Cultural clichés are aspects of a culture’s make up that many people involved in creativity and innovation avoid. A term has been developed to describe this process – cultural cringe.

When an Australian talks about graphic communication to an international audience there are many considerations to make when preparing the presentation – How can one present the idea of Australian design in a memorable and provoking context?

The presentations that appeal to the studio are outcomes where the speaker attempts to move beyond the typical ‘show and tell’ format to explore ideas, stories and contexts that attempt to engage the audience with unique narratives – It is compelling to be drawn into creative dialogues where one is taken on a journey. Lectures by Chip Kid, Irma Boom, Paul Sahre, Shigeo Fukuda, Tobias Frere-Jones, Sagmiester and Rick Poynor come to mind. These lecturers have made moments that make creativity compelling, funny, instructional, inspired, simple, seamless, curious and unique.

Our presentation in China for the Icograda World Design Congress explored many ideas which tipped upon – the make up of creative cultures, what are the icons of Australian culture, the perception of design in Australia, to shifts in the roles of producing the creative product.

We asked ourselves – how would a Chinese, Canadian, Brit, German or American respond when the idea of Australia, or Australian design, was presented to them? On mass we felt the idea of Australia was an obvious vision filled with Koalas, Vegemite, The Opera House and dangerous creatures. The idea of Australia design, in contrast, we felt may invite a long thoughtful pause which morphs into variations of Koalas, Vegemite, the Opera House and dangerous creatures.

We concluded that Australian design is a little known facet of the international community and that Australia’s top cultural icons and clichés have little reference to creativity and design, as compared to communities in Europe, the US, Japan.

Put this theory to the test – ask a friend what iconic internationally known American, French, German, English, Italian, or Japanese design they know? The typical response will probably quote a range of cars, buildings, fashion labels or products.

Then ask the same friend to – Name any iconic internationally lauded Australian design which comes to mind?

With this idea in hand, we felt that it was timely to embrace one of Australia’s great icons, the koala, and tell our version of Australian design in print and in presentation.

Thanks again to David Pidgeon, David Lancashire, Rita Siow, Tanja Hall and Sarah for their support prior and during the process of making this curious project real.

Read about cultural cringe here

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