Graphic Design for an Urban Indian Audience PDF Download. Download free ebook of Graphic Design for an Urban Indian Audience in PDF format or read online by Rukmini Ravikumar Published on 2003 by
Graphic designers are entrusted with the task of conceiving, planning and executing designs that communicate a specific message to a specific audience. In the era of globalization, technological advances are bringing citizens of the world closer now than ever before. Audiences around the world are assimilating the practices of other cultures into their own while maintaining some of their cultural identity. Globalization is also changing and challenging the profession of graphic design. Designers now have to communicate with diverse cultural groups that are different from their own. For a designer the main challenges would be: firstly to communicate the intended message without misinterpretation, and secondly to appeal to that particular audiences' aesthetic preferences. Cross-cultural studies have shown that it is necessary for a designer to understand that a culture-specific audience views any kind of communication (verbal, visual or otherwise) directed to them through their own cultural filters. This requires major corporations, and their designers, to invest more time researching the cultures, cultural filters, cues, and aesthetic preferences that are unique to their audience groups. This study aims to provide designers with insight into the cultural perceptions and aesthetic preferences of an Indian audience group. India provides an interesting case to study as the urban middle class with buying power in India attracts multinational corporations to increasingly market their products and services there. The literature review of this study examines the various factors that together create a unique visual identity for India, and may dictate the visual culture and aesthetic preferences of her people. This study tests the hypothesis that an Indian audience will differ from an American audience in their understandings of, and preference for, certain corporate logos, based on cultural differences. In order to study the unique responses of Indians to certain icons and symbols, two groups of respondents, Indian and American, were asked to identify forms and meanings of logos and rank them by preference. The respondents' answers provide insight into the degree to which Indians differ from non-Indians in their aesthetic preferences and interpretation of icons and symbols.
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