The cultural context of contemporary graphic design

Abstract

Graphic design in the contemporary era (postmodernity) seems to be in a state of diversity and pluralism as designers produce work without any unifying stylistic or theoretical principles. Although designers frequently draw inspiration from stylistic and attitudinal trends at a street culture level in order to produce designs that have market appeal (to economic ends), seldom do they take the time to analyse contemporary culture at a theoretical level. As a result contemporary graphic designs often emerge as empty consumerist styling that celebrates the "postmodern moment" in contemporary culture, or alternatively as a rational, simplified, objectively planned approach that resists the status quo in favour of earlier modernist approaches. This essay, as a theoretical investigation of contemporary culture, attempts to contextualize graphic design within this culture, by analysing its main features and characteristics as highlighted by leading cultural theorists. This is done in order to encourage graphic designers to become more self-aware and to reflect critically on the work that they produce.