website images master 4-3 ratio EOPB

11th Mar 2024


When we first started talking about building our website, we didn’t just tell our web developers and designers, “Hey, make it eco-friendly.” But as we all got to work, something evolved. Our mys values—of activism and ambition, inspired the whole team to do, better. Before we knew it, making our website environmentally friendly wasn’t just an option; it felt like the only way to go. It was like our brand said, “If we’re really about making a difference, let’s show it everywhere, even on our website.” And of course, as an aspiring B-Corp, how could we not make it an ambition?

This shift wasn’t about following trends. It was about being true to who we are. At mys, we’re all about doing better—for our community, for our planet, and for each other. Turning our website into a green space just made sense, somewhere to truly show we are a values-led business.

So, here’s the thing: if you believe in taking care of our planet and making smarter, more sustainable choices, your website should be a part of that journey. It’s not just about making sustainable claims. It’s about making your online shop window, a place that really walks the talk.

We decided to make our website as friendly to the planet as we try to be every day. It didn’t mean we had to compromise on how slick it looks or how well it works either. It’s all about showing that being good to the Earth is part of everything we do, even online.

If you’re thinking about how your business can help the planet, maybe start with your website. It’s a small step that can show the world you’re serious about making a difference. Plus, it’s a great way to let your values shine, right where everyone can see them.


Here’s how we did it:

Choosing the Right Colours

We started with the basics: the colour palette. Instead of using pure white for our background, we opted for an off-white shade from our brand palette. This purposeful selection serves as a functional aspect of our design, aiming to reduce energy consumption while providing a visually soothing experience for our users.This simple change from plain white to our off-white significantly reduces the energy required to display our website, as brighter screens consume more power.

Rethinking Video Content

Video content is engaging but can be a drain on resources, both for our servers and for the devices accessing our site. We decided against auto-playing videos. Instead, videos on our site are opt-in, meaning they only play if a user chooses to. This not only cuts down on unnecessary energy use but also enhances our visitors’ experience by giving them control.

Innovating with Images

Of course, images are crucial for any website, but they also add to its environmental footprint. We collaborated with our creative agency to overhaul how we handle images. By overlaying a 50% white line across images and removing every other line of pixels, we drastically cut down the contrast and file size—by more than half. This not only reduces the storage and energy needed to display these images but also maintains visual quality. Furthermore, these images undergo a powerful compression process, ensuring they are as lightweight as possible without losing their full-colour impact.

Smart Loading

To further minimise our energy usage, images on our site don’t pre-load. This means there might be a slight delay as images load while users scroll, but it significantly cuts down on the energy our servers use to process unseen data. It’s a small change with a big impact on our carbon footprint.

Looking Ahead: Dark Mode and Beyond

We’re not stopping here. Our team is exploring additional features to make our website even more eco-friendly, including a dark mode option. Dark mode not only offers a visually striking alternative but can also reduce energy consumption for devices with OLED or AMOLED screens.

Our Commitment

By integrating these environmentally conscious decisions into our website design, we are demonstrating that digital innovation and sustainability can go hand in hand. We believe that small changes, from the colour palette to how we handle media content, can collectively make a significant difference. As we continue to explore new ways to reduce our digital footprint, we hope to inspire other businesses to consider how they, too, can contribute to a healthier planet.

The Impact

Our website is already rated as achieving a carbon rating of A. This is cleaner than 83% of web pages globally. But we are aiming for A+ as we always want to do, better. For more information or if you’d just like to connect with us, feel free to drop us a line at [[email protected]]

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