Contrary to Chinese poster graphic language, Western poster are more explicit in the style of expression. To attract public eye and arouse their interest, Western graphic designers attempted all kinds of method. Strengthening visual stimulation and conveying explicit message in a short time is the main trend of Western poster graphic language. Besides using vivid colours, strong dark and light contrast or innovative layout, they often express subjects by adopting intimacy of others, event of sex, accident or humor, problem of society or polity and so on. Furthermore, some designers used weird or impossible images as their graphic language. We can say Western graphic language relates to more aspects of the actual life, it is more realistic than Chinese graphic language. Therefore, the Western poster have more explicit characteristic in their graphic languages. Mike Sands, Bob Pedder, and Philip Rhoades designed a social poster, designers adopted aim tool as the brand of car, and with words: Your car is a lethal weapon.
Audiences can understand its mean clearly: Drive Carefully!
Findings
In general, the characteristic of Chinese poster graphic language is introverted and Western is extroverted. These differences are due to the effect of respective traditional and contemporary culture. In the background of internationalization, the communication of Chinese and Western graphic designers become more frequent, they are influencing and changing each other. As regards graphic designers of today, they should not pursue Internationalism blindly or show seeming Nationality on purpose. After all, poster graphic language is for spreading message to the public, no matter it is Chinese or Western. Designers should focus on their target group and create effective graphic language for communicating with them. This is the most important job in poster design.
Conclusions
According to the results of comparison, analysis and investigation, the effective graphic language for communication has five characteristics:
1. Powerful Function of Communication
Graphic language should has good ability to attract public attention as soon as possible by its colours, words, layout or images. It was determined by function of poster. In other word, it should be noticeable.
2. Pertinency
Poster must aim at its target group to convey message. Different people have different understanding about same picture. Designer must think about the factors of age, region, religion and custom. It is necessary to arrange appropriate graphic language to cater for different people.
3. Exact Expression
Designers must sure that their graphic language can express exactly the subject of poster and not be misunderstand. So, poster graphic language should be typical, reasonable and meaningful. It can appeal to the emotional side of the audience and impress on them.
4. Originality
Innovation is the spirit of design. Good poster graphic language is unique, and always make audience see something in a way they do not normally see it.
5. Unification of Nationality and Internationalism