Ethics in graphic design refers to the moral principles that govern the conduct of designers in the industry. It involves the responsibility of designers to create work that is not only aesthetically pleasing but also socially responsible. Ethical considerations in graphic design cover a wide range of topics, including honesty, inclusion, accessibility, sustainability, and respect for intellectual property. These ideas are explored in more detail below.

Designs should guide and nurture audiences towards engagement with their product or service, without resorting to misleading, pressuring, or coercing audiences into doing something. An example of where this happens in when contrast, emphasis or hierarchy are used to consciously trick visitors to a website into clicking subscribe or making it difficult for them to unsubscribe (e.g. small unsubscribe buttons text or and 'X' in the corner of a web page that is very similar to the background colour. Failing to promote affirmative and conscious consent from audiences can lead to negative consequences such as complaints, marked emails as spam, and unsubscribes, resulting in poor engagement and decreased brand loyalty.  

Ethical designers always ask, "Does this design accurately represent groups of people discussed?" Between 2011 and 2015, Access Icon embraced inclusive design ethics when they revamped the International Symbol of Access  (often seen on accessible parking spots or wheelchair-accessible bathrooms) to better represent people with disabilities. While the original symbol showed a simple stick figure sitting in a static wheelchair, the new symbol shows a person's arms moving with their body tilted forward as if they're actively moving or speeding in their wheelchair.

By refining this design, Access Icon aimed to accurately represent people with disabilities as mobile, energetic, and empowered, rather than as static, less mobile figures. Ultimately, they realized the original design wrongly depicted those with disabilities and created a new design that solved for it. You can ensure that you are promoting inclusion within your designs by doing research and reaching out to the types of people who are either depicted in your designs or part of your target audience. It is highly important to do this, rather than relying on stereotypes as it will ensure that your designs suit their intended purpose and respect their audiences.

Accessibility is a significant area of focus in the tech and product design industry, and it is worth noting that products, services and advertisements might be used by individuals with various accessibility needs. By improving the accessibility of products and services can potentially expand usage and sales to a broader audience.

This is also true of graphic design. For example, incorporating accessibility tools and symbols into your webpages is also a crucial aspect of accessible technological design. For instance, some brands include an accessibility icon at the bottom of their website, which allows users to adjust settings for a smoother experience if they have a disability. Additionally, websites such as HubSpot's provide an icon and menu to enable language toggling, making their site more accessible to individuals in other countries. When it comes to printed graphic design, consider legibility for people with visual impairments and also text colour for people with varied learning abilties, such as those with dyslexia or dysgraphia. 

In recent years, the importance of considering sustainability in graphic design has become increasingly clear. As a society, we are becoming more aware of the impact of our actions on the environment and are seeking ways to reduce our carbon footprint. Graphic design, often involves the use of materials and processes that have a negative impact on the environment and so designers should consider how to reduce waste, conserve resources, and contribute to a more sustainable future.

An example of a design that incorporates sustainability is the logo for the 2012 London Olympics. The logo was designed to be easily recognizable, but also to be sustainable. The design uses a minimum amount of ink and was created with a low-energy LED lighting system, which reduced the energy required to light the logo by 90%. Another example is the use of recycled materials in packaging design. By using materials that have already been used, designers can reduce waste and conserve resources. Additionally, designs can be created with the intention of being reused or repurposed, reducing the need for new materials and further reducing waste.

Respecting intellectual property is crucial in graphic design as it protects the original creators' work and ideas. Intellectual property rights, including trademarks, patents, and copyrights, exist to safeguard the creators' legal rights and provide them with the opportunity to receive financial compensation for their work. By respecting intellectual property, graphic designers can create a fair and equitable environment for all creators, encouraging innovation and creativity. Failing to respect intellectual property can lead to legal and financial consequences, negatively affecting one's professional reputation and the overall industry.