Thesis (MTech (Design))--Cape Peninsula University of Technology, 2016. / This research study investigates the level of awareness of, and engagement with Design for Sustainability (DfS) among three categories of actors within the Cape Town communication design fraternity: design educators, design students and design professionals. It focuses specifically on the degree of application of DfS within three selected Higher Education Institutions (HEIs) in Cape Town, while also interrogating the local industry’s need for students who are knowledgeable and skilled in this subject. To successfully practice DfS, communication designers need to be responsive to the possible environmental, social, cultural and economic impacts of their work. This study argues for the early incorporation of principles of sustainability into communication design curricula in order to promote the uptake of DfS. An extensive review of literature facilitates the showcasing of practical examples of how communication designers can positively address sustainability through their design solutions. Further, it also unpacks the barriers and solutions to integrating DfS into both education and practice. The study employs a qualitative research approach. Using purposive sampling, rich data is gathered from the key informants through focus groups and semi-structured interviews. Activity Theory is used as an analytical lens through which to examine the dynamics between the three different actors who are involved in the activities of teaching, learning and practicing DfS in communication design. The findings identify major gaps in the teaching of DfS as the subject is typically considered to be applicable to environmental issues. There is also limited understanding of how to practically apply principles of sustainability. Along with proposing appropriate strategies and tools to enrich the education around DfS in a more holistic manner, the study highlights the need for proactive re-curriculation so as to effectively sensitise students to the responsibility of communication designers to tackle sustainability issues. A set of adaptable guidelines is proffered as a way of making DfS more accessible to students while training them to channel their unique skill set and enhance attributes of agility and resilience in preparation for professional practice and an ever changing world. Educators are seen as playing the most crucial role in effecting the proposed guidelines because they interface with both students and industry; as well as straddle the critical domains of research, pedagogy and professional praxis. Additionally, this study recommends establishing more robust, responsive and meaningful connections between academia and industry in order to develop contextually relevant industry standards that will promote and advance DfS best practice among the Cape Town communication design fraternity.

Industrial design is a profession almost entirely dedicated to the design and development of physical goods and material culture. It is a practice that has thrived since industrialization, when the mass production of goods allowed average people the chance to afford products that improved their life style. Industrialization has chosen the path of least resistance and focused on the sheer volume of growth and high net profits without regard to efficiency or conservation on a macro level; especially in regards to energy use including fossil fuels. Companies are likely to choose to focus efficiencies in production and supply chain management on a micro-level within the company itself in order to help improve their bottom line profits. Nature has mastered the philosophy of doing more with less in order to survive, and soon designers will be encouraged to follow suit. With population increasing, energy prices rising and non-renewable resources being consumed at higher rates designers will have to adapt their industry to fit a more conservative, responsible model. The power of designers is catalytic and the impacts of our decisions multiply exponentially with every manufactured product. Unfortunately the decisions we make are not always focused on the welfare of the environment, in fact they rarely ever are. This research project aimed to determine the effectiveness of design guidelines and a product evaluation tool in helping to facilitate environmental design principles for practicing industrial designers.