Graphic design for ‘made in Italy’

Abstract

This paper aims to investigate the role of graphic design as a discipline of the communicative action, in the affirmation process of the economic and business phenomenon referred to as ‘made in Italy’. The fundamental contribution of graphic design and communication to this phenomenon, that had its heyday in the years of economic recovery and subsequent boom, often fades into the background and is overlooked in comparison to the physical relevance of the object, of the product. This research attempts a more careful reflection that, through the reading and study of many Italian graphic design projects, allows to grasp their key role in the emergence of an entrepreneurial culture and an aesthetic quality of the product.