Going green. Literally.

I’m not a graphic designer. I can throw a bunch of stuff together and make something that looks halfway decent, but  don’t think of that as design.

I try to notice good design when I see it, though, and in this age of history it’s all over the place. Not everywhere, mind you – there will always be people with no use for designers, who think they can throw something together using Microsoft’s word art and save themselves some money. But it seems like designers have far more work now than they did 20 years ago, because aesthetics matter in this age.

Even if you’re a small business, a poorly designed sign drives away customers. Having an appealing logo matters much like having an appealing name  – both are abstract representations of an actual thing, and as such influence people’s perception of the thing itself.

Big companies realize this, and as such use their logo to change people’s perception about them. Think of BP. Here’s a company that makes billions extracting carbon from the ground to sell to consumers, who in turn burn it. If global warming is real they – and their customers, which is all of us – profit by causing the environment harm. But we’d rather not believe that.

BP realized this, so they went green. Literally. They changed their logo to a green and yellow flower. To look at that logo you’d think BP exclusively made windmills, solar panels and kittens who adorably gather static electricity.

Most of us know, on some level, that our fossil-fuel-based lifestyle is unsustainable. Even if we don’t destroy the environment – which we probably will – at some point we will run out of oil. That’s just the reality of any finite resource.

So when we see BP’s flower logo we trust it. It’s not conscious, but something about that logo makes us think BP has a plan, that they’ll eventually move on from oil so we don’t need to worry about anything.

The oil spill in the Gulf of Mexico did that logo some damage, but BP sticks with it. It’s on screen during commercials about their efforts to help people in the gulf, commercials that feature windmills and fishing boats and animals not drenched in oil.

It’s cheaper to buy the perception of caring than it is to actually care, but that’s not my point. My point is that design is powerful, and it is. Take it seriously, and think about it critically.

Gas Is Too Cheap

Gas prices are too low. Far, far too low. Within decades we will regret ever charging as little as four dollars a gallon for gas.

Divide global oil reserves by global oil consumption and we’ve got 33 years left.

Oil is a limited resource, and we’re going to run out of it. That’s not some liberal projection; that’s math. That’s reality. We should be preserving the oil we have for essential things, like farming, and restructuring our communities to reflect the coming post-petroleum era.

At the very least we, as a society, need to stop subsidizing fuel prices before our runaway consumption leads to an inevitable disaster.

The Blame Game

Disagree? You’re not alone. Gas prices being too high is the topic de jour in the media right now in America, and everyone is looking for someone to blame.

Some say the problem is jerks in the Middle East, demanding basic human rights and dignity without stopping to think what impact this might have on gas prices. Others say the problem is entirely based on Wall Street, as speculators drive the price higher and higher just to earn more greedy money.

Others, seemingly out of habit, blame Obama. The President can, after all, magically control gas prices; he is only increasing them now out a deep-seated hatred for America.

Regardless of the reason for the price increase, however, I think it’s a good thing prices are rising. Don’t get me wrong: I do have sympathy for working class families hit hard by increasing prices, and the economic recovery is being hindered by the rise. Still, these problems are superficial compared to the ones we’ll face if we let gas prices stay this low for much longer.

Until what we pay for gas accurately reflects the long-term consequences of using gas, we’ve got problems on our hands.

Not What You Think

Before you start ranting in the comments, denying climate change is an issue and stating the wars in Iraq and Libya have nothing to do with oil, know one thing: my argument requires neither that you believe climate science is valid nor that our foreign policy has consequences. It is, and it does, but realizing gas it too cheap requires accepting neither premise.

No, realizing gas is too cheap requires only some basic math.

Don’t believe me? Follow along. I’ve made a few calculations using WolframAlpha, an online tool that can calculate just about anything. Feel free to check the links below to check my work.

Simple Calculations

America consumes 18.6 million barrels of oil a day. That means that, on average, an American consumes 0.06 barrels of oil a day. It takes 16.66 days, or just over half a month, for the average American to use up a barrel of oil.

No problem, right? After all, a 2002 estimate claims world oil reserves total around 1.326 trillion barrels, so there’s a lot of oil to go around yet. Divide world oil reserves by US oil consumption and you’ll find that we’ve got 145 years and 9 months left before we run out of oil.

There’s one obvious problem with that calculation, of course: more countries than America use oil. China consumes 8.2 million barrels of oil a day, for example, and Europe uses 15.39 million barrels a day.

(That’s right: America uses more oil than all of Europe combined, despite Europe containing 286.5 million additional people. USA! USA! USA!)

Anyway: if you add up the oil consumption in China, Europe and America you get 42.28 million barrels of oil a day. How long can the world’s oil reserves hold out against that combined consumption? 64 years and 5 months.

That’s just America, Europe and China combined. Never mind India (2.98 million barrels a day), Latin America (8.089 million barrels a day) or the rest of the world. Take every country out of the picture besides America, Europe and China and we don’t even have 65 years left.

I can reasonably expect to live that long.

Divide global oil reserves by global oil consumption and we’ve got 33 years left.

Most people on earth can expect to live that long.

But wait: there’s more.

All of these figures assume that current oil consumption will remain static in the coming decades. It won’t.

In most countries on Earth oil consumption has been trending upwards for years, even accounting for the decline caused by the recent depression. China and India will see particularly big rises as their economy awakens.

It’s also worth noting that much of the global oil reserves will never actually be extracted for a variety of reasons. Some would take more energy to extract than they would provide, and some are too environmentally risky.

No Easy Answer

So what solution do I offer? I mostly just want people to realize that our current era, of cheap energy, could well be an unusual bubble in global history.

We should probably stop subsidizing sprawl, shifting infrastructure funding away from expressways and toward sidewalks and bike trails. We should certainly re-think any subsidies of the vehicle industries.

More importantly, though, we need to take the need for alternative energy a lot more seriously, because non-renewable energy sources run out by definition. Increasing the tax on gas to help research these alternative could be a step in the right direction, but that might not be politically possible. Our society it built on the assumption of cheap gas, and people won’t give that assumption up until it’s too late.

Why should they? Gas it too cheap for anyone to take the idea of oil running out seriously.

Few things happen without some sort of economic motivation, and at four dollars a gallon people are just barely starting to change their lifestyles. Be it purchasing efficient cars or driving less, or even using a bike instead of driving, change is happening. Any action government takes to reverse this would be a mistake.