Tattoo art in the context of color and design in the process of glocalization

Globalization refers to the case of national stock exchanges becoming more flexible due to borders being obscured with rapid technological innovation. In the early 1990s, the communication and information technologies that had evolved with the dissolution of the Soviet Union, destroyed the spatial and temporal boundaries involving social life while also having a profound impact on local social identities. In the new era; we can define a group of people who see themselves as a collective group or a community against the policies of multinational companies, share experiences, traditions and attributes, and try to protect these attributes and traditions to separate themselves from others as local culture. Local cultures differ from the globalized cultures with their unique characteristics (attire, linguistics, etc.). However, with the emergence of the inadequacy of globalization at certain points, the movement of glocalization -especially utilized by global brands- intends to reach people from different cultural backgrounds all around the world, using local cultural characteristics in region-specific designs. In this study, using interview and literature review as a qualitative research technique, the effects of the consumption culture on local cultures and the relationship between colour and design in the context of globalization, localization and glocalization have been analyzed through tattoos within the context of multiculturalism.