|Name:||Susana Cruz Barreto|
The role of culture in graphic communication, cross-cultural design, globalization and design, ethical design, design and cultural sustainability, and visual ethnographic methods and its application to communication design.
My research is focused on the ethical implications of Global design. Global design is a recent phenomenon that can be understood as design targeted at a global audience, which aims to be exhibited to and consumed by different cultures. This research looks into how can graphic designers globalise graphic design in an ethical manner without giving rise to breakdowns in communication and threatening cultural diversity.
Although some authors argue that it is just not possible to globalise graphic design, it is improbable that globalisation and global design will vanish. Therefore, we are not facing a question of whether or not to produce global design, but of whether or not we should carry out global design in a professional and ethical manner. After assessing the current state of graphic design culture, by looking both at graphic design education and practice, the study concluded that the practice is in particular need of ethical guidance, specifically on the topic of global design.
This research argues that the first crucial step designers need to take when dealing with global design in a professional and ethical manner is to acknowledge its existence and distinctive nature, as well as its communicative, cultural and ethical challenges and implications. This research attempts to fill this gap, advancing a conceptual understanding of global design and the different forms and categories it embodies: standard, multicultural and localisation. It concludes by suggesting possible approaches graphic designers might pursue in acting globally, aiming to define future directions for more professional and ethical global graphic design practice.