Implications of Primitive Bali illustration of the visual communication design by Putu Pageh in the global era

The objective of conducting this research was to understand the implications of Primitive Bali illustration of the visual communication design by Putu Pageh in the global era. This study was conducted due to the imbalance between assumptions and reality that occurred in the real life. Supposedly, in this global era, the most-demanded visual communication design by consumers is a modern design work that has global characteristic. However, the reality is different. Although the design of Putu Pageh’s works is not modern, but it seems very attractive to consumers, especially tourists from overseas who come to Bali. The questions are: (1) what is the form of the Primitive Bali illustration by Putu Pageh? (2) what are the implications of the works of Putu Pageh on tourism and Balinese culture in this global era? This study applied the qualitative method. The data sources of the study were the forms of Primitive Bali illustration toward the visual communication design by Putu Pageh and the related parties and findings of similar studies that were obtained previously. All data, which were obtained through observations, interviews and literature studies were analyzed using aesthetic, deconstruction and knowledge/power relation theories. The findings showed that: (1) Putu Pageh displays Primitive Bali illustrations in the form of Balinese ethnic paintings; for instance, dancers, barong, marine biota and fish that are adopted from the elements of Primitive Balinese culture as seen from the lines, colors and dots he used. Putu Pageh applies many of his designs i.e. food product logos and other tourism industry products on cloth such as T-shirts and rugs, and (2) up to now, Putu Pageh has continued to produce Primitive Bali designs because these have implications for identity formation, increased economy, tourism and preservation of Balinese culture in this global era. Keywords: implications, Primitive Bali illustration, visual communication design, Putu Page