Beyond the mirror: Visual expression of Japan through the visual identity in Finland: From stereotypes to sensitivity

Abstract

This master’s thesis explores how designers can approach both other cultures and their own culture visually, acting as interpreters and mediators of culture. It begins by revisiting the concept of stereotypes, clarifying their characteristics and associated risks, and examining the responsibility of visual communication professionals in the reproduction of stereotypes.

The study investigates examples of visual cultural appropriation in Finland and stereotypes of Finland in Japan, discussing how cultural stereotypes, when separated from their original context, can lead to misunderstanding and prejudice. To understand how Japan is visually represented in the Finnish context, the visual identities of 91 Japan-related small businesses in the Helsinki area were mapped and categorized into two groups: those with strong stereotypical cultural elements and those without. Common trends were identified across both categories.

In the analytical approach, the visual elements found in identities with strong stereotypical representations were examined to understand how they may contribute to forming a simplified image of Japan in Finland. In contrast, for visual identities with fewer stereotypical elements, the study analysed how brand communication is achieved and included interviews with designers to understand their perspectives.

Through these interviews, the role of designers as cultural translators and mediators was highlighted. Building upon these theoretical and analytical foundations, the research included a practice-based component that experimented with visual communication strategies — particularly in typography and symbols — that are rooted in cultural context and adaptable to cross-cultural environments.

The findings reaffirm the complexity of visual communication that seeks to transcend cultural stereotypes. However, the study also demonstrates that by reinterpreting elements often regarded as stereotypical and developing new approaches to addressing stereotypes in visual design, it is possible to propose alternative strategies for more nuanced and culturally sensitive cross-cultural communication.