Pages 7-12
Year 2024
Issue 1
Volume 13


Jinyi Song

Doi: 10.7508/aiem.01.2024.07.12

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited


Global economic globalization has resulted in the collision and fusion of cultures from different countries and regions, underscoring the significance of cross-cultural design within the realm of visual communication. Nevertheless, disparities exist in how various groups perceive cross-cultural communication. Objective factors, including politics, economics, and religion, have contributed to cultural distinctions among individuals and groups in terms of cognitive standards, values, and behavioral patterns. Through interactions and exchanges across economic, political, theoretical, lifestyle, and behavioral dimensions, novel cultural amalgamations gradually emerge.

The objective of this paper is to delve into the domain of visual communication design within cross-cultural environments. It concentrates on the pragmatic challenges posed by material and spiritual disparities encountered by designers in the context of cross-cultural design. Employing case analyses, we aim to formulate a research framework for scrutinizing the categories, reasons, and processes behind cultural differences. By doing so, we provide designers with valuable insights for cross-cultural visual communication design, thereby augmenting the efficacy of visual communication in cross-cultural contexts. In the course of this study, we delineate key characteristics of cross-cultural visual communication design, including artistic sensibilities, interactivity, and emotional resonance. Additionally, we draw critical conclusions from our findings. We identify both challenges and impediments within cross-cultural design, while also uncovering latent opportunities and advantages within cross-cultural communication. These outcomes are instrumental in enhancing designers’ competence in cross-cultural visual communication design, facilitating their adept handling of cultural disparities, and elevating the communicative impact of their designs in cross-cultural settings.

Cross-cultural design, visual communication, cultural differences, case analysis