INTERCULTURAL VISUAL COMMUNICATION DESIGN: CULTURAL VARIANCES AND HARMONIZATION

Abstract

The objective of this paper is to delve into the domain of visual communication design within cross-cultural environments. It concentrates on the pragmatic challenges posed by material and spiritual disparities encountered by designers in the context of cross-cultural design. Employing case analyses, we aim to formulate a research framework for scrutinizing the categories, reasons, and processes behind cultural differences. By doing so, we provide designers with valuable insights for cross-cultural visual communication design, thereby augmenting the efficacy of visual communication in cross-cultural contexts. In the course of this study, we delineate key characteristics of cross-cultural visual communication design, including artistic sensibilities, interactivity, and emotional resonance. Additionally, we draw critical conclusions from our findings. We identify both challenges and impediments within cross-cultural design, while also uncovering latent opportunities and advantages within cross-cultural communication. These outcomes are instrumental in enhancing designers’ competence in cross-cultural visual communication design, facilitating their adept handling of cultural disparities, and elevating the communicative impact of their designs in cross-cultural settings.