Abstract:
This thesis dives into the context of cultural sensitivity in design, mainly focusing on visual
communication design and on the fact that design is an experience which interact with commoners.
Based on the established theories, it’s important to understand that cultural nuances are based on
historical, ethical and ideological landmarks. These are the vital aspects to make a successful and
comprehensive design. Theories drafted by scholars such as John Berger author of 'Ways of seeing'
and David Freedberg author of 'Power of image' tells the pivotal role impact of images in human
emotions, thoughts and cultural perceptions. Berger recalls that our experiences, cultures and
beliefs not only effect what we see and also socially engineer the people. In consequence, designers
should be aware that their decisions have a great impact culturally. Keeping in mind that design
isn't just about solving issues but enhancing the quality of life.
