This thesis displayes a theoretical aspect of the sustainable design of graphic product. This product is observed throught the life cycle of the product, wich gives guidelines of ecologicaly convenient choice in the early phase of creating the product. Here are discussed preferences of the phrase “from the cradle to the grave”. On the base of above mentioned guidelines it is considered a problem of the eco-labels that priory include ecological conscious of every graphic designer and his attainment to the global trends which are connected with sustainable design. During the product designing it is necessary to look at all the possibilities, as well as ecological acceptable materials and technological processes. This work gives us an insight in the ecological state of contemporary and gives guidelines to every graphic designer how to decrease negative impact on the environment. In this work it is accurately explained regulation of the assignation Environmental protection label, which is at the same time, in the Republic of Croatia, one of the most important eco-labels. It also gives an insight direct link between aims of environmental protection, market capabilities and eco-effectiveness. Eco-effectiveness doesn´t mean just ecological, but also economy effectiveness. The current situation of the producers and their investment in the sustainable and clean manufacturing, and what impact do have customers on the competitiveness of ecological orientational companies is properly processed. Also, here are processed all aims of introducing eco-labeling in the world, as well as in the Republic of Croatia.