Research on the Key Influencing Goals for Visual Design Sustainability: A Dual Perspective

Abstract

The United Nations established 17 sustainable development goals (SDGs) in 2015, but research on these goals in the visual design industry remains limited. This study introduces a hybrid approach, combining fuzzy analytical hierarchy process (FAHP) and grey rational analysis (GRA) to assess sustainable factors from the perspectives of both service providers and consumers. In the FAHP model, consumers and visual design professionals had similar views on the ranking of dimensions and indicators. Both reported that the most important dimension for visual design sustainability is the environment. However, the perspective of consumers differed from that of visual design practitioners in the GRA model, as consumers argued that the social aspect has the greatest impact on visual design sustainability, while practitioners believed that the environmental aspect is the most important. The main contribution of the study is to emphasise that the hybrid multi-criteria decision-making (MCDM) mode can help the visual design industry align its services to consumer expectations. A systematic and objective model that presents practical insights relevant to industry is offered by this model. It also serves as a valuable reference for future research in similar areas.