The presence of cultural characteristics in graphic design affects the perception and success of posters. This master’s thesis examines the influence of Slovenian and Portuguese cultural identity on poster design and determines whether global aesthetic trends outweigh local affiliation. A comparative analysis was conducted, focusing on design elements such as typography, color schemes, and visual composition. Posters were created and tested through a survey among respondents from both countries, with the aim of assessing whether globalization leads to unified visual preferences.
The results indicate that global aesthetic trends play a significant role, yet respondents still demonstrate a degree of local preference. Some posters followed contemporary design trends and were universally appealing, while others reflected local identity.
These findings contribute to a better understanding of how globalization shapes visual preferences and offer insights into how designers can blend global trends with local aesthetics.
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