Subcultures in Graphic design

 

The discipline of graphic design is constantly changing and is affected by various historical, social, and cultural aspects. Subcultures have grown in significance in the field of graphic design during the past several years. Groups of people who are different from the mainstream culture but who share similar interests, attitudes, and beliefs are said to belong to a subculture. These subcultures have a significant influence on graphic design because they give designers fresh insights, motivation, and views. This essay aims to provide insight into why subcultures are a significant element to consider when identifying and solving a design problem through graphic design. 

Designing for specific subcultures promotes inclusivity so that no groups are left out. Many kinds of behaviours, routines and influences target individuals in each culture. It is impossible to adapt a single, universal design principle to every culture (Tang, 2020). Designers follow the universal design principles and can sometimes assume that they apply to everything (National Disability Authority, 2020). However, this is not the case, as different subcultures have different needs and preferences. The field of design significantly impacts issues of inclusion, diversity, and equality. Concepts, norms, and prevalent narratives are ingested into tangible objects and continue to have an impact. Understanding how design affects the social world requires closely examining the concepts that guide a graphic designer's work (Engelbrecht, 2016). By targeting a specific culture, the message the graphic designer conveys is understood fully by that particular subculture. Graphic designers can encourage a sense of community and belonging among members of a particular subculture by developing graphics customised to their interests and values. When people are encouraged to value and learn from the many viewpoints and experiences of others, this can, in turn, develop a stronger feeling of acceptance and understanding among various subcultures. Designing for certain subcultures enables the portrayal of groups that might otherwise be disadvantaged or underrepresented in mainstream media, fostering diversity and equity in the design field.

Ultimately, graphic design that values the diversity and complexity of various subcultures can contribute to developing a more tolerant society in which no group is marginalised or excluded (UAL, 2021). For example, LGBTQ+ is a subculture that graphic designers often create designs for and try to bring awareness to. 

 

There are many advertising campaigns surrounding the topic of  LGBTQ+, the people part of that subculture as well as how and why they are a subculture that should be accepted. When graphic designers use symbols like the rainbow flag or graphics that highlight the distinctive experiences of many LGBTQ+ subcultures, graphic designers produce artwork that celebrates the diversity and pride of the LGBTQ+ community. This can be seen in Figure 1. The poster below uses the iconic rainbow and highlights the importance of the different people as part of the LGBTQ+ subculture through illustration. The campaign highlights the stories of people who are part of the LGBTQ+ subculture. By bringing awareness to this subculture, this group feels included and a part of a bigger society. As a subculture, they feel recognised and influential and ultimately like they matter, which is why subcultures are a significant element to consider when identifying and solving a design problem through graphic design. 

Subcultures allow for more significant innovation, experimentation and creativity for graphic designers. Subcultures frequently question established norms and push the limits of what is desirable or acceptable; this can stimulate creative thinking and the development of innovative solutions in graphic designers. This is evident in the style of subculture-related products like band t-shirts, zines, and posters, which frequently have daring, nonconformist designs that challenge accepted conventions of commercial design (Sasaki, 2010). In turn, this has allowed graphic designers to produce work that is not as censored as it once was, which results in a more significant impact on the message they are trying to communicate. Graphic designers can produce innovative, fascinating work that challenges traditional design aesthetics and pushes the limits of their profession by embracing these unorthodox designs; an example of this is postmodern design, which goes against the structured norms of modern design. Postmodern design challenges modern design and allows it to be more chaotic using typography, images and symbol's essential stylistic elements (Hass, 2015). Graphic designers can be inspired by the distinctive aesthetics and ideals of various music subcultures to develop one-of-a-kind and cutting-edge designs that appeal to those particular subcultures.

For instance, a graphic designer may experiment with dark, gothic-inspired imagery and typography when developing album artwork for a metal band; this would only appeal to people who are a part of the subculture and enjoy heavy metal rock music. The examples below, in Figures 2 and 3, highlight how distinctly different a heavy metal graphically designed poster is compared to an indie music poster. Despite being music-related, they each have a different design style to appeal to different subculture groups. This is why subcultures are a significant element to consider when identifying and solving a design problem through graphic design. 

Graphic designers can use subcultures to differentiate their client's brands or products from competitors. As marketing and technology advance, it has become clear that it is not only tricky but also ineffective and expensive to appeal to a broad audience. Company owners and marketers know that choosing the appropriate target market and, by extension, subculture for their goods or services is one of the most crucial things they can do (Conrad, 2023). Graphic designers can produce designs that appeal to a particular audience by drawing inspiration from a specific subculture's aesthetic, values, and attitudes. Graphic designers are always focused on the target audience, the people they communicate with who need to understand their message. Demographics and psychographics are Statistics about the population, and particular groups within it are referred to as demographics. According to its definition, psychographics is "the study and classification of individuals based on their attitudes, goals, and other psychological factors." (Anchor Pointe Graphics, 2020). However, this aspect of graphic design has recently changed as subcultures have become the new demographics. A graphic designer is required for a brand to be able to communicate directly to the subculture's direct interests in order to obtain credibility and increase its influence over conversion rates. Because customers are increasingly picking products based on what is acceptable inside their subculture, the role of subcultures in marketing has increased (Mason & Wigley, 2013).

So, in addition to more conventional variables like quality and price, organisations must understand how to draw in subcultures utilising marketing methods to foster trust, recognise subculture value, or implement fair policies (Mason & Wigley, 2013). For example, Vans is primarily an American sneaker company targeted towards the skater subculture; they also produce skateboards and other apparel (Vans, 2023). For many years, skateboarding has been a significant subculture. Graphic designers can use this subculture to produce distinctive designs for skateboard companies. They can use solid and vibrant colours and gritty typefaces to appeal to the skateboarding crowd. These designs can be placed on skateboard decks, shoe prints and apparel, which is precisely what the American company does. In comparison, Converse is an American lifestyle company that sells, licences, and markets clothing, accessories, and footwear (Converse, 2019). Converse, which previously represented sports footwear, is now seen as a fashion statement for the "retro-modern subculture." This shows how Vans has set itself apart from fellow sneaker brand competitors by targeting a specific subculture through the use of graphic design; this can be seen in the different design styles of the two brands showcased in Figures 4 and 5. For these reasons, subcultures are a significant element to consider when identifying and solving a design problem through graphic design. 

Subcultures can also present graphic designers with untapped market opportunities. Within a specific culture, marketing occurs. Marketers and graphic designers should know that different cultures have diverse experiences, histories, beliefs, morals, conventions, arts, habits, etc., calling for different marketing strategies. Not everyone in the same nation or society exhibits the same dominant or prominent culture's behavioural patterns (Choong et al., 2019). A business can build a market segment after identifying a subculture. Subcultures provide graphic designers with untapped market opportunities. Graphic designers can produce goods and services that solve unmet requirements and appeal to a particular market group by understanding a subculture's distinct wants and preferences. Research is an integral part of the design process and also acts as an opportunity to discover these untapped markets (J  Paul Peter & Olson, 2010).

Furthermore, graphic designers can reach a market established corporations frequently ignore by developing graphics appealing to subcultures. Subcultures have strong, devoted followers committed to upholding their principles and are always searching for companies that share them (Irani & Frankel, 2020). This illustrates the link between subcultures, consumer behaviour and brands. People who belong to particular subcultures will not support a brand that does not hold the same values they do. It is more likely that the followers of a given subculture will take notice of a graphic designer's works if they speak to that subculture which is why graphic designers communicating the correct message to a subculture for a brand is so important. In recent times online communities, such as fan communities, have become popular among the youth and, in turn, different subcultures. People who are part of specific subcultures can express themselves freely in online networks without worrying about criticism or judgement from others. People can develop their desired identities and connect about subjects that would typically be denigrated or criticised by the broader society because of the anonymity that comes with internet networks (Ghindeanu, 2018). This way, graphic designers can research these online communities and help the brands they work with connect with these untapped online subcultures. These online communities can also provide information for entrepreneurs looking for untapped markets for their new business ventures. This is why subcultures are a significant element to consider when identifying and solving a design problem through graphic design. 

On the other hand, Jon Luis Jones, Co-director of press at Gravity Global, believes that "Subcultures are in decline. Trends take commitment; without longevity, you cannot form subcultures." Subcultures are disappearing because people have fewer opportunities to share meaningful experiences (Słaby, 2017). However, this is not the case; as mentioned previously, subcultures are the new demographics. Platforms such as Tik Tok and Instagram have emerged with new subcultures and have allowed brands to grow more than before, thus showing the need for subcultures and how important they are for brand growth. Each group has a distinctive personality, style, and terminology. Also, they have unique values. Graphic designers can help brands bond over these shared principles when these values coincide with those of the brand. A brand will take on a distinctive role when they join a TikTok "tribe". The "it" brands can emerge from subculture alignment (Tik Tok for business, 2022). Graphic designers can ideate marketing initiatives that appeal to people more personally. With the help of graphic designers, finding a subculture's interests is simpler; doing so enables a brand to customise its approach and build closer relationships with customers more effectively. A brand merges with its personality. TikTokers use subcultures to shape their online and offline personalities, so it stands to reason that they will deliberately seek out businesses that correspond with who they are. Therefore subcultures are not in decline and still stand as an essential element to consider when identifying and solving a design problem through graphic design. 

In conclusion, subcultures are a vital element to consider when identifying and solving a design problem through graphic design as they promote inclusivity so that no groups are left out, allow for more significant innovation, experimentation and creativity, can be used to influence consumer behaviour, can also be used for brand differentiation from competitors and provide graphic designers with untapped market opportunities. Despite the argument that subcultures are in decline, this viewpoint was disproved by previous arguments and the fact that subcultures are the new demographics. Designers must interact with subcultures and value the distinctive insights they bring as graphic design develops further. By doing this, designers can produce genuinely exciting, original work that represents our diverse society.