Analysis and Interpretation of Contemporary Japanese Graphic Communication: Kawaii, Typography and Flatness Interpreted from a Sociocultural, Aesthetic and Historical Point of View. Image interpretation is a process that can be...
moreAnalysis and Interpretation of Contemporary Japanese Graphic Communication: Kawaii, Typography and Flatness Interpreted from a Sociocultural, Aesthetic and Historical Point of View.
Image interpretation is a process that can be accomplished in different ways and at different levels of detail. In other words, it is up to the researcher to seek for information that is relevant
to him or her according to the purpose of the analysis. A more comprehensive perception of the image, requires a transdisciplinary approach that transcends the area of visual language. To this objective, a research about sociocultural, historical, aesthetic, economic, and political issues open new perspectives for a better understanding of production and image consumption.
An overview of the evolution of the pre-World War II Japanese visual communication will provide theoretical support to start a deeper contextualization about the socio-cultural, historical, and economic issues in Japan. Then, this information will be used to analyze characteristics of the Japanese visual communication, in a kind of pursuit of socio-cultural traits embodied in the printed media of Japan. Prior studies developed by the researcher and
a survey done among teachers and professionals involved in the field of visual communication formed the basis to better choose the subjects discussed in this research. Thus, in addition to
the historical context of Japanese visual culture and gathering of primary data on issues related to Japanese graphic design, the aim of this thesis is to exploring three cultural and visual features present in Japanese graphic design: kawaii, typography, and flatness. Each of these three elements has a chapter dedicated to the development and explanations, and contextualized analyzes that rely on theoretical support of primary and secondary sources of information obtained through interviews, surveys, information, and images obtained through field research as well as various kinds of bibliographical sources.
This study shows that there are socio-cultural and historical elements peculiar to Japanese society that are detectable in the images produced for advertising purposes. Despite the interest
of Japan in European visual languages, Japanese designers have maintained a balance between foreign graphical influence and Japan’s visual culture. It was also verified through samples analysis that the flatness is a common feature in modern Japanese graphical communication. However, it is not a visual manifestation as specific to Japanese culture as kawaii and the Japanese writing system, although this is common in Japanese visual culture
from the earliest works of art as sumi-e, ukiyo-e and rinpa.
It is concluded that Investigation of Japanese socio-cultural issues is essential for understanding the mode of operation and the intention in visual communication to the Japanese public. This applies especially to a graphic culture not broadly studied in academia as the Japanese contemporary graphic design and visual communication. It can be also concluded that it is possible to detect in urban visual communication cultural traits of a
nation and its people. Also, a graphic style at first exotic to the observer can be understood by ethnological, economic, historical, and socio-cultural bias of the society in which it occurs.
Keywords: Visual Communication; Japan; Society and Culture; Kawaii; Flatness.