The influence of culture on print graphic design: An investigation / research of Beijing 2008 and London 2012 Olympic Games graphic designs

Abstract

This study examines the relationship between culture and graphic design in two Olympic Games host cities images—Beijing 2008 and London 2012—through an extended literature review approach. The focus of the research project is on the graphic images of two Olympic host cities, to explore the relationship between culture and graphic design. The analysis is based on the literature in culture, cultural identity, cultural variable theory, visual communication and cultural backgrounds of the two Olympic Games image. From the culture and graphic design perspectives, the two graphic images are analysed with cultural identity theory, cultural variable theory and the content analysis approach to investigate whether the effect of culture can be seen in graphic design, and what the effective elements are within the designs. Cultural identity analysis of the two graphic images indicates that graphic design does reflect culture, and secondly that culture can be represented through graphic design forms. Cultural variable theory shows the representation of the two graphic images is different, and cultures influence design as a communication medium. The Content analysis approach analysed the two images based on six graphic design elements. The analysis indicated that cultural meanings are formed and expressed by the elements including line, shape, colour, texture, motion, and scale. The findings suggest a link exists between culture and graphic design, and culture connects with graphic design by visual elements. The application of this research may help the audience to better understand the representation of the two Olympic Games images from an academic perspective, especially for those unfamiliar with the two cultures.