Posted at 10.06.2018
The culture of the world is highly dynamic. The rapid change that is experienced has been related to many factors. To be able to grasp the extent to which graphical design influences the culture, it is important to understand what the term culture means. Culture can be studied to loosely mean just how of life for a particular group. However, there have been more detailed definitions of the term. This study seeks to offer an insight into how culture inter- relates with graphic design while mainly inclining on the impact of graphic design on culture.
The paper addresses this issue by first understanding the two variables; culture and graphic design, and then reviewing the many times when the culture has been influenced by graphical design. The analysis also touches briefly on the dependency of graphical design on the culture of people.
There exist numerous studies that has been conducted on the problem of the inter-relationship between culture and graphical design. Inside the studies, various definitions befitting graphic design are prominent. A report by Phill Meggs concentrates on tracing the annals of graphic design. With this work, graphical design is traced back to the cave men where there have been drawings of the animals they hunted for food. The analysis also brings out the development of the alphabet as having descended from symbols (Meggs 1998a).
A paper by Helfand (2001) reviews the task of Richard Hollis who shows that graphic design goes back to the professional revolution of THE UNITED STATES. Further, he claims that the first individual to acquire used the term 'graphic design' was William A. Dwiggins in a 1922 article titled "New Sort of Printing demands New [Type of] Design" (Soar 2003, page 20). Therefore that graphical design has been around existence or rather in practice for some time and has evidently shaped the human life-style as time passes.
Graphic design can be related to various types of art. In a study by Helfand (2001), what of an prominent designer, Milton Glaser stands out. In the definition, graphical design has been interpolated in the particular cultural setting and has been seen as to comprise various disciplines. It places such disciplines as typography, images and other varieties of media with the aim of conveying a particular message. The goal of graphical design is to pass a message with the aim of giving instructions, persuading the targeted group to either perform some activities. ". As emissaries of communication, they visualize solutions for the presentation of abstract data, turning ideas into things: They create books and magazines, posters and packaging, exhibitions and Internet sites, logos and film titles" (Helfand 2001, p. 6).
We can therefore conclude that graphical design is a communication form that utilizes the visual aspect of communication to transmit certain ideals or to stimulate particular feelings and thoughts from its audience. This message has mainly been put across by way of a two-dimensional setting that is articulately aimed to mention a specific kind of information. A study of Lorenzo London underground attributes graphic design with the attainment of aesthetic attributes of presentations or in construction.
In order to point out how culture has been influenced by the practice of graphic design, we have to generate its definition. In a report by Sun Kang (2007), culture is shown to mean the pattern of human daily activities mainly reflected in their music, art, fashion and food. The study gives culture some different aspects on which we can be able to deduce how graphic design impacts on it. The three areas of culture derive from what is referred to as the core of culture. It is constituted of the values which can be defined as the "cultural meanings [that] are conveyed through practices which relate with the various communication forms [and] can include human behaviors, actions, and all other visible performances that folks create and act in everyday life (Sun 2007, page 08).
In concluding the Hofstede's theory, Sun (2007) points out that culture cannot be separated from the aspect of conveying the many cultural meanings. He posits that "the core of culture; values, is transmitted through symbols and systems of symbols by different communication behaviors" (page 8). In the different paper by David Carlson in the David Report (2011) culture has been related to a lot more "complex means of living [that incorporates] value systems, traditions, beliefs and habits; including knowledge, morals, law and customs, acquired by those within that Society" (Page 8).
David (2001) further claims these attributes are the symbols of the integration of the beliefs of different individuals in a society that shares one common culture. They are therefore used as the cultural values or the cultural objects with that your standard approach to life for the society is mirrored upon. We are able to therefore take the culture to refer to the ordered way of life of a specific society predicated on their established and accepted values.
In this paper, I am going to tackle the topic of how graphic design influences culture predicated on various areas of the culture. These aspects stick out prominently as defining the culture of any society. They are simply communication. Consumption patterns as well as the ways that people present the literary works. In settling for these three aspects, the analysis aims to capture virtually all spheres of human relations as well as their lives. It's important to note these aspects have been taken as umbrella factors which cover an array of other areas of the human life.
It holds true that graphic design has been around existence for some time in the annals of mankind. It has undergone many changes which were related to many factors, the cultures of the society standing out prominently. Many studies have been conducted on the influence of culture on graphic design. The facts that contain been presented are able to show that indeed there is a correlation between graphic design and the culture. However, the direction of the causation might not exactly necessarily be in the direction they have got dutifully established. It really is for this reason that this study is appropriate. The paper does not, however, aims to dispute the established causation theories but instead seeks to point the existence of causation in the various direction.
A study by Forty (1979), highlights the impact of graphic design on culture through its influence on visual communication. When designers convey messages through visual media like specialized packaging, business logos and posters they are able to convey information not merely to about the product but also about what this means to be associated with the brand. It is therefore common to find people who associate with a specific brand. Political views are also greatly influenced by graphic designs. The evolution of graphical design has seen many changes in how designers presented their ideas. The Avant-garde movement was however, considered to be the inception of the modern work.
Jan Tschichold was one of the designers of that time period who's reputed to have used typography and images to stimulate changes in political polarization and instability (Owen 2008). This implies that not only has graphical design shifted the globe how we communicate but also how we relate with one another which constitutes the politics of your society. By using asymmetrical design as well as sans serif typefaces, he could capture the people's feelings thereby influencing the way they lived with each other. In another study, Lavin (2001), as quoted in Helfand (2001) shows how today's designers have failed to draw out the realities but rather wraps the mess in a clean envelop (page 31). Further, the analysis points the "historical and modern-day history of graphics in making powerful political statements, in functioning as intriguing personal creations, and in consciously influencing cultural norms" (Page 31).
There is also the factor that Lavin further blames the designers for failing to use the potential that they need to shift the political attitudes. Additionally, the analysis also points out the necessity for graphic designers to critically influence the culture. It is clear that the designers are felt to have veered away from the course of positively influencing the society's culture. Perhaps its about time that the designers stopped concentrating on the corporate product designs to creation of art that invokes feelings in the society. As quoted by Helfand (2001), the failure of today's designers to positively influence the society's culture can be attributed to "the inherited preoccupations of history and criticism ("analyzing design products, compiling designer biographies, and developing a historical narrative of style influences" (page 31).
Further, as put across by Mills (1963), as quoted by Helfand (2001), "between your human consciousness and material existence stand communications and designs, patterns and values which influence decisively such consciousness as they may have. The mass arts, the general public arts, the look arts are major vehicles of this consciousness (page 32). With the use of expressions, a designer is able to shift the conscious of their audience through employing various varieties of graphics, colors, and material.
The combo of graphic design and advertisement has been seen as the sure way of influencing the culture of individuals. In such a light, Soar (2002) has looked upon the utilization of artists and the elite group of the society largely viewed as mass consumers with comfortable jobs. If the advertisements are aimed at this group, they employ the utilization of popular personalities who have been known to have a substantial following. In this way, the artists used are seen as having taken serious mass cultural products and converted those to popular cultures on the list of people. The end result is usually that the people adopt behaviors that are in close regards to their favorite celebrated personalities. Consequently, this influences the individual's way of life and therefore, their culture. "There is a pedagogic function, then, in advertising and design, in which private codes are disseminated to a broader cultural mass via the [creations]. Indeed, their own cultural readings are highly attuned, being "perfect" consumers operating in an especially rarefied social milieu" (Soar page 14).
As shown by Barchas (2003) there's not been an instance that graphic designing has not inter-related with the culture. He highlights the case of Mr. Fary who is in a position to discredit the purchase Bohee tea especially on account that it was overpriced. Through the use of poetry, he was able to influence what sort of foreign Bohee tea was perceived thereafter. Indeed, Barchas highlights that the Bohee tea became the new symbol of decay in the eighteenth century. The usage of graphic design in advertising such products as the Bohee tea and displaying them as superior will surely influence people's lifestyles. It was seen to be perpetrating materialism in the society. The retailer took benefit of the great influence that the advertisement had on the society to overprice them as well as to sell them substandard products. The culture sometimes appears to be influenced considering that such work influenced not only how people think, but also the way they act afterwards (page 4).
When we view the mode of presentation of the various works of art, there is also had an impact on the world's perceptions of literary work. Barchas shows the way the various changes in the print culture damaged not just how the text was disseminated but also how it was interpreted. In his review of Eisenstein work, he shows the way the changes in the print culture to add the presentation of literary work in book form influenced 'verification and legitimization' of the work (Barchas 2003, page 8). This work has been seen as the artifact that not only has value in its content, but also in the way it had portrayed history and culture. It had influenced how today the scholars present their work as well as the recognition of not merely the material found in the presentation but also the layout as well as the look.
Graphic design has been influenced by cultures around the world over time. People from different regions, cultures and ages are mesmerized by the type of art displayed by designers. Art on the other hand is influenced by different cultures. The artist generates something based on the surroundings they have been subjected to. It really is then possible to link different cultures through art. When a graphic designer makes a logo that reflects their culture for a meeting or for a corporate, then their audience becomes bigger. Such a logo may influence the lifestyles of people from different societies with different cultures.