Theses and Dissertations Collection

GRAPHIC DESIGN IN MARKETING: Retention of Local Features in Adaptive New Global Markets is a thesis that explores what kind of design systems and processes can be applied in marketing to successfully place localized products into new markets. The objective is to build up a helpful design system with clear research and analysis resulting in successful, practical, and effective design in marketing. Since the markets are changing constantly with the development of society, the marketing for the local products is being transferred to new international markets, which leads to changes in demand for the graphic design of products requiring understanding of both local and international cultures instead of just specific localized areas.

The final thesis focuses on two main parts: (1) Design systems -- What is the system to help designers succeed in new markets and in marketing, and how do designers apply that system (2) Research and analysis process -- Which aspects of products should designers pay attention to and what kind of methods could be applied into research and analysis of the markets of products.

The thesis starts with the definition of the tea market in China and the U.S., then emphasizes a study of tea marketing and tea design both in the Chinese and U.S. markets, analyzes the impacts of tea designs in current markets to China and U.S. marketing, review of successful tea designs with local features in the Chinese market that have not survived in U.S. market, and solutions to retain local cultural features in design in adaptive U.S. market to reflect two main parts mentioned in the second paragraph.

Overall, the thesis is meant to encourage graphic designers to explore how to market a local brand globally and to retain local features in the design.