CHAPTER 10
 IMPORTANCE OF WORK

 The discipline of design in the academic environments has been concerned with

conceptualization and aesthetics. Not too often did I experience a drive into using the ability to

conceptualize, problem solve and aesthetically develop elements into a drive of understanding

cultures, society and people (Figure 10-1). It was not until I started my graduate studies in

Graphic Design, that I began exploring my desire to use visual compositions to educate and help

society understand culture through my work. The field of Graphic Design is often viewed as a

process of creating corporate identities in order to get money in return, but I feel that it could be

used to help communities (whether academic or professional) to understand other cultures. As

designers we create cultures and now that diversification is becoming global, the necessity of

understanding cultures has become essential. Language itself segregates the cultures, so do

customs. But visual imagery can be absorbed by everyone and could be used as a tool to educate

others on the life and conditions of places. The potential lies in using language, music and

images to formalize and concretize ideas of culture and then expose them for others to see and

absorb.

 My intention as a designer is to represent elements of my life in an innovative way. In

doing such, facilitate others to better understand my culture through my experiences. As an

academic I hope to show a thorough compilation of important elements that comprise the

understanding of the urban culture of Puerto Rico but perhaps an example to be used when

studying other cultures. The goal is to present the heterogeneous multi-temporal stages of

identity that are and will always be presented in a modem urban context. The final goal is to

inspire others into learning about cultures in the discipline of design.