In the age of social media, images are no longer encountered in fixed physical spaces but circulate within endless digital flows structured by scrolling. This shift profoundly transforms the conditions of creation and reception of graphic design. This article examines how the logic of the scroll reshapes contemporary visual practices by comparing the historical role of the poster as a communication medium with today’s algorithm-driven platforms.
Through a theoretical analysis drawing on design history and media studies, the research highlights how attention economy, standardization, and performance metrics redefine graphic composition and creative decision-making. While this evolution encourages efficiency and visual uniformity, it also opens new possibilities for motion, interaction, and global circulation.
The article concludes that rather than signaling the decline of graphic design, the scroll marks a reconfiguration of its role, raising critical questions about responsibility, attention, and sustainability in visual culture.