Cultural values in the design practice of international students

Graphic design is directly linked to communication and cultural understanding. The way in which we understand visual images is strongly influenced by our understanding of the world around us. Literature on 'visual culture' demonstrates that our understanding of visual images is closely linked to social development. In the past number of years international students within post-secondary educational institution design programs have been found to produce designs that do not match the expectations of their Australian lecturers. In particular, there is a constant difference in expectations with respect to how a design brief is interpreted aesthetically. This paper will discuss three case studies that follow the lecturer/teacher and student from presentation of brief to creation of final artwork. The paper will look at the difficulties that occur for teachers and students alike. It discusses the observed mismatch in expectations based on interviews conducted; it looks primarily at the creative/design process and the criteria this process brings to bear on lecturer/teacher and student. It also discuss the interpretation process identifying points of choice and variation as they occur and further analyzing the complex and multilayered patterns of difference that influence a culturally shaped aesthetic sense.