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I Love World Infographics
I Love World Infographics
abstract
5
ABSTRACT
In the beginning I wanted to change the
world –first I had to change myself. This
change meant making myself a promise that
from now on my work would contribute to
the lives of others and that I would include
others in the process.
contents
1-3 4-5 6-7 8-13
cover abstract contents personal
journey
introduction
example of infographics
7
CONTENTS
14-17 18-23 24-33 34-37
chapter1: chapter2: chapter3: chapter4:
the world: an guidelines ‘i love world
what is ecological for an infographics’
wrong? design awareness campaign
thinker’s campaign
perspective
d i s s e r t at i o n
appendix
8
PERSONAL JOURNEY
CHILDHOOD
I was born in 1977, two years after the death of
Francisco Franco, to a lower middle class Spanish
family. At that time Spain, unlike the rest of Europe,
1
was still in a state of transition towards democracy. I had
difficulty acquiring normal childhood skills such as
speaking, writing, swimming and even riding a bicycle; as a
result I often found myself on my own. During this time I
developed an exceptional ability to see my surroundings in
terms of their spatial proportions. At an early age I
found that I was able to draw accurately and
showed that I had a good sense of perspective.
My father and others encouraged my
ability which boosted my
self-confidence.
2
My life changed drastically as a result of a series of
distressing events. At the age of thirteen my parents decided
to separate and four years later, when I was seventeen, my
father died of lung cancer. These experiences brought an abrupt
end to my childhood –I took on new duties and assumed the role
of ‘father figure’ within the family– this increased responsibility put a
stop to my drawing and disrupted my studies. Finally a horrifying
motorbike accident, at the age of nineteen, left me in a coma during
which I was kept on a life support machine. I had to undergo several
operations before I eventually regained consciousness. I felt fortunate to
be alive and began to take stock of my life. I thought about what I
1
had done so far and what I might do for others in the future..
DESIGN STUDIES
3
I recovered better than the doctors expected, although it
took me almost three years. During these years of
recuperation I finished High School and began to work as a
trainee designer in a small firm. After the motorbike accident the
insurance company paid me a substantial amount of money which
allowed me to follow my dream to become a designer. I moved to
1
Barcelona to take a BA (Hons) in Graphic Design. Having gained the
degree I took up a teaching post in one of the most prestigious
Schools of Printing in Spain. My fascination with the work
of Leonardo da Vinci drew me to Florence where I
continued my studies taking an MA in
Industrial Design.
10
3
PERSONAL JOURNEY
ECONOMIC SUCCESS
After completing my studies in Italy I accepted an
offer to work for a publishing company in Barcelona
where I became the Art and Production Director. By
this time I was living a capitalist lifestyle and began a
stressful three year period during which I taught Graphic
Design at a variety of universities and set up my own design
studio. I worked hard to promote my clients
financial success and encouraged new designers to
imitate my hectic lifestyle. Production and
consumption was everyone’s goal.
5 AWAKENING
I began to feel unhappy and unfulfilled, I knew
something wasn’t right –this way of living was
beginning to make me ill and I escaped to
Amsterdam. This was the beginning of a new way
of living and working, my intention was to learn
new points of view and new meanings of success
from the openness and tolerance of Dutch society.
I decided to operate as ecologically and sustainably
as possible, only keeping a couple of clients who
respected my new unpretentious way of working
–from now on I would only work with
organisations that were environmentally aware.
1
DOING
1
FOR OTHERS
Sadly my Dutch episode had to come to an
end as my mother became very ill; I decided to
return to Mallorca to care for her during the last
months of her life. After her death in 2010 I tried to put
some order into my broken life. The severe financial crisis in
Spain had forced me to let go of my design work and I
undertook a new project and began to rebuild my old
family house – employing affordable and sustainable
methods wherever I could –I also created an organic
vegetable garden that fed me during the refurbishing
process. I saw this project, which took me two years, as
personal challenge and as way to honour my
parents.
11
PERSONAL JOURNEY
STEPPING
5
INTO A NEW MINDSET
When the house was complete I went back to my design work, only
this time, as accommodation and food were covered, I was able to
offer my design services free. I enrolled as a volunteer
coordinator for Economy for the Common Good as well as
working as a communications expert for an independent
group of water management specialists in Mallorca. I also
1
attended the ‘Cradle to Cradle’ seminar in the
Netherlands.
7 EXPLORING
& UNDERSTANDING
After travelling, and exploring several new countries and cultures I
8 began to understand the world better and realised how difficult it is
to provide universal solutions. At this time I became aware of an
6
innovative new program that was being created at Schumacher
College which combined ecology and design, in which
students from around the world would be collaborating. I
knew immediately that the MA in Ecological Design
Thinking would be the right thing for me.
3
PLAYING WITH
THE DEVIL
This mini biography would not be complete
without a mention of the court case which has
consumed me for the past eleven years. The case
centres on the award winning typeface I exhibited in the
"2003, Year of Design of Barcelona"; the typeface was taken
without permission and used in an international ad campaign.
Naively I hoped to be able to resolve this situation in a fair
and objective way. Despite having truth on my side, I
continue to pay the penalty for trusting in the justice
system. Although these circumstances forced me to
re-enter the world of commerce, I remained committed
to a more ethical and sustainable way of working.
12 Thumbnail of the ‘Personal Journey’
poster which was reproduced on
PERSONAL JOURNEY
DOING IT TOGETHER
10
I have learned that if we want a better world, truth
alone is not enough. We need to work together,
therefore, we need accessible guidance for the
people who are beginning to realise what the world
needs. I offer this contribution as a way to help
those wondering how to do things in a better way
for the world.
13
PERSONAL JOURNEY
EXPLORING STEPPING
& UNDERSTANDING INTO A NEW MINDSET
After travelling, and exploring several new countries and cultures I When the house was complete I went back to my design work, only
began to understand the world better and realised how difficult it is this time, as accommodation and food were covered, I was able to
to provide universal solutions. At this time I became aware of an offer my design services free. I enrolled as a volunteer
innovative new program that was being created at Schumacher coordinator for Economy for the Common Good as well as
College which combined ecology and design, in which working as a communications expert for an independent
students from around the world would be collaborating. I group of water management specialists in Mallorca. I also
PLAYING WITH knew immediately that the MA in Ecological Design attended the ‘Cradle to Cradle’ seminar in the
THE DEVIL
Thinking would be the right thing for me. Netherlands. DOING
This mini biography would not be complete FOR OTHERS
without a mention of the court case which has Sadly my Dutch episode had to come to an
consumed me for the past eleven years. The case end as my mother became very ill; I decided to
centres on the award winning typeface I exhibited in the return to Mallorca to care for her during the last
"2003, Year of Design of Barcelona"; the typeface was taken months of her life. After her death in 2010 I tried to put
without permission and used in an international ad campaign. some order into my broken life. The severe financial crisis in
Naively I hoped to be able to resolve this situation in a fair Spain had forced me to let go of my design work and I
and objective way. Despite having truth on my side, I 6 undertook a new project and began to rebuild my old
continue to pay the penalty for trusting in the justice 7 family house – employing affordable and sustainable
system. Although these circumstances forced me to 8 methods wherever I could –I also created an organic
re-enter the world of commerce, I remained committed vegetable garden that fed me during the refurbishing
to a more ethical and sustainable way of working. process. I saw this project, which took me two years, as
3 personal challenge and as way to honour my
parents.
1
7
9 5 AWAKENING
I began to feel unhappy and unfulfilled, I knew
8 2 something wasn’t right –this way of living was
6 5 beginning to make me ill and I escaped to
4
DOING IT TOGETHER 10 3 Amsterdam. This was the beginning of a new way
I have learned that if we want a better world, truth 1 of living and working, my intention was to learn
alone is not enough. We need to work together, new points of view and new meanings of success
therefore, we need accessible guidance for the from the openness and tolerance of Dutch society.
people who are beginning to realise what the world I decided to operate as ecologically and sustainably
needs. I offer this contribution as a way to help as possible, only keeping a couple of clients who
those wondering how to do things in a better way respected my new unpretentious way of working
for the world. –from now on I would only work with
organisations that were environmentally aware.
CHILDHOOD
I was born in 1977, two years after the death of ECONOMIC SUCCESS
Francisco Franco, to a lower middle class Spanish 2 After completing my studies in Italy I accepted an
family. At that time Spain, unlike the rest of Europe, offer to work for a publishing company in Barcelona
was still in a state of transition towards democracy. I had 4 where I became the Art and Production Director. By
1 this time I was living a capitalist lifestyle and began a
difficulty acquiring normal childhood skills such as 3
speaking, writing, swimming and even riding a bicycle; as a stressful three year period during which I taught Graphic
result I often found myself on my own. During this time I Design at a variety of universities and set up my own design
developed an exceptional ability to see my surroundings in studio. I worked hard to promote my clients
terms of their spatial proportions. At an early age I financial success and encouraged new designers to
found that I was able to draw accurately and imitate my hectic lifestyle. Production and
showed that I had a good sense of perspective. consumption was everyone’s goal.
My father and others encouraged my
ability which boosted my
self-confidence.
ENCOUNTERS WITH DEATH DESIGN STUDIES
My life changed drastically as a result of a series of I recovered better than the doctors expected, although it
distressing events. At the age of thirteen my parents decided took me almost three years. During these years of
to separate and four years later, when I was seventeen, my recuperation I finished High School and began to work as a
father died of lung cancer. These experiences brought an abrupt trainee designer in a small firm. After the motorbike accident the
end to my childhood –I took on new duties and assumed the role insurance company paid me a substantial amount of money which
of ‘father figure’ within the family– this increased responsibility put a allowed me to follow my dream to become a designer. I moved to
stop to my drawing and disrupted my studies. Finally a horrifying Barcelona to take a BA (Hons) in Graphic Design. Having gained the
motorbike accident, at the age of nineteen, left me in a coma during degree I took up a teaching post in one of the most prestigious
which I was kept on a life support machine. I had to undergo several Schools of Printing in Spain. My fascination with the work
operations before I eventually regained consciousness. I felt fortunate to of Leonardo da Vinci drew me to Florence where I
be alive and began to take stock of my life. I thought about what I continued my studies taking an MA in
had done so far and what I might do for others in the future.. Industrial Design.
“My passionate sense of social justice and social responsibility has always contrasted oddly with
my pronounced lack of need for direct contact with other human beings and human communities.
I am truly a ‘lone traveller’ and have never belonged to my country, my home, my friends, or even
my immediate family, with my whole heart; in the face of all these ties, I have never lost a sense of
distance and a need for solitude”. –Albert Einstein
14
chapter1
THE WORLD:
WHAT IS WRONG?
An elaboration on three current
dangers to our planet
15
People cannot easily intervene to change the system within these economic
rules. Paradoxically, society and its labour –and not money– is the real target.
Are we choosing to be slaves of the system?
In our densely populated world, cheap merchandise seems ideal for low
budgets –especially to families coping with small wages or unemployment.
However, this situation creates a vicious circle; it is an invitation to over-
consume, encouraging the purchase of more low-quality stuff, probably
even more than is needed, which generates greater waste. ‘Planned
obsolescence’2 also accelerates this process.
SYSTEM YOU
AS A DESTRUCTIVE AS INDIVIDUAL
MACHINERY
16
THE WORLD: WHAT IS WRONG?
“People where you live,” the little prince said, “grow five thousand
roses in one garden... yet they don’t find what they’re looking for”
–Antoine de Saint-Exupér y, The Little Prince
17
chapter2
AN ECOLOGICAL
DESIGN
THINKER’S
PERSPECTIVE
Recovering natural equilibrium
in a world out of balance
19
“Have you noticed that inspiration comes when you are not looking for
it? It comes when all expectation stops, when the mind and heart find
rest.” –Krishnamurti
Travelling through these rural landscapes and thinking about the questions
surrounding the meaning of sustainability Luis began to be aware of the
complexity of divers conditions and realised that there was a substantial
distance between what he sensed and what he had learnt. The experience
shook his beliefs about his previous understanding of the meaning of
sustainability –he saw other practical ways in which sustainability had been
applied.
This dissertation intends to inform the reader about practices that can be
sustained far into the future and hopes to find longer lasting solutions (unlike
the defined options used towards the oil problem.) In this context a summary
of the term sustainability would mean: thinking before consuming, doing
more with less, sharing resources by living in communities, using more energy
efficient transport, eating less and doing it in a responsible way, making things
last longer, reusing them, repairing them, rethinking them, and ultimately
recycling or composting them before discarding them as waste.
Luckily Luis had taken lessons from the difficult moments in his life; at an
early age he had learnt about the satisfaction of making action without wasting
time or resources and understood the importance of leaving sufficient space
in your life to experience the delight in finding economical answers. As others
have done, he discovered ways of doing more with less. He saved money,
saved energy, cooked less food, had fewer showers, created less waste and
travelled lighter. He used the smallest room and the least amount of paper for
his drawings... moreover, whenever he needed something new, he tried to do
with the least amount possible and to know when he had enough.
Our individualistic western way of life is focused on the quest for money,
rather than on increasing the amount of free time we have to feel, to identify
and to understand what we really need. The Enough Theory proposes the
opposite; it proposes that we reduce consumption, have more control, be
aware of unnecessary pressure from the system and make space for curiosity
and exploration. We need to understand the difference between what we need
and what we want and begin to live in a way that is closer to satisfying our own
needs than the requirements of the system.
“There is no value in life except what you choose to place upon it and
no happiness in any place except what you bring to it yourself.”
–Henry David Thoreau
22
AN ECOLOGICAL DESIGN THINKER’S PERSPECTIVE
As briefly outlined in chapter one of this paper the car firm Renault ‘pirated’ THE POWER OF
a typeface designed by Luis. In the ensuing court case, the judge chose to rely THE COMMUNITY
on ‘insinuated’ evidence which left Luis with no other option than to try to
prove something that had not in fact occurred. Being on his own Luis lost
the case; he could not deal with the power of a big company which used well-
paid lawyers and allied itself with a politicised justice system. After the trial,
Luis had an unexpected conversation with someone from inside the business
fraternity who wanted to help but remain anonymous. This person suggested
that the best way to fight a large company was to damage their image in the
market. The aim, rather than working alone, would be to build an aware
community of supporters and to solicit the interest of rival companies that
would like to take a percentage of Renault’s trade. What was needed
was a way to expose the truth to the public and, as a result create strong
opposition.
“The only restraint that the politician, the economist or the notary
know, when they reach evil heights of power, is the fear of a free press”
–Arturo Pérez-Reverte
Following this suggestion the Luis VS Goliat blog8 was launched in 2014. It
has an increasing number of visitors and supporters led by a few famous
typographers and design personalities. The experience of setting up this blog
had shown Luis that a well organised group of people can be a powerful
resilient force against an oppressor who relies on the public’s good opinion
to survive. A sentiment affirmed by Margaret Mead who is quoted as saying,
“Never doubt that a small group of thoughtful, committed citizens can change the world.
Indeed, it is the only thing that ever has.”
Can we learn to solve problems from Nature which “doesn’t have a design
problem? We can certainly observe and respect the answers Nature provides.
Many indigenous tribes achieve sustainable lifestyles by understanding that
they are just one species within the whole. These indigenous peoples, natural
species and ecovillages have something in common: they live, work and share
for a common good and are organized in communities. Communal behaviour
is very different to the individualistic pursuit of happiness through economic
success presented in chapter 1. Fortunately, societies are beginning to exploring
ways to develop ecological awareness, and community projects are appearing
exponentially –a few examples are briefly described in the appendix.
CONCLUSION: AN In every place, every being has a unique legacy: In each situation
INTERPRETATION there are a million different conditions, and each situation has its own
OF ECOLOGICAL
DESIGN set of problems which cannot be solved by outside solutions. It is
THINKING important to have local feedback; the best answers come from the
context within which the problem has arisen and are best addressed
at the moment at which they arise. We need to observe, explore and
experience unnoticed, far from an anthropocentric view. We should
explore each situation meticulously and provide help from a distant
but inclusive view, facilitating a balance within the diverse systems
of nature. Bringing a wide-open personal awareness to others and a
deep and comprehensive understanding that we are not only here to
serve ourselves.
24
chapter3
GUIDELINES FOR
AN AWARENESS
CAMPAIGN
Ways to stimulate change
through design
25
FINDING As described in the ‘personal journey’, the open and holistic attitude the Dutch
TRENDS IN PAST demonstrated towards common good provoked a change of consciousness.
EXPERIENCE There was a vast difference between the Dutch and Spanish approach –doing
good, went beyond politics and propaganda and became reality. This was
probably the first step towards understanding there were a ways to a better
future.
Feedback from sharing these discoveries with the online community showed
clear but diverse trends. Some were simple supporting ‘likes’, others gave no
reaction, on a few occasions comments with superficial personal opinions were
posted, rarely these were comments against the subject, mostly made by people
who felt uncomfortable. By broadly analysing a six-year period of news and
posts relating to environmental sustainability two polarized reactions can be
identified:
Are we prepared to see reality as it is? The few results gathered from activist
campaigns against consumption, or supporting animal rights, show us that
we are not prepared to accept reality without stepping out of our comfort-
zone. Most people run away from real facts, some simply want to see a happy
‘Hollywood’ end to the problem, this is where concern remains. We do not
want to see the challenges that we need to face, we simply want to see the
solution.
26
GUIDELINES FOR AN AWARENESS CAMPAIGN
“Look at the data, look at the facts about the world; you will see how we are today and how THE POWER OF
we can move forwards with all these billions on our wonderful planet.” The ever positive THE COMMUNITY
opinions of Prof. Hans Rosling9 paradoxically go against the idea of identify
and solving the problem. However, what it is interesting is how he engages
people through optimistic dynamic infographics9; his analogies are more likely
to empower people to action than gloomy, complex statistics.
The example of the successful Luis Vs Goliat blog8 and, more recently, the EMPOWERED BY
group of participants in the Ecological Design Thinking MA showed that AND FOR THE
diverse opinions can make a better argument for a healthy, resilient community. COMMUNITY
Our cultures are so different; the ability to embrace diversity maybe the
ingredient which helps shape self-sufficient communities. All adherents
of sustainability now ‘play with a common enemy’ –the economic system;
movements like ‘Think Globally, Act Locally’ or the ‘The Butterfly Effect’ emphasize
the fact that all action is related. If we all make small steps –small changes–
communities could have considerable impact on a complex system.
“The big key to tackling climate change lies with the consumer, not politics”
–Javier Gregori10
27
As has been said before, it might not be possible to solve our ecological
problems through just one ethical lens, but all of them eventually arrive at
a common goal through different journeys. As Joanna Macy described in
‘The Great Turning’, “the largest social movement in history is created by millions of
individuals making their own individual choice to act for the sake of life on Earth.” Ethics
are a set of behaviours created by humans; they propose subjective common
goals toward good, from different anthropocentric approaches. Nature’s
systems work in a different way, what is important in nature, is whether species
are able to adapt themselves to their conditions and predators. Nature found
its balance over millions of years, as Charles Darwin proposed in the ‘Theory of
Evolution’, or as James Lovelock explains in the ‘Gaia Theory’.
This paper suggests all different human eco-ethical perceptions seem to have
a common goal. (See the bi-dimensional figure 1 in next page). However,
the sum of these ethical approaches does not yet conform to create the
perfect definition of sustainability. It would need the aspiration of all living
species to shape the closest approach to Perfect Sustainability –or 100%
re-newability– or ‘Gaia’ in equilibrium. (See the following tri-dimensional
simulation where all the species overlap, figure 2). Could Gaia be the sum of all
living consciousness? –it would be interesting to do further research into this
question.
28
GUIDELINES FOR AN AWARENESS CAMPAIGN
YOUR
JOURNEY
YOU, GOAL
aiming
sustainability
BOUNDARIES OF YOUR
ECO-ETHICAL LENS
common
sustainability
goal
chapter4
‘I LOVE (WORLD)
INFOGRAPHICS’
CAMPAIGN
An example of a future campaign
outlining possible outcomes from
the guidelines proposed in this
dissertation
w
.
..
W
r r
- p
vr
w
wr
34
‘I LOVE (WORLD) INFOGRAPHICS’ CAMPAIGN
The intention is to give information about the environmental responsibilities THE GOAL
that lie behind any lifestyle. A guiding tool to provide a check on how
dependent our lifestyle is on the market and demonstrating how responsible
we are for the consumerist decisions we make. A necessary mode of behaviour
for us and ultimately for those who might copy us.
The campaign must remain accessible to all cultures, providing guidance to GUIDELINES
the users while accepting further opinions and showing respect to divergent AND VALUES TO
TRANSMIT
methods; allowing differing campaigns to evolve through a wide-ranging
understanding of sustainability and love.
The name of the campaign is a balance between its meaning and how that THE NAME
is represented. It supports the play of ‘I’ to engage us with world’s love for AND IMAGE OF
graphic information. It uses Milton Glaser’s famous formula –see figure 1 CAMPAIGN
below– to create a strong relationship between the audience and the message.
The ‘I Love World Infographics’ logotype is a mix of five concepts –audience,
world, love, information and graphics– that fits harmoniously among the
guidelines of the campaign.
David Orr, as well as David Abram and David Thoreau proposed that a THE CAMPAIGN
natural context is mandatory when reconnecting with nature. We should be
‘inside’ nature in order to learn about it. In the book To Know as we are Known:
Education as a Spiritual Journey1, Parker J. Palmer explores the concept classroom;
he uses the example of nomadic gatherings in the dessert where the speaker
is just part of a circle. This method of application would support the ‘inside
nature’ idea, exploring the Latin concept of ‘Campaign’ as Campania, pertaining
to the countryside. These conditions would also constrain the shape of the
group of interested participants. See appendix for some photographs of the
genuine campaign package.
35
The physical format of the campaign, at this time, is the result of finding the
cheapest, most sustainable way to comfortably address a group of people
in the countryside. It is a biodegradable result, easily compostable and
combustible. It uses recycled brown paper and natural string to label and to
sew each poster to its structural canes –no glues, artificial or toxic materials.
Because four copies are needed, it uses ink-jet printing. However, I avoided
the use of solid black (100%) to save ink, and used other colours as little
as possible; other colour inks are often based in heavy metals. The multiple
components are wrapped in packaging that protects and helps to carry the
whole, once opened, the same packaging –a natural fibre blanket– may be
used to spread on the ground or to keep people warm.
Inside the package are nine posters with information printed on both sides:
The posters are ultimately designed to be unrolled and hung from the branches
of trees or hung indoors. A future update will include Colour filters or ‘Gels’2
to filter colours and information in the comparisons, according ‘Eco-Ethical
lenses’.
36
‘I LOVE (WORLD) INFOGRAPHICS’ CAMPAIGN
The aim is to design, using graphic information, an accessible bridge between REASON TO
existing complex data and a wider audience –a cross-cultural, comprehensible REPRESENT DATA
GRAPHICALLY
work for different languages in different stages of development.
The campaign is designed to be used outside in the countryside, but can easily AREA OF ACTION
be applied in various spaces. It might be shown as an exhibition or used as the
foundation for a group discussion indoors. One of the objectives is to make an
international lecture tour showing the latest result, gaining experience through
each exhibition in different cultural contexts and eventually creating a more
inclusive version by adding information gathered common enquiries.
Everyone is welcome to access and be guided by the outcomes of this enquiry. AUDIENCE
It would be interesting to gather as many reactions as possible. However, my
primary intention is to encourage young people to think about the world they
live in –they are the future.
37
A COMMON The inspiration for this campaign is Biophilia –or love for nature. I believe that
LANGUAGE nature in this work has the key to solving a large part of our problems and
offers the only solution to planetary self-sufficiency. Nature is also the source
of most of the clues humans have compiled about our planet and therefore
nature is a common language across cultures. Graphics representing natural
forms would not only connect with recognizable shapes, they would invite
viewers to come closer and discover wonders of which we are all part –and
some parts we call beauty.
THE GRAPHIC Graphic design methods are used to inspire a reconnection with nature,
TECHNIQUES such as photography of natural geometry, hand illustration or handwriting.
However, other digital processes have been used to simplify details in order
to reach minimal meaningful expression such as icons or diagrams which
represent non-existent concepts or tri-dimensional simulations. The digital
typographies used –Trajan Pro and Garamond– are also intended to connect
with the beauty of proportion and detail of old Roman styles.
GUIDANCE Comparative visualization via the infographics would allow us to identify our
THROUGH position on a scale and would offer different options, either better or worse
COMPLEX DATA for the environment, dependant our stage in the process. This analysis would
let us realise which of our actions have maximum or minimum environmental
impact.
WAYS TO Results will often be based on estimates and for this reason numbers would
MEASURE DATA sometimes need to be rounded up. Then again, as Professor Hans Rosling
explains, numbers can show lifestyle trends5. This campaign provides a new,
helpful and accessible guide which does not focus on specific figures but
translates occasionally boring, difficult or technical information into a more
approachable layout. The following practices are the methods I used to
find the relevant data, either by focusing on just one or by combining them:
Ecological Footprint6, Earth Overshot Day7, Embodied Energy, the natural renewability
of resources, scale/score comparison with undefined units, –see appendix for a brief
description– for the most complex data I used intuition.
WHAT IS NEXT? This is not the end. This is simply the application of my values
as a designer. It is a transformative process toward the beginning
of a new life –and these guidelines are my new aims as a creator.
Now is the moment to step out into the real world, to start to
implement changes and to integrate feedback into future versions
of this campaign, as well as any other work that I might do towards
sustainability.
New landscapes await me, I will try to spread the word and ultimately
be a better person not only for the planet, but for myself.
38 Thumbnail of the ‘The Big Picture’
poster which was reproduced on
80x50 cms. for the proposed campaign
(*) Waste is counted into the footprint for each heading. Waste is 15%
of the total if it is taken out and considered as a separate category.
HOUSING 3%
our BUI
global LDI
% NG
footprint
span S 14 S 13
AY %
LID
HO
PA
SS
S,
ICE
EN
ERV
GE
RT
T, S
RAV
MEN
EL 1
GOVERN
>
18% 8% >
GY
ER
EN
<
OD %
FO
&D 11
RIN s
K2 ditie
4% m o
COm
40 Thumbnail of the ‘Foodprint’ poster
which was reproduced on 80x50 cms.
for the proposed campaign
‘FOODPRINT’
NOTES FROM THE AUTHOR MEASURING METHODS USED
Ecological Footprint, Embodied Energy, Scale/Score comparison with
What I tried to show? Taking into account the sig- undefined units and Gamification.
(*) Lawn is not considered food, however, it is included in the list be-
cause is the most world irrigated crop.
area, energy and resources
needed to produce equivalent
amounts of different food
1. Water
2. Vegetables & Potatoes
3. Bread
4. Fruits
5. Sugar
6. Cereals & Rice
7. Fruit juices
8. Eggs
9. Milk
10. Biscuits
11. Poultry
12. Yogurt
13. Pork
14. Wine
15. Tea
16. Vegetable Oil
17. Lawn*
18. Coffee
19. Chocolate
20. Lamb
21. Fish
22. Cheese
23. Butter
24. Beef
25. Shellfish
packaging
organic
eggs
beef
slow
transport
-104.39
sustainability score
3.1
sustainability score
42 Thumbnail of the ‘Passenger Travel’
poster which was reproduced on
80x50 cms. for the proposed campaign
‘passenger travel’
NOTES FROM THE AUTHOR
What I tried to show? Because I have always conclusions also appear, for instance, the fact that
enjoyed travelling and often make long journeys, I there are as yet no alternative renewable methods
have naturally spent time wondering if we might be to replace the efficiency of air or sea transport over
more responsible about the way we use transport. long distances. Recently, this list has been added to
Humans have always travelled, not only because by the new electric car which is efficient even for
of their conquering spirit, but also because people one passenger, and may in the future be used for
started moving from rural communities to factories long distance journeys.
or mines, especially in Western society during the
industrial revolution. This relocation brought the
need for new systems of transport; a problem that
has increased over the years. In most cities today
there are a variety of fast comfortable methods of
transportation and because this of this improved
accessibility, we now travel more and further.
1ST
sail, wind
2 ND
3 RD
medium
5 distance
TH
6 TH
7 TH
8 TH
9 TH
10 TH
walking, bread
11 TH
12 TH
13 TH
14 TH
bicycle+shower, bread
15 TH
16 TH
17 TH
18 TH
20 TH
21 TH
22 TH
—LESS efficiency
44 Thumbnail of the ‘Past, Present and
Future’ poster which was reproduced on
80x50 cms. for the proposed campaign
(*) Estimated values relating the trends as result of the past data’s
analysis.
1950
2.5 billion people of world population
1.0 planet required if humanity follows a european lifestyle
2015
7.3 billion people of world population
2.5 planets required if humanity follows a european lifestyle
you,
and 10 million
people more
which
A plan
11.2 billion people of world population
3.8 planets required if humanity follows
a european lifestyle
B plan
11.2 billion people of world population
1.0 planets required if humanity follows
a nature awareness lifestyle
46 Thumbnail of the ‘Renewability Index
Hive’ poster which was reproduced on
80x50 cms. for the proposed campaign
renew-score
1 7.4/20
en
er
IESg
nat teria
ma
ur lS
al
20 SUN
proteria
ma
ce l S
ss
ed
19 WIND straw ethically unaccepted
me
tal
s
18 WATER nettle cotton widely recycled
pre
cio
us
17 GEO
TERM hemp wool
r
16 BACT
e
ERIES BAMBOO
n
15 ANI-
MALS wood paper
e
w
14 lime leather
a
13 CHAR- stone
b
COAL
i l
12 cork
i t
11 sand glass iron
Y
10 clay
I N
9 COAL alumini-
um
D
8 cement copper
E
7 X
h
6 OIL plastic i v
5 asphalt silver
e
4 lithium gold
3 coltan
2 dia-
mond
1 URANIUM
references&
links
REFERENCES & LINKS (7) Interwiew to José Mújica on 1:15:05 in ‘Human,
Extended version VOL.1’:
CHAPTERS 1,2 AND 3 https://www.youtube.com/
In order of appearance watch?v=vdb4XGVTHkE
(1) Cómo si no hubiera un mañana by Jorge Riechmann (8) Luis VS Goliat blog:
(Spanish): http://luisvsgoliat.com
http://lecturassumergidas.com/2015/04/29/jorge-
riechmann-consumimos-el-planeta-como-si-no- (9) Gapminder Project Prof. Hans Rosling:
hubiera-un-manana/ http://www.gapminder.org/
(2) ‘Planned Obsolescence’: (10)“La gran llave para frenar el cambio climático la tiene el
https://en.wikipedia.org/wiki/Planned_ consumidor, no la política” by Javier Gregori (Spanish):
obsolescence http://www.eldiario.es/norte/euskadi/llave-frenar-
cambio-climatico-consumidor_0_424157762.html
(3) Cómo si no hubiera un mañana by Jorge Riechmann
(Spanish): (11) Tearing Down the Master’s House interview to
http://lecturassumergidas.com/2015/04/29/jorge- Derrick Jensen:
riechmann-consumimos-el-planeta-como-si-no- http://www.counterpunch.org/2006/08/12/tearing-
hubiera-un-manana/ down-the-master-s-house/
(4) Accelerating the planetary transformation by Benjamin (12) Wildebeest animated cartoon from Birdbox
Butler: Studio:
https://www.linkedin.com/pulse/accelerating- http://youtu.be/JMJXvsCLu6s
planetary-transformation-benjamin-
butler?published=u All the links are working on Dic 10th 2015.
REFERENCES&LINKS
REFERENCES & LINKS
CHAPTER 4
In order of appearance
bibliography
&data
BIBLIOGRAPHY
CHAPTERS 1,2 AND 3
In order of appearance Other related reading
Vale, Robert and Brenda. 2009, Time to eat the dog? The Matson, J. 2013, Renewable Energy’s Hidden Costs,
real guide to sustainable living, Thames and Hudson Ltd. Scientific American
Dressler, Camille. 1999, Eigg, The Story of an Island, Ashton, Tin et al. 2004, Change the World for a Fiver,
Edinburgh University Press. Short Books Ltd.
Hunter, James. 2012, From the Low Tide of the Sea to the Clift, Jon and Cuthbert, Amanda. 2008, Climate
Highest Mountain Tops, Community ownership of land in Change, Simple things you can do to make a difference,
the Highlands and Islands of Scotland, The Islands Book Green Books.
Trust.
Clift, Jon and Cuthbert, Amanda. 2007, Greening Your
Braungart, M. and McDounough W. 2009, Cradle Office. From cupboard to corporation: an A-Z guide, Green
to Cradle, Re-making the way we make things, Vintage Books.
Books.
BIBLIOGRAPHY&DATA
BIBLIOGRAPHY DATA SOURCES
CHAPTER 4 INFOGRAPHICS
In order of appearance
(1) Parker J. Palmer, 1993. To Know as we are known: Vale, Robert and Brenda. 2009, Time to eat the dog? The
Education as a Spiritual Journey, Harperone. real guide to sustainable living, Thames and Hudson Ltd.
(4) Mark Baskinger, 2013. Drawing Ideas, a hand-drawn M. Wackernagel and W. Rees, 1996. Our Ecological
approach for better design, Watson-Guptill. Footprint: Reducing Human Impact on the Earth, New
Society Publishers.
(6) M. Wackernagel and W. Rees, 1996. Our Ecological
Footprint: Reducing Human Impact on the Earth, New Global Footprint Network:
Society Publishers. http://www.footprintnetwork.org/
Vale, Robert and Brenda. 2009, Time to eat the dog? The David McCandless. 2014, Knowledge Is Beautiful,
real guide to sustainable living, Thames and Hudson Ltd. Harper Design.
David McCandless. 2014, Knowledge Is Beautiful, David McCandless. 2010, Information Is Beautiful,
Harper Design. Harper Design.
Keith Albarn et al. 1977, Diagram, The instrument of A. Collins, A. Flynn and A. Netherwood. 2005,
thought, Thames and Hudson. Reducing Cardiff ’s Ecological Footprint: A Resource Tool
for sustainable Consumption, WWF Cymru.
David McCandless. 2010, Information Is Beautiful,
Harper Design. Simon Fairlie, 2007. Can Britain Feed Itself? (paper).
Daniel Dorling et al. 2010, The Atlas of the Real World, Richard Boston et al. 1979, The Little Green Book,
Mapping the Way we Live, Thames & Hudson. Wildwood House.
acknowled-
gements
53
ACKNOWLEDGEMENTS
Seaton Baxter & Roberto Fraquelli, supervision
Luis VS Goliat, learning process
Sybilla Higgs, reflection,..., correction and editing
Scotland & Wales, mindful exploration
Inez Aponte, external advice
Tamar Correa, external support and acceptance
David Sánchez, companionship
Malcolm Baldwin & Anna Lunk, external advice
Ecological Design Thinking Group, companionship
Dee Cunninson, external advice
Schumacher College Community, livelihood
Rafa Jimenez, external support
Daniel Christian Wahl, external support
Adriaan Alexander Dekker, psychological support
Bob Tomlinson, information
Wirat Rachburi, external advice
Miquel Baidal, external advice
Luisa Ripoll, external support
Margarita Jaume, logistics
Raul Woollands, external advice
...
...and to you, my parents, who believed that I could bring something,
I think this could be it, I wish you could see me now.
Thanks, for supporting me, I always will love you, Luis.
54
appendix
APPENDIX CHAPTERS Economy for the Common Good, a new economic
model based in the fair-share between acommunity,
1,2 AND 3 businesses and nature:
http://www.ucl.ac.uk/global-governance/ggi-
Examples of communities events/christianfaber
APPENDIX
Organic farming: Buying or growing organic food
because it is the healthier for them, the soil and the
world.
Recycling: Investing in properly run recycling
schemes as a way to re-absorb the vast amount of
waste produced by humans.
Renewable energy: Turning to green energy because
it has a less polluting outcome for the environment
and is reliable and cost effective. Living ‘off grid’ is
the best way to achieve this goal.
Rights for all living beings: Respecting all other
species and refusing to abuse them as a resource
to feed our needs whether for animal energy, food
production or leather production.
Transport sharing schemes: Concerns over increased
pollution and cost of personal transport could be
overcome by sharing transportation across a larger
community.
Spiritual values: Believing that ethical values and faith
will give us hope for a world of peace and beauty.
Technological efficiency: Science and new
technologies are inventing more efficient, energy
saving solutions for industry, which may in turn
create a more sustainable life.
Tree planting: Sustaining tree populations on earth
as among other things the tree is the most effective
solution to CO2 absorption. It is also a significant
source of structural and combustible material as well
as being a useful source of food and health for the
soil.
Vegan/vegetarian food schemes: Contributing
towards a sustainable planet by eating vegan or
vegetarian food, and seen as a healthier way of life,
both personally and for the planet, as well as an
ethical approach to animal rights.
56
APPENDIX