Design context research

'An exploration of communication through design and the influence in which cultural understanding has on successful communication and delivering a message.'

I am going to be presenting the research material for this focus in the form of a book. This format is most relevant to my style of working and the collected research covers predominantly print based design which is in-keeping with a book format.

Areas of focus under this are:

- cultural understanding
- visual communication
- Audience
- Humour
- Language
- Colour

I have been exploring the idea of how cultural understanding varies in design communication across countries and have therefore researched design that has been developed within particular cultures.


The aesthetic and tactile element of this mail-out is really effective; the concept of the chopsticks grouped together forming a stronger bond is brilliant, original and the layout has been very well executed.
This is an image found online.. Anti- theft lunch bags. I think the concept is really clever and simple, although the mould may lead to sandwiches being thrown in the bin...

(The below images are from: Graphic Design America, J. Sullivan, Rockport Publishers 2005)

This advert is eye- catching, clear and conceptually effective. It is promoting BNIM which is a design group specialising in sustainable design.

Founded in 1901, Indian was America's first motorcycle company. The manufacturer was knocked out of business after Harley-Davidson won the U.S. military contract during World War II, but enthusiasts never lost their love for the brand, and Indian made a brief comeback in 2000. Concept of this poster evoked the bike's classic spirit, with the use of vintage photography with contemporary colours.

Creative Director: Joel Templin
This advertisement is fitting for American culture, looking at the style and the incorporation of bagels which are renowned for their popularity in America. The punchy copy ties the ad together well.

Sagmeister

"Trying to look good limits my life" is a sequence of recomposed Arizona landscapes. I think it works because culture today (particularly in the westernised world) has become very focused on personal image, fashion and 'beautifying'.

Sagmeister

This poster is clever because there is a fun element within the cultural understanding of its audience. It is promoting a student competition, assembled by hand and then photographed from above. It plays on the idea that students are notorious for depending on adrenaline and caffeine.

The above are retro stylised ads and signage for Jimmy John's gourmet sandwich shop. These are quirky and humorous, I found that when reading the ads, one can just imagine the American accent announcing the advert. The style and typefaces used are in keeping with American culture at the time.

The above brochure for AAA Travel's premium travel packages include colours and patterns which evoke exotic cultures. The silhouettes capture the spirit of Spain in posters "promoting an Ariba employee event". Creative director: Jennifer Olsen

The above poster commemorated the Mexixcan museum's collection of pre-Columbian, colonial, and contemporary Mexican art. "The bendy portrait of Frida Kahlo and the quintessential image of Our Lady Guadalupe" combined with surrounding elements of vivid colour and 19th century Mexican woodblock type.

Client: Bacchus Press,

Creative director: Jennifer Morla

(The below image is from: Japanese Graphic Design, R.S. Thornton, Laurence King Ltd. 1991)

Katsu Kimura, containers for Masamune class 1 sake, 1967. 'Black brush calligraphy and kanji characters printed in soft colours make a blend of perfect tradition and modern design.'

The way the designer has executed this packaging is in keeping with old Japanese tradition; by incorporation of calligraphy and by giving the shape of the package a Japanese 'feel'- particularly with the shape of the handles. The shape also has a modern feel however and the design of the shape is modern for the time. The design layout of the printing is very clean and the choice of colour works well with the simple white background.

The below images are from: Graphic Design from the Arab world & Persia, B. Wittner, S. Thomas & N. Bourquin. Gestalten Verlag, Berlin 2008)

The beautiful symbols and Arabic writing used in these logos give a really sophisticated feel. Although the writing itself may be complex, the flat colours and white backgrounds give a look of simplicity. The centre logo in particular works particularly well in this way. I think the bottom left three logos look good, however are not the most practical in terms of logo use because of their elaborate detail. All of these designs relate to cultural understanding within both language and visual communication as they are in Arabic and the design of them looks fits their culture.

The above image is created with the designers own typeface combined with illustration, I think the combination gives a modern twist however the cultural elements are still evident through the typeface.

(The below images are from: Graphic Design China, Museum Fur Kunst & Gewerbe Hamburg 2006)

The bottom two images are from China Design Magazine. They have incorporated recognisable illustrations depicting the shapes of Chinese features (eye and mouth), which are simple yet effective in communicating a cultural understanding.

The above advert designed by DraftFCB illustrates cultural understanding in South Africa, as the brand 'Klippies' alcohol is placed in a box, but the way it is photographed is so that it looks like an open ice box. The direct translation of the Afrikaans word 'eishkas' is 'ice box', however 'eish' can be used an expression of 'wow', therefore tying in a double meaning and quirky humour.