Poster design from the perspective of locality

This study aims to explore the universal and local dimensions of graphic design, particularly through the lens of poster art. The visual language of graphic design is intricately linked with culture, while also striving to ensure comprehensibility by embracing universal design principles. In modern graphic design, the psychological and perceptual aspects of design rules support the creation of a universal language independent of cultural context. However, with postmodernism, the concept of universality is critiqued, and an emphasis is placed on locality. This study seeks to investigate the concepts of universality and locality in poster art. Universality is examined within the context of modernity, exploring the universal nature of design language. The use of local identity codes in graphic design products such as posters enhances their effectiveness in reaching the target audience. The study highlights the importance of poster designs in a globalizing world and examines the relationship between their universal nature and locality. Research samples the poster art of culturally diverse countries like Iran, Japan, Turkey, and Poland. Through these examples, it examines how universal design language synthesizes with local cultural motifs and interacts. In this context, it is observed that poster art, by integrating both universal and local elements, has the potential to offer viewers a clear and impactful message.