How Postmodernity effect my work(packaging design),how does it impact on my practice - Essay Example

This paper analyses these two concepts as well as providing a discussion on how they impact the packaging design & consumer behavior discipline. Postmodernity is basically refers to the movement of the global economy a new sophisticated information age in which the way people and consumer behave are react to different spatial and visual stimuli has changed as well as the activities society performs on a daily basis. Postmodernity implies the movement of the individual from a cognitive world into a semiotic world in which knowledge acquisition and production is manipulated by new signs and symbols (Venkatesh).

Visual style and aesthetics are two attributes of importance for graphic designers creating packaging alternatives based on consumer behavior which is influenced by forces such as values, beliefs and perception; characteristics that are integral components of a postmodern society (Scott). The article Playing with Pictures, Postmodernism and Advertising discusses how postmodernity is highly influential in many of the new jobs generated by the new knowledge economy. In the packaging design business the distribution channels and the medium used for mass marketing purposes are connected to a single network fueled by high speed broadband information transferring systems.

The ads, album covers, table setting, magazine layouts and music ideas are all tools used by designers which are associated with postmodernity (Scott). In certain parts of the world in which many professionals practice packaging design postmodernity has influenced the work of packaging designers more than in the western hemisphere. In China the effects of postmodernity were more imminent to society as a whole due to the radical internal changes in the economic, political and social systems of the country.

The article Chinese Modern Design: A Retrospective depicts the social atmosphere in China and the influence of