African Patterns in Graphic Design

Graphic design is visual content created by using iconography, typography, layouts and pictures to communicate requirements of advertisement, signage, logos and interactive designs to optimize the user experience and understanding. The modern graphic design style and its theoretical concept that has developed in Western schools since the Design movement of the 1950s may have its origins embedded in the advanced mathematical principles of indigenous African culture and aesthetics. 

The African patterns, Golden Ratio and Graphic Design

The modern graphic design style that uses asymmetric layouts, text alignment, mathematically determined grids and, most notably, the Swiss design tradition of the golden ratio may find its roots in African culture and patterns found in African art and architecture. African design is deeply focused on organic fractal forms, a basic shape divided into smaller versions of itself to create a golden spiral based on the ratio of 1: 1.618. This golden ratio of 1: phi is repeatedly found in the designs of the natural world and is embedded in architecture, graphic design and algorithms for its visual perfection and fractal quality. Early Greek cultures were known to have implemented the ratio in their art and construction; however, close empirical measurements indicated actual ratios of 4:9. It is also observed that early European and North American design settlements are orthogonal and differ from African urban designs that were constructed in plans of repetitions and fractal geometry. The fractal geometry and the golden spiral are deeply integrated into the African value and culture systems. The concept of exponential progression and the ratios of golden sections may have found their way into contemporary art, architecture and graphic design through traditional African art, textiles and architecture.

Interpreting African Patterns and Symbols

The traditional textile patterns and colours, cultural symbols and artefacts continue to be a means of expression and interpretation of African societies. It is essential to understand that communities create cultures that introduce concepts, symbols, knowledge and quantitative systems that are spatiotemporal, each distinction and original. Sub-Saharan Africa conceals this idea within its colours, patterns and symbolic artefacts. Black, red and white are the three universal colours in West Africa, while yellow, brown, blue and green are considered less common. These colours carry symbolic meanings and values for different groups of people in West Africa, and this traditional symbolism could translate into graphic design that is effective in terms of cultural identity, traditional knowledge and value. Traditional African Ivorian fabric patterns of geometric shapes, stripes and murals also carry semiotic values and meaning to their patterns and colours. Geometric shapes, patterns and murals on the fabrics represent events or proverbs and seek to display a visual aesthetic, while scaling patterns in textiles often follow Fibonacci sequences that grow on a progression of 1, 1, 2, 3, 5, eventually following the golden ratio, leading to an infinite possibility in concept and design. 

African Graphic Design: Styles and Trends

African Styles and trends in graphic design may seem bound to traditional concepts and repeated focus on the local cultures and landscapes; however, the diversity of African art, its authenticity and global influences are prominent and visible. African design is embedded in its dominant colour palettes, creative shapes, repetition, rhythm and inclination towards traditional and tribal arts. We can witness the honesty of the African design in its simplicity and vernacular design, their support for the local ecological and cultural structures over a surplus of fast technological advancements. Today’s new generation is introducing various technologies and cultures, creating domains through the influence of arts and graphic design. African art and design are attested in its culture and history; this translates to modern graphics design concepts to give birth to a new aesthetic that reflects the African identity.

Graphic Design: Identity and Cultural Values 

The integration of African patterns in modern graphic design techniques can reflect the identity of the African people. This use of traditional elements in design can be seen in Asian and European graphic designs. The 1950s design movement originated in Swiss art schools, and the Swiss design style emerged through a fusion of Russian, Dutch and German aesthetics. The international Typographic Style prioritized in communicating the design content; they believed in the rationale of the form following function. Traditional images, typography and cultural values are reflected in the design of public signs, advertisement posters, web design and logos. Like other forms of art, graphic design communicates the identity and socio-cultural values of a group of people that have originated with purpose. The images of African patterns in fabrics that were once created using complex mathematical sequences successfully preserve identity and culture by transforming into graphic designs that are regularly used and viewed by the masses. The graphic novels, public signs, consumer packages and the mass media carry a voice embedded in their graphic design that deciphers the cultures that created them.

Reference

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