By nature, graphic design is a field that blends art with the market economy. In Laos, a country with a developing economy, graphic design has not yet been deeply researched or concentrated, leading to a lack of clarity about its unique identity. While graphic design for advertising and communication is gradually gaining popularity, designers are still not valued or respected in society as compared to other professions.

Challenges Faced by Graphic Design in Laos
Several challenges hinder the growth of graphic design in Laos:

• Educational Systems: Laos’ educational systems emphasize memorization over creativity, stifling the development of out-of-the-box thinking, a crucial element in design thinking.
• Societal Values: Society values traditional career paths with stable incomes, discouraging individuals from pursuing graphic design and creative metiers
• Employer Expectations: Employers often view designers as mere technicians who execute their orders – don’t engage them in the conceptual phase and ignore their creative input.
• Inadequate Education: Educational institutions lack experienced professors with a deep understanding of real-world design work, leading to a gap between graduates’ skills and market demands.
• Lack of Creative Problem-Solving: According to an interview with a leading design and advertising unit head, many new-generation designers lack creative problem-solving skills and deep research interests.

Despite these challenges, there are some positive developments in the Lao graphic design landscape:

• Emerging Designers: Talented designers like Kayasith Sirivongsa, They call me King, and Vila Phounvongsa are pushing boundaries and showcasing Lao graphic design’s potential.
• Growing Interest in Design: The public is becoming increasingly interested in design work, leading to more opportunities for designers to exhibit their work.

The Path Forward for Graphic Design in Laos
To establish a strong identity in Laos, graphic designers must:

• Embrace Creativity: Designers must cultivate their ability to think creatively “outside of the box” and solve problems innovatively.
• Engage in Deep Research: Designers should actively research the actuality of the news as well as design trends, marketing and methodologies to stay ahead of the curve.
• Collaborate and Share Knowledge: Designers should collaborate and share knowledge to foster a supportive community and elevate the collective design standard.
• Educate the Public: Designers can educate the public about the importance of design through workshops,exhibitions, and online platforms.

Currently, it is seen that there are more viewers and people interested in design work and society is opening up opportunities, there are opened spaces for designers to exhibit works together with other art sectors like never before, for example Lao Art Week 2023 showcasing Digital Art by four graphic designers, it was organized by The XYZ and my own solo poster design exhibition called NOT ART FOR ART to celebrate the 15th anniversary of i:cat gallery, etc…

In conclusion, graphic design in Laos is at a crossroads. By addressing the challenges and embracing the opportunities, Lao graphic designers can establish their unique identity and contribute to the country’s cultural and economic development.

Vilakone Phachanthavong