Graphic industry, as the third biggest industrial environmental pollutant, needs to systematically start applying the care for the entire life cycle of graphic products. One way of accomplishing this goal is to think ecologically from the designing process to the selection of printing substrates and printing techniques which result in optimal optical characteristics as the pointer of the quality of the print. This can be achieved at least in two ways: by making the product environmentally acceptable and that the message that the product is conveying encourages ecological actions. Poster as a mean of graphic design can be the transferor of ecological messages. When one designs a poster with ecological message symbols and iconic elements should be used so the message in question is simple, clear and unambiguous. In order to use environmentally adequate printing substrates to reproduce such poster its design should be adjusted to the specific printing substrate by the designer. Namely, if a printing substrate contains recycled fibers more saturated colors should be used in the design as it is shown in this paper. Investigations have been made on the print of a poster which carries an ecological message of forest preservation through increased usage of recycled paper. Poster was printed in digital printing technique based on electrophotography with dry toner. In digital printing techniques printing forms are virtual which eliminates the usage of metals or polymers in the manufacturing process, and since there is no material forms no environmentally inadequate cleaning media are used. In this case the print preparation is also digital so fewer papers are used and discarded. In this paper volumes of gamut bodies of the prints, chromatics values of the prints, color difference ΔE*, spectral reflection curves and the results of imagining analysis are presented. In this paper it has been shown that the graphic production can be called sustainable only if it takes care of the entire life cycle of the graphic product in regard to economical, sociological and of course ecological aspect.