In an era of climate crisis, the question is not whether we will adapt – but how quickly media can integrate sustainability principles into all aspects of their operations, including design.
A media outlet’s visual identity shapes not only its aesthetics but also its message. While global brands increasingly adopt sustainable practices in packaging and design, media in the Western Balkans are just beginning to recognize the importance of eco design – an approach that combines functionality, aesthetic responsibility, and environmental awareness. Although it may seem like an “extra,” eco design is not only a powerful tool in the fight against climate change, but also a visual support system for narratives that promote sustainability.
What is eco design in the context of media?
Eco design in media refers to the application of sustainable principles in the process of visual communication – from selecting colors and typefaces that consume less energy on screens, to designing layouts that avoid encouraging overproduction or harmful practices (such as non- sustainable printed promotional materials). It also includes the use of open-source software, local production, and digital format optimization (e.g., reducing file sizes to lower digital carbon footprint).
Why is this important for media in Serbia and the region?
The countries of the Western Balkans face high levels of pollution, inefficient waste management, and limited investment in green technologies. Media, although often under pressure to survive, play an important role in shaping environmental awareness. If they themselves do not consistently implement sustainable practices – how can they credibly call for change?
According to The Shift Project (2019), the share of digital technologies in global greenhouse gas emissions increased from 2.5% in 2013 to 3.7% in 2018. This level is comparable to – or even exceeds – emissions generated by the aviation industry, which contributes around 2.5% to 2.8% of global emissions. Every high-resolution video, animated banner, or heavy website carries its own carbon footprint. This is why it’s important to consider environmental impact when creating digital content.
Where are we today – and what can we learn?
Some media outlets in the region have already begun integrating principles of sustainable design. For example, the portal Storyteller.rs applies digital sustainability through several concrete measures. It uses Open Sans – a web-optimized and energy-efficient font – and has implemented a dark mode option, which helps reduce energy consumption, especially on OLED screens. According to The Green Web Foundation, the portal is also hosted by a certified green hosting provider that relies on renewable energy sources.
Although these are only initial steps, this example shows how even small media outlets can begin to incorporate sustainable practices into their digital identity – with the understanding that this is a continuous and evolving process.
Printed media are also increasingly considering the use of recycled or partially recycled paper, or opting for digital alternatives. One notable example in the Western Balkans is the magazine “Liceulice”, known for its socially engaged content. It prints its issues on partially recycled paper, thereby contributing to a lower ecological footprint. It also works with local illustrators, reducing the need for stock photography and supporting the local creative community.
However, in Serbia, recycled paper is mostly imported, which significantly increases production and printing costs. This opens up a broader and complex topic – the limited availability of sustainable materials on the domestic market, and the need for systemic support for ecologically responsible publishing.
In an age of digital noise, design is not just a medium – it is a message. When media demonstrate a willingness to integrate sustainability not only in their content but also in their design, they send a powerful signal about their values. In the context of Serbia and the region, where we are fighting for the right to clean air, water, and land, eco design becomes more than aesthetics – it becomes ethics.
Description: The author of the photo is Javy Luzania / Unsplash
May 27, 2025, Novi Sad, Serbia, Vladimira Dorčova Valtner