How are beauty and sustainability related? We might think that they have nothing to do with each other, or that they don’t need one another. Or even, that they are incompatible. It has often been said that “sustainable” is “ugly” or “cheap.” And “beauty” has been associated with the superficial, the unnecessary, and unsustainable luxury. With this story, we aim to offer a different perspective on all of this.
Design has often been understood as an activity that creates beauty, that beautifies the world. Today, we will see how design is not only about creating products or graphics, but also services, broader experiences, businesses, and even policies. And beauty can be found in all of them.
Beauty and emotional connection: keys to sustainability
Let’s begin with the product level, whether physical (e.g., furniture, toys, or electronic devices) or digital (e.g., websites or mobile apps). In product design, there has always been a debate between functionality and beauty, as if they were opposing forces. Now, we include another variable in the debate: sustainability. The truth is that beauty has a lot to do with emotions, with the emotional connection we, as people, have with things. And this is related to two aspects that we’ll discuss next.
First, we want to talk about the relationship between beauty and the good user experience with a product. Azur González explains in ‘Design, emotions, and beauty‘ how “a product that establishes a positive connection creates a cognitive boost that makes it easier to use.” Thus, creating beautiful interfaces could help, for example, reduce the digital gap faced by older people. But it can also facilitate accessibility for others. The issue of digital accessibility is itself a matter related to sustainability and positive impact. First, it’s a social impact. But it also ties to environmental impact, as an accessible digital interface contributes to less energy consumption. You can read more about this in our story on Sustainable Web Design.
If we’re talking about physical products, a good example is the wheelchair designed by LAYER. This product provides the best user experience: its ergonomic design adapts to the person who will use it, and it is lightweight and flexible. But, moreover, its elegant aesthetic helps eliminate the social stigma that comes with wheelchairs, which contributes to social inclusion. One person said this was the only wheelchair they felt comfortable with in a nightclub.
We could take these concepts not only to products but to the spaces and environments we inhabit. It’s no coincidence that the motto of the New European Bauhaus is “beautiful, sustainable, together.” It’s understood that “beauty” is part of an experience in the environment we live in, one that is of high quality, pleasant, and enhances people’s well-being.
Second, we want to talk about the relationship between beauty and durability. We know that durability is key to sustainability: if a product lasts and continues to provide value for a long time, it is more sustainable. And this also ties to that emotional connection we mentioned.
The beauty of a product creates a stronger emotional connection with it, making it harder to part with. It makes people want to take care of it and feel a sense of responsibility toward it. Probably, people who use the wheelchair designed by LAYER will take care of it throughout their life.
We move away from the concept of superficial beauty, which is only meant to “decorate” a product or make it look like something it is not. We’re talking about authentic beauty that highlights the best qualities of a product and makes people want to engage with it. This doesn’t mean objects shouldn’t have any ornamentation. What matters is that the object’s aesthetics highlight the qualities that are important to the people who interact with it. We can talk about a “meaningful aesthetic”.
Architect Joanna Laajisto talks about “simple, classic elements that withstand the test of time” in the article “The Aesthetic of Sustainability”. Her pieces and spaces are examples of these timeless elements that people want to keep for as long as possible. Another example is the Cesta Lamp by Miguel Milá (featured in the cover photo). All these products share an aesthetic that adapts to different times and places, and ensures they remain durable for decades.
And what about digital design? The same thing happens. If the design of a digital brand or website is done with authentic aesthetics, it will be more sustainable. An aesthetic and image based on rigorous work defining the brand’s values and purpose, rather than passing trends. This will help users form a lasting emotional connection with the brand, avoiding the need for constant redesigns and the associated costs.
Beauty is only real if it is sustainable
“The effort to create lasting beauty does not depend on style, but on truth. Beauty is what gives things their immortality” (Alan Moore).
Just as we talk about beauty contributing to sustainability, we believe sustainability and ethics also contribute to beauty. Beauty, not as something superficial added afterward, but as something that can only be fully achieved if everything we do is good. It’s a kind of “moral beauty.” Sometimes this moral beauty shows up in our everyday expressions: when we believe that what someone did is “wrong,” we say it’s “ugly.” Today, we find ourselves in a paradigm shift. People are increasingly valuing that deep beauty, one that is tied to things being good for us and the planet. In this regard, Ezio Manzini talks about “a new beauty in things”.
We reclaim aesthetic value as a consequence of other values in the project. Aesthetic value in a project is the visible result of other values present in it. It is the outcome of material selection based on circular and local economies. It is the result of adapting a product to be inclusive and accessible for everyone. It’s the result of considering, in the design process itself, the interests and needs of many people.
This is an idea that projects and companies like MO de Movimiento apply, offering the world real beauty, not empty beauty. The sensations they bring to their audiences are based on ethical decisions and a real commitment to sustainability. Their communication and aesthetic are authentic, not based on greenwashing or socialwashing.
Another example is the project Designing What’s to Come, organized by IDECART for World Design Capital Valencia 2022. Co-design processes were developed with various groups, with a focus on social inclusion and health. These processes led to a series of entirely different products, each based on the needs and concerns of the group it was created for. It’s not just the products, but the participatory process, that helped each group find ways to social inclusion. Without a doubt, a beautiful and attractive project, not only because of the results but because of the entire process and purpose behind it.
This beauty is present in the entire project, including the business, not just the final products. What makes these projects more beautiful is that they are authentic and have a real positive impact on people and the planet.
Designing a beautiful world: from designing objects to designing relationships
If we want sustainability to become the norm, it must not be something boring or ugly. It must be something attractive, that excites and inspires people to follow that path. And for that, we don’t just design objects, we design new cultures and ways of relating to one another.
When we talk about Design for Social Innovation or disciplines like Service Design, we’re actually talking about designing relationships. We no longer design objects; we shape platforms, places, organizations… where a series of relationships and interactions take place. We must design these services and organizations in a way that they meet human needs and the limits of the planet. They should promote a good user experience for those interacting with them. A good experience is a beautiful experience, one without friction, that brings delight.
In fact, at Monnou, many times our design process does not lead to materializing a product. Sometimes it does: we define a strategy for an organization, and from that, a product is designed. For example, a new website or new packaging. But other times, the strategy we define leads to designing something intangible. For instance, a new service that helps users reuse a product. And in this, we also seek beauty.
We believe the definition of ‘design’ is changing, and it must change. As Monchaux says in MIT Technology Review, it’s about recovering the original meaning of the term ‘design.’ “Not only the search for a more beautiful form but the shaping of a more beautiful and sustainable world.”