Cross-Cultural Design: Identifying Cultural Markers of Printed Graphic Design from Germany and South Korea

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This study sought to identify whether national cultural tendencies exist in contemporary printed graphic design. Past cross-cultural design research has focused primarily on web design rather than print design despite the topic being of high relevance to both areas. To address this issue, a sample of print design work from the countries of Germany and South Korea was gathered from the design sharing website Behance. Both qualitative and quantitative methods of visual analysis were used to identify and compare cultural markers of print design in each country. This study argues that Behance can be a useful tool for gathering cultural knowledge about design tendencies. Study findings also revealed statistically significant differences between Germany and South Korea in their use of layout, color, type, and image and suggested several key cultural markers that can be used by future cross-cultural print designers.

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Common Ground Research Networks

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International Journal of Visual Design