Interpreting the world through design
Graphic design is about interpreting an idea through text and imagery. The way we interpret the world is lead by how we think. The way we think is influenced by our preferred areas of our brain, culture, and language. The German and English language is integral to how I communicate on a daily basis. This communication is not only directed at the people speaking the same language, but the bilingual element is a critical influencer to how I design.
Language influences expression
The first stark difference between the German and English language is the vocabulary that is available to express yourself. For example, an English person may say “I can see what you mean”, whereas a German person would say “I know/understand what you mean”. This difference highlights that the German language is more direct, whereas the English language is lead by sensory impressions and appears to be more subtle in meaning.
Many people then ask me
“In what language do you think?”
…well that depends!
When you are bilingual, you can speak two languages fluently without hesitation. In order to do this, you have to be able to think through complex scenarios are both languages. This means that when I am talking to an English person, I will think in English. When I communicate with a German person, I will think in German because it makes me aware of the vocabulary available to convey my thoughts, as well as making me aware of the cultural German norms. These cultural norms are even present when two Germans meet in the UK or anywhere outside of Germany.
Designing with the German and English way of thinking
In order to create a graphic design concept, you need to identify patterns and meanings within different areas and convey this using a visual representation.
So how does speaking two languages affect the design process? Both the German and English language offer different ways to express yourself. If you think in a certain language then you are also influenced by the way you express yourself. Being bilingual allows me to immerse and integrate different perspectives. This means that I can dynamically switch between German and English thinking until I identify strong and unique connections that meet the goal of a business. I then express these connections through a creative and conceptual design.
Communicate effectively to a German audience
If your current customers are English speaking, you may consider extending your market into Germany. When crafting a piece of graphic design for a German and English audience, the ways in which the project vision is communicated will be different. It is about understanding the mindset of the German audience, identifying the suitable vocabulary and the manner in which the words are presented.
To conclude, I think that graphic design is a powerful way to communicate across cultures and languages because it invites people to share different perspectives and ways of viewing the world. This way of working will make projects more dynamic and inclusive, as well as a powerful tool in business.