Cultural Diversity in Graphic Design: How Japanese Aesthetics Challenge Western Norms
As designers, we often strive to create order out of chaos, to distil complex ideas into simple, digestible messages. It’s some of the principles I strive for here at Studio Riz. But what happens when we encounter a design philosophy that seems to contradict our own? Here I aim to show you how I challenged my own biases constructively and how you can maybe as well.
Sensory Overload & Paradox
Ebisu bashi, Dotonbori, Osaka | Insta 360 X3 | Credit - Rizwan Nawaz
Immersing myself in the vibrant, bustling streets of Japan, I found myself enveloped in a whirlwind of sensory stimuli that was both exhilarating and overwhelming. Towering billboards, ablaze with neon lights and intricate graphics, dominated the cityscape, their vibrant images reflecting off the glass facades of modern skyscrapers. Meanwhile, the streets were alive with the sound of trucks driving around, their loudspeakers blaring advertisements in a symphony of sound that echoed off the city walls.
The sensory overload I experienced in Japan seemed to be in stark contrast with my own design philosophy. I've always been an advocate for the power of simplicity, a believer in the idea that messages and imagery should be given space to breathe, to resonate with the viewer without the distraction of unnecessary elements. This philosophy, rooted in the principles of minimalism, seemed at odds with the visually dense and chaotic urban landscape of Japan.
As I continued to explore the intricacies of Japanese design, I found myself grappling with a fascinating paradox: the prevalence of minimalism in a culture that also embraces complexity. This dichotomy can be seen in various aspects of life:
Technology - Despite Japan's technological prowess, I noticed a surprising reliance on traditional payment methods. Many service providers I encountered didn't accept digital payment technologies like GPay or ApplePay, and cash-operated ticketing systems were commonplace in food establishments.
Architecture - In Kyoto, I experienced the Japanese architectural concept of 'ma', or 'space'. These principles of balance and harmony through the thoughtful use of empty space, were embodied in the minimalistic design of tatami mats and shoji screens of a traditional tea ceremony room (see below).
Cuisine - The concept of 'ichiju-sansai', or 'one soup, three dishes', embodies the idea of simplicity, emphasising balance and variety over quantity. Each dish is carefully prepared to highlight the natural flavours and textures of the ingredients, resulting in a visually appealing and satisfying meal. Most traditional dishes in Japan are in line with this simplicity, think sashimi (which is even better in Japan, yum!)
These experiences underscored the Japanese mastery of simplicity. This was a stark contrast to what was seen in Japanese graphic design. In my circles, the Western perception was that their design is overly complex or behind the times. Something, however, just didn’t add up.
Shinjuku Moa 2 Ave, Shinjuku City, Tokyo | Canon 5D MIII | Credit - Rizwan Nawaz
Central Rd, Shinjuku City, Tokyo | Canon 5D MIII | Credit - Rizwan Nawaz
Tea Making Setup | Nakagyo Ward, Kyoto | Canon 5D MIII | Credit - Rizwan Nawaz
Tea ceremony setup with tatami mats, shoji blinds and ornamental screens |
Nakagyo Ward, Kyoto | Canon 5D MIII | Credit - Rizwan Nawaz
Unravelling the Complexity of Japanese Design
Upon returning home, I found myself reflecting on my experiences and questioning my initial reactions. Why do Japanese and other East Asian designs seem so cluttered to the Western eye? Is it a lack of advancement, as some of my colleagues suggested, or is there something more at play?
My continuous quest for learning, and the algorithm, led me to two enlightening YouTube videos that explored the unique aesthetics of Japanese design.
The Digital Perspective: Answer in Progress
In the first video, by Answer in Progress, the host Sabrina suggests that Japan's unique web design style is primarily due to its early adoption of advanced mobile technology, which influenced how websites were designed and interacted with. This divergence in design practices has persisted, making Japanese web design distinctively dense and colourful compared to the rest of the world.
Sabrina employs a scientific approach to examine a wide range of global websites, focusing on aspects such as colour and density. Her analysis confirms the distinctiveness of Japanese websites. I highly recommend checking out her insightful research.
The Historical Perspective: Cynthia Zhou
The second video, by Cynthia Zhou, delved into the historical and cultural roots of Japanese design. She drew parallels between the complex, multi-perspective scenes depicted in traditional Japanese art and the dense, information-rich design of Japanese websites.
Japanese people have a holistic approach to information processing, where disparate parts are synthesised into a coherent whole. It's a way of seeing and understanding the world that is fundamentally different from the Western focus on individual elements in a design.
Cynthia shares some great examples of this and speakers who attempt to understand this way of thinking.
The Irony of ‘Storytelling’
Several painters were commissioned by Kuroda Nagamasa. (17th century). Osaka Castle Museum.
The Siege of Osaka Castle. The Summer Battle of Osaka Castle. Panel screen, length: 8 m. 5,071 people and 21 generals are depicted. Kuroda Nagamasa took the painters with him to the battle site, thus the screen was painted from the actual visual experience.
The pieces of the puzzle began to fit together, and I had a sudden realisation about how Japanese people perceive the world in a profoundly different way than I do. It was an astonishing revelation to grasp that despite our shared humanity, our thought processes can be fundamentally distinct. However, as soon as this thought struck me, another one hit me just as strongly: maybe I needed to zoom out even more.
In the field of evolutionary science, there exists a concept called divergent evolution. It describes the gradual divergence of two or more closely related species or populations, resulting in increased differences over time. Through divergent evolution, species with a common ancestor evolve unique characteristics, leading to the formation of new species.
Despite the apparent divergence in our ways of thinking, both the Western world and Japan still share a common ancestral need—a need for storytelling! This realisation was undoubtedly the most significant. Storytelling, often emphasised in Western branding and advertising, has always been at the core of Japanese culture. The intricate and information-rich designs of the Japanese are not merely products of holistic thinking; rather, holistic thinking is a divergent approach they employ to create their tapestry of rich narratives, waiting to be unravelled. The Japanese found their own adaptation to accomplish the same objective.
Advertisers and designers in Japan have been doing precisely what their counterparts worldwide have done—exploiting our craving for stories and our preferred methods of receiving information. I now understood that Japanese Graphic Design was not an attempt to overwhelm the senses and subdue consumers, nor were the Japanese inherently more equipped to handle the cognitive load. Instead, the creatives in this country truly understood how to leverage their passion for Japanese storytelling to captivate their audience.
Namba Yasaka Jinja, Osaka | Pixel 5 | Credit - Rizwan Nawaz
Fushimi Inari Pathway, Kyoto | Canon 5D MIII | Credit - Rizwan Nawaz
Challenge your perspective
Whilst I won't be making drastic changes to my design approach, my experiences in Japan have also highlighted the importance of balance. Each interaction and learning experience contributes to my growth as a designer, and I anticipate these insights will influence future projects that call for a 'holistic approach'. As creatives, it's crucial that we understand and respect the cultural contexts that shape different design styles. This allows us to create more purposeful and culturally inclusive work. Ultimately, stepping outside our comfort zones and viewing the world from different perspectives can lead to profound insights. Let's celebrate the diversity in design and continue to learn from each other's unique viewpoints.
Thanks for reading my first blog!
By: Rizwan Nawaz
Date: 26/06/2023
