From a global perspective, anthropology addresses cultural manifestations, understanding culture as one that synthesizes what is the human being, its relationship, differences and similarities. Beliefs, ideologies, customs, languages, according to contexts do not have a universal meaning. Subjectivities from interpretation, communication, behavior and cultural reactions are complex, often making it more difficult to grasp realities.
Interdisciplinarity between design and anthropology which relies on anthropological studies and develops closer contact with the target audience can lead to more effective communication results, while producing graphic content for a universal audience makes solutions more difficult to find and, simultaneously, removes the designer from the contemporary landscape.
The absence of questioning of what is seen and read; and the underlying intentions (whether there is irony, sarcasm, or neither) also provokes a stunned critical sense and is a problematic issue which designers are now, more than ever, aware. However, the designer's social role positions the public as an active participant in the design process and the search for innovation or representation of the new is an exercise inherent to communication design. The designer must follow dynamic situations and social relationships, taking into account what people perceive, create and transform in their environments in order to contribute to processes of social and cultural change.
Through moments of indecision, artificial intelligence, time lag (and taking into account that innovation is no longer a post-modern exercise), this communication reflects on how graphic design works through the lens of designers, in which they observe the constants and deviations of how ideas are “born” - the new starts from the past and from history, which demands to be reconstructed and scrutinized, to give birth to innovation.
Through reinterpretation, referent and, the exercise of recontextualization, it is possible to consider the new.
