In view of growing environmental awareness and criticism of overproduction and overconsumption, digital design also has to face questions about sustainable development. Although a web page tends to be seen as intangible, its functioning generates real environmental cost connected with data transfer, use of energy by server infrastructure, and design decisions regarding the intensity and time of use. The article analyses ecological web design as a form of critical design, which reveals materiality of technology and its hidden costs. It discusses selected design practices, such as code optimisation, choosing green hosting, minimalism of the interface, as well as strategies which economise on resources and avoid overloading users attention. The author also demonstrates how digital ecology can become an element of strategic thinking about a brand, enhancing its credibility and accountability. Environmentally-friendly web pages are presented as examples of responsible design, in which technology serves both the user and the environment.
Keywords: digital design, sustainable design, UX design, design criticism, responsible design