years, we’ve been told that digital tools would eliminate the need for print. Emails replaced letters, PDFs replaced files, and screens replaced paper. Yet, print is still here, and businesses continue to rely on physical documents, packaging, and marketing materials.

In fact, a 2020 survey by GreenBiz Group found that 75% of e-commerce companies still use paper-based packaging, despite many marketing themselves as paperless. Even brands that claim to be “paperless” still ship products wrapped in paper.

A 2021 generational research study by USPS reported that 96% of consumers engage with direct mail, highlighting the continuing effectiveness of printed marketing materials.

Image Source: iStock/Nikita Burdenkov

The problem isn’t print itself—it’s the way it’s used. Print becomes a problem only when it is treated as disposable.

According to a 2020 report from the Printing Industries of America (PIA), 80% of people trust printed materials more than digital ads, making print a valuable tool in building brand trust. When print materials are designed with longevity and purpose in mind, they can prevent waste and contribute to a more sustainable practice.

Sustainable printing, therefore, requires designers to think beyond aesthetics. It’s not just about how the material looks, but about how it’s used, how long it remains relevant, and where it ends up. Designing with sustainability in mind means considering the full lifecycle of a printed piece—from production to disposal—and minimizing its environmental impact at every stage.

What Sustainability Means in Marketing Material Design?

Sustainability in marketing material design goes beyond simply using eco-friendly materials; it involves considering the entire lifecycle of printed materials. This includes how materials are designed, produced, and eventually disposed of. It promotes sustainable branding through and through.

According to a 2019 report by Two Sides, over 90% of consumers believe it is important for businesses to take responsibility for the environmental impact of the products they create, including packaging and printed materials. The key to sustainability is designing with purpose—creating cohesive business stationery that lasts longer, can be reused, or is easily recyclable, thus reducing waste.

A study by Statista showed that the global paper and packaging market was valued at approximately USD 500 billion in 2020, highlighting the ongoing demand for print. The focus is on making sure every print piece has a reason for its existence and serves a long-term function, rather than just contributing to unnecessary waste.

How To Design Sustainable Print Materials For Minimal Waste?

Once we accept that print isn’t going anywhere, it is time to shift focus. Sustainability in print is all about the details. It is not about a single choice, DIYing a business flyer, or an eco-label on the packaging that makes bogus claims.

It’s a combination of intent, restraint, and planning. From the layout’s size to the amount of ink used, every design choice has a ripple effect on waste, cost, and lifespan.

Here is how you can design sustainable printing materials:

1. Design With Purpose

Sustainable print design starts with why, even before the how. The print design must always serve a clear purpose, so it adds meaning. A purpose-driven design requires you to ask all the meaningful questions early on.

• What function will this piece serve?
• How long will it be used?
• Who can benefit from it?

For instance, IKEA’s decision to reduce its printed catalogs is a great example of purpose-driven design. Rather than simply cutting costs, it was part of their broader sustainability efforts. By reducing paper use and focusing more on digital content, IKEA minimized waste while ensuring that the marketing materials remained impactful. Their approach shows how design with intention leads to more sustainable, long-lasting solutions.

2. Stay Sustainable From Day 1

Every decision you make at the beginning affects how much waste a project produces. Making a sustainable decision every time can prevent unnecessary leftovers.

Patagonia has been committed to sustainability from day one, embedding it into its brand DNA. As a leader in sustainable practices, the company uses recycled materials for its printed marketing and takes a holistic approach to reduce environmental impact.

They prioritize responsible sourcing, minimal waste, and circular economy principles, ensuring that every aspect of their product lifecycle is carefully considered. Patagonia’s dedication to sustainability is not just a strategy; it’s a core value that continues to shape everything they do.

3. Match Message To Material

The materials you choose should reflect the purpose of your print, not just your aesthetic preferences. Picking the right paper, ink, and finish can reduce waste, improve recyclability, and make the design more effective.

The Body Shop is transparent about its sustainable packaging and printing practices. Committed to reducing its environmental footprint, the brand uses recycled materials and minimizes the use of virgin plastic in its packaging. Their focus on sustainable sourcing, recyclable packaging, and eco-friendly printing helps reduce waste and ensure that their products have a positive impact on both customers and the planet.

By carefully selecting materials that align with its sustainability message, The Body Shop ensures that its branding reflects its values.

Follow this table to match your message to the material:

To understand this table, start by defining the purpose of the print piece, then follow across the row to choose the best material, finish, ink, and sustainability approach.

4. Choose Print Material Wisely

Selecting the right print materials is key to creating sustainable and effective designs. By choosing materials that align with the project’s purpose and lifecycle, you can reduce waste and improve the recyclability of your printed items. Thoughtful decisions regarding paper, ink, and finishes not only ensure that your design is functional and visually appealing but also minimize environmental impact.

Here’s how to get it right from day one:

• Choose the Right Paper Size and Layout

Using standard paper sizes and designing layouts that fit efficiently on sheets can significantly reduce trimming waste. Be mindful of the size and format to make sure you’re optimizing material use.

• Pick Sustainable Materials

Using recycled or FSC-certified paper can significantly reduce the environmental impact of your print materials. Avoid unnecessary coatings, laminations, or metallic finishes, which can complicate recycling. Instead, opt for uncoated stocks and water- or soy-based inks, which are easier to recycle and eco-friendly.

• Plan Quantities and Timing

Print only what’s needed. Using shorter runs or on-demand printing can help prevent leftover stock from becoming waste. Coordinate with printers early in the process to align on sustainable options, ensuring you’re minimizing excess production.

• Design for Adaptability

Design layouts that can be reused across multiple pieces or campaigns. Minimize heavy ink coverage, focusing on visual impact without overusing resources. Consider the lifespan of the piece and how it will be used, displayed, or stored. Long-term durability and adaptability are key to sustainability.

5. Use Color Smartly

Color is a powerful tool in print design, but careless use can lead to waste and unnecessary reprints. Designing sustainably means choosing colors that print accurately, age well, and communicate clearly.

Always design with CMYK in mind, not RGB, to avoid color shifts between screen and print. Limiting the number of ink colors reduces ink usage and simplifies production. Thoughtful color psychology helps convey messages quickly, while neutral or brand-led palettes tend to stay relevant longer than trend-driven ones.

For logos and brand assets, simplicity matters. Designs that work in fewer colors—or even black and white—are more versatile, easier to reproduce, and better suited for recycled materials. Smart color choices extend the life of print while supporting more sustainable marketing design.

Zara’s packaging reflects its commitment to sustainability, using minimal printing with a simple black or white logo on uncoated kraft paper. By avoiding lamination and excessive finishes, Zara ensures its packaging is easier to recycle, reducing its environmental impact. This minimalist approach not only aligns with the brand’s eco-conscious values but also enhances the efficiency of the recycling process.

Here are some common problems businesses face on a daily basis:

Problem 1: Too Much Ink Coverage

Solution: Do not apply ink everywhere. Focus only on the key areas and avoid overloading the background.

• Limit large blocks of solid color
• Use white space strategically
• Highlight only focal elements

Problem 2: Many Brand Colors

Solution: Stick to a simple color palette for an easier choice.

• Choose 2–4 core colors per piece
• Use spot colors for high-impact areas
• Keep colors consistent across pieces

Problem 3: Poor Reliability Because Of Colors

Solution: Ensure high contrast between the text and background.

• Use light text on dark backgrounds or vice versa
• Avoid layering heavy textures under text
• Test readability at different sizes

Problem 4: Inconsistent Color Across Mediums

Solution: Go for colors that work well and are consistent in both formats.

• Test colors on screens and in print
• Limit gradients and complex blends
• Maintain brand consistency

Problem 5: Special Colors That Require Special Inks

Solution: Prefer eco-friendly inks whenever possible.

• Choose soy- or water-based inks
• Avoid metallic or fluorescent inks unless necessary
• Match design goals with sustainable ink choices

Smart color usage makes prints a lot more eco-friendly and sustainable. Not just that, but it also keeps your print readable and professional without compromising on creativity.

6. Print For Longevity

Sustainable print is more about how long your designs last. The longer your print stays relevant, the less waste it will create. When you design for longevity, always think beyond the campaign and consider how it can be used later.

Use these tips:

• Choose timeless designs and avoid overly trendy visuals that look dated within a few days.
• Opt for durable materials so the paper doesn’t wither away and stays in shape.
• Keep your layouts flexible so they can be adapted for other campaigns, too.
• Design for multiple uses. Your printed piece doesn’t have to be single-use; you can smartly design it to be used for years to remind your audience of your brand.

Typology applies the same longevity mindset to its packaging by focusing on essential, sustainable materials and thoughtful construction. Their bottles and tubes are made from recyclable glass, 100% recycled aluminum, and FSC-certified paper, and flat packaging is used to reduce shipping impact—all designed to be recyclable and long-lasting rather than trendy or wasteful.

By prioritizing materials that protect the product and can be recycled at end-of-life, Typology ensures the packaging remains relevant and responsible over time—just like designing print that lasts beyond a single campaign.

Here are some fun ideas:

7. Design For Recycling

Sustainability extends to what happens after the message is delivered. So you must design with recycling in mind. If the materials can’t be recycled, the thought that you put into making a sustainable design will be wasted.

Petit Pli reflects this mindset by considering what happens after the product is unpacked. Instead of disposable packaging, their clothing arrives in a recyclable cardboard box that can be refolded into a child’s jetpack toy. By designing packaging that can be reused and then recycled, Petit Pli ensures sustainability continues beyond first use—reducing waste and giving materials a meaningful second life.

How to make print recyclable and reusable:

• Keep It Simple

Avoid laminations, metallic foils, plastic coatings, or layered finishes that complicate recycling. Single-material designs are easier to process and more eco-friendly.

• Choose Recyclable Stocks

Use uncoated, lightly coated, or recycled papers and boards. Papers with high post-consumer content help close the recycling loop.

• Opt For Safe Inks

Soy- or water-based inks are gentler on the environment and easier to recycle. Skip heavy, metallic, or fluorescent inks unless absolutely necessary.

• Guide The User

Clearly label materials with instructions like “100% recyclable” or “compostable” to make proper disposal easy.

• Modular Recyclables

Design pieces that can be disassembled into separate, recyclable components. This makes recycling far more efficient.

8. Plan For End Of Life

Consider where your materials will likely end up. Compostable, recyclable, or reusable materials reduce landfill waste and extend impact.

Create lasting value by designing printables with recycling and reuse as your top priority. This way, every piece becomes functional, adaptable, and environmentally responsible, reflecting thoughtful design.

Pangea Organics embodies this end-of-life thinking by designing packaging that doesn’t just avoid waste, but actively gives back. Their boxes are made with paper embedded with organic seeds, allowing the packaging to be soaked, planted, and grown into a tree once the product is removed.

By planning for what happens after use, Pangea Organics transforms disposal into regeneration—extending impact well beyond the shelf and reinforcing how thoughtful material choices can create lasting environmental value.

Conclusion

Sustainable print design is not about doing more. It is about doing things with intention. Every choice, from layout to color to material, shapes how long a print piece lives and how much waste it creates.

So, when sustainability is built into the design process, the print becomes a lot more efficient, more meaningful, and far less wasteful. All in all, print is not disappearing, but careless printing might. So be thoughtful with design and create materials that earn their place, reflect good values, and leave a lighter footprint.