I recognize that graphic design is a powerful tool...

...for communication, behavioural change and manipulation. As such, I will treat it with utmost respect and care.

I will define my own ethical code.

In the subjective, creative and emotional field of graphic design, there cannot be a consensus on an absolute ethical code. There are some aspects and considerations that this manifesto cannot cover in its quest for universal appeal. Thus, this underscores the need for a self-justified ethical code for myself; built from my personal, religious and philosophical beliefs. To not do so would be irresponsible to the people I will interact with, to the profession itself and ultimately to myself.

What counts as a proper self-justified ethical code?

As ironic as it sounds, a proper self-justified ethical code is one that is justifiable to others as well. Others may not agree with it, but they can accept that it is also from an ethical point of view, albeit not theirs. That is the indicator of a satisfactory self-justified ethical code.

I am a person first, a designer second.

I will treat others as I would wish to be treated in the same situation. If I do not enjoy being misrepresented to, or have my intelligence insulted, neither should I do the same in my practice. In its most primitive form, design should be informed by respect for the audience as fellow human beings.

This rule of reciprocity will extend to fellow designers.

I will comment on their work the same way I would like to be criticized, and I will compete with them in a manner that I deem to be ethical.

This rule of reciprocity will extend to clients on a personal capacity,

in that I will give them the respect that I would expect as a customer of a professional. This means honesty and open discussion of pricing, contract, my views on his or her ideas, explanation of my design process and disclosure of my ethical code. This has minor to major implications, ranging from being honest about charging extra labour costs for printing to informing clients when there is a possible conflicts of interests between two or more parties.

The relationship between client and designer is a two-way thing.

I cannot expect my client to possess the knowledge that I do or be instantly receptive of everything I suggest. Nor should I recklessly assume to know sufficiently about the organization, service or product that the client is representing.  An uncooperative client is no excuse for me being uncooperative as well – ours is a profession that can be difficult to understand. As a designer, it is my professional responsibility to respectfully help the client understand my concerns.

I recognize that my ethical code is flexible and subject to change.

As it should be – for ethical considerations are informed by knowledge and newly formed opinions over the course of my life. I will engage my peers in active discussion to aid in the pursuit of an ideal ethical code for myself.

I am responsible for my choice of client and for the content I endorse.

Research will be a vital part of my design process. Before taking on a project, I will to the best of my ability assess the significance of the project, its intended and potential impact on its target audience, and that assessment will define the amount of research warranted. The information from the research will be reflected against my personally justified ethical code so as to decide if I should participate in the project.

I will claim responsibility for the consequences, influences and social impacts that my work has brought about or could have brought about through foreseeable means of research.

If negative consequences have occurred due to oversight or carelessness, I will improve on my research methods and on the way I assess my given projects.

I am however, not responsible for unforeseen consequences of my work,

if the sufficient amount of research done prior to accepting a project has not provided the basis for later consequences. For example – if I work to advertise a food product that is only much later proven to be harmful, the social consequences of my work are not my responsibility as it could not be avoided with research. This is, however, different from working with a company that has a notorious track record in creating unsafe food products – that in itself should have been taken into consideration right from the beginning.

Where my financial, professional and personal commitments would allow it, I will say no to all projects that I deem to be overtly immoral and harmful to society.

If any of the mentioned priorities have left me without a choice, then I will instead devote my efforts, time and finances at a later date to a worthy cause in an attempt to remedy the harm that I have helped cause. This is by far not an adequate substitute, but it is the next best thing.

What is deemed to be overtly immoral and harmful to society will be based on facts first, research second and personal opinion last.

For example - I may think that cigarette advertisements do not encourage people to pick up smoking, but only encourages existing smokers to change cigarette brands. But if there is overwhelming evidence in the way of studies and public opinion of that runs counter to my belief, I will follow their lead instead of mine, in this case deciding that creating cigarette advertisements is in fact harmful to society.

I recognize that being ethical means to respect the opinions of others, for everyone has the right to express their views.

And yet, considering the emotional and artistic aspect of design, if I am too fundamentally against the views of my client to the point where I am unable to function properly, it is only right that I disengage and allow the client to find someone more suitable.

I will not fall into the trap of moral superiority.

One cannot dabble in moral absolutes in a practical setting. Just as I will not expect the people I call my friends to be absolutely perfect people, nor would I impose the same sort of expectation on my clients. To simply deny a client my service based on a few stray mistakes that have marred his or her name would not be right - I will also take into consideration the client’s good points, values and overall contributions to society and make a decision from that basis.

Being true to the profession of graphic design means providing the best work that I can, even in the situation where it could mean less profit.

I will be responsible to the client in that my suggestions should be based on what would best fulfill the brief he or she has laid out, instead of what would best maximize profits to me or to my agency. Ultimately, it is my professional responsibility to give my client the best possible impact with the budget given, not attempt to increase the budget spent.

Responsibility is tied with choice.

In regards to the previous point - if it is not within my control to decide the choice and number of media, then I am absolved of that particular responsibility. My responsibility then falls to ensuring that I deliver the best possible impact for the client with the defined choice of media.

There will be many situations where even within the profession of graphic design, I recognize that ethics is ultimately a good thing for all parties.

If a client requests something deemed to be objectionable, I will inform the client of the possible detrimental effects of said objectionable suggestion, be it to the target audience and to the corporate integrity of the client, and to the best of my ability suggest an alternative that will be beneficial to all parties.

When professional responsibilities conflict, I will first weigh the necessities between these priorities based on the function that the project is designed for and make a decision.

For example, between a beautiful, minimalist eight page layout and a crammed but environmentally friendly four page layout, what should be the choice? If the project in question is of a mandatory brochure given out at the start of a corporate seminar, is it really important that it is designed in a minimal, wildly colourful and paper intensive manner?

Ethics is ultimately about balance.

This manifesto has been designed with the intention of assisting local graphic designers in creating balance and managing their morality, beliefs and profession. If more unhappiness is experienced over the course of following this manifesto, perhaps this is not for me after all.