Intercultural Design

on

 3 / 02 / 2025 — 21 / 03 / 2025 (Week 01 — Week 07)

LIU YITONG / 0370907

GCD61304 / Intercultural Design / Bachelor of Design (Hons) in Creative Media / Taylor's University



TABLE OF CONTENT

Instruction

Lecture

Project
· Project 1 - Proposal
· Project 2 - Data Collection
· Final Project 

Feedback

Reflection


LECTURE
Culture & Design
1. Introduction
We live in a visual information culture, where visuals play a crucial role in communication.
Despite the vast amount of visual content, people often overlook how visuals are structured and interpreted.
Why do visual graphics exist? Why do they look the way they do? These are key questions to consider.

2. Understanding Visuals
Everything that can be seen falls under the visual category.
However, nature is not culture unless it carries meaning and representation.
Fig.1.1 Examples of visuals
Human-made visuals are designed with functions, content, and communicative purpose.
· Examples of Cultural Influence in Design
Sailor Tattoos: Symbols on a sailor’s body tell stories of their journeys.
Japanese Tattoos: Originally represented social status, spirituality, protection, and devotion, much like modern religious tattoos.
Designers must understand cultural nuances and symbolism to create inclusive designs.

3. Design Significance & the Design System
Fig.1.2 Design significance
Understanding design requires analyzing the social, cultural, and political spheres where design elements exist.
Instead of deep academic analysis, this module simplifies cultural significance through the design system approach.
Fig.1.3 Design system
· The design system consists of:
Basic Assumptions: Cultural functions and their purpose.
Norms & Values: Design language, aesthetics, values, and principles.
Artifacts & Products: Tools, technology, and final implementations.

4. Cultural Sensitivity in Design
· Cultural Sensitivity
Symbolism & Imagery: Different symbols carry different meanings in various cultures.
Color Considerations: Colors have strong cultural significance.
Typography & Language: Choosing the right fonts and ensuring accurate translations is crucial.
 · Addressing Cultural Sensitivity
Inclusive Design: Making products accessible to diverse users.
User Research: Conducting studies to understand cultural preferences.
Localization: Adapting designs to fit specific cultural contexts.
Cultural Awareness Training: Educating design teams to be culturally sensitive.

PROJECT

Project 1 - Proposal
Project Description
Create a proposal that develops ideas for a final design project based on research.
The general theme is "Everyday Design", focusing on how design is seamlessly integrated into daily life.
Requirements
200-word write-up explaining the theme in relation to cultural elements (with citations).
Minimum of 3 preliminary design ideas, each with a detailed sketch and a rationale explaining its concept.
Visual research & references to support the design ideas (images that inspire your concepts).
Reference list for citations and picture credits for used visuals.
Fig.2.1 Proposal PDF
Fig.2.2 Proposal Video

Project 2 - Data Collection
Project Description
Conduct a data-gathering process to explore cultural elements related to the theme and research objectives from Project 1 (Proposal).
Collect visual, oral, textual, and tactile artefacts as research materials.
Each artefact must be documented with details such as:
· Type of artefact/material
· Purpose
· Symbolism
· Cultural/historical background
Fig.2.3 Data Collection PDF
Final Project 
Project Description
After completing research, data collection, and proposal presentation, students will explore aspects of everyday design.
Create a TikTok page as a cultural journal to document and share experiences, insights, and observations about everyday design.
Use engaging short-form videos to communicate cultural topics to a broad audience, promoting understanding and appreciation.
Requirements
Create and maintain a TikTok page documenting everyday design.
Post an E-Portfolio entry with the TikTok page link.

Fig.2.4 TikTok screenshot
Fig.2.4 Final Presentation PDF
Fig.2.5 Final Presentation Video
FEEDBACK
Week 3
It is important to how does the packaging used as a vehicle of cultural awareness. The rationale is about logo/package design becomes a messenger as cultural awareness. Then outcome can be anything, reimagine this item or this logo or typeface from other culture, or just a documentary how this apply in other culture, in Asian or Western culture, also depends on how you document it. 

Week 5
Put the picture that has written information in the slides with larger size. If the output is video documentary, make sure it is within 30-40 seconds, 1 brand can per part or more, and you need to know what to put in the video.

REFLECTION

Experience
Throughout the project, I explored how cultural differences affect design perceptions and how designers can create work that is visually effective and culturally inclusive. One of the key lessons learnt was the use of a TikTok page as a cultural journal, which helped me to record my ideas and engage with different perspectives. This approach not only enriched my research, but also made me realise the power of social media in design storytelling and cross-cultural communication.

Observation
One of my key observations is that visual communication plays an important role in bridging cultural differences. I have noticed that while design can be a universal language, different cultures have different understandings of visual elements such as colour, symbols and typography. For example, colours that represent celebration in one culture may symbolise mourning in another. This reinforces the importance of cultural sensitivity and research in design.

Finding
From this project, I learnt a few key points about cross-cultural design. Firstly, research is everything - understanding the meaning behind colours, symbols and design choices in different cultures can help avoid misunderstandings. Secondly, interacting with people from different backgrounds can yield super valuable insights that I wouldn't have thought of on my own. Finally, flexibility is key - having a solid design foundation and adapting it to different cultures makes for a more effective and approachable design.

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