7. Part 2, Globalization and Graphic Design

Globalization can be defined as the process of interaction and integration among people, companies and governments across the world. Whereby, the key drivers of globalization are migration of people, operations of multinational corporations, expansion of the markets and innovation of informational technologies. These drivers of globalization induce the rapid changes of trends and direction within the industries. The graphic design industry also evolved in terms of packaging and brand designs of an organization. The shining examples of successful brand and packaging design evolution is Coca Cola and Adidas.

Furthermore, globalization implies that MNCs establish their operations worldwide, which makes very important for companies to implement the right marketing strategies sand branding that can be normal in a particular country. Thereby, the global graphic designers tend to adapt different designs in order to meet requirements and expectations of society of a particular culture. For example, in terms of colors, in Western culture red signifies a warning, but in Chinese culture it presents celebration. Similar goes to designing a website, for example in America McDonald’s website has normal red and yellow visuals, whereas in Israel the website symbolize health and natural foods by using green colors. On the other hand, globalization, which also caused by migration and traveling of people across the world, leads to the spreading of varied cultures and bringing contemporary design which is blurring style and bias that was unique in forms of ethnic design. Thereby, the branding and messages created by MNCs seem holistic and understandable worldwide.

It can be seen that many brands today are striving to execute simple and memorable logo. But it is not only about simplicity, is also about conveying a brand’s message by the most effective means possible. The fonts, shapes and images are highly important in designing brand logo and motto, as it helps a business to be distinguished among main players within an industry.