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Intercultural DesignSmitha PrasadhFREELANCE DESIGNER • MURASAKI STUDIO, LLC
WEB DESIGN DAY 2015 // 2015 JUN 12
Intercultural communication
how people think and communicate
culture + language +society
how people react to design
EXAMINING THE CULTURE IN INTERCULTURAL DESIGN
HOFSTEDE’S CULTURAL DIMENSIONS: INDIVIDUALISM VS. COLLECTIVISM
| setting a tone:“what will you
accomplish today?”vs.
“our time-tested, traditional methods”
harvard.edu scad.edu
HOFSTEDE’S CULTURAL DIMENSIONS: POWER DISTANCE
symbols of authority
limiting workflows / content by user type
ideo.com deloitte.com
HOFSTEDE’S CULTURAL DIMENSIONS: UNCERTAINTY AVOIDANCE
SPAIN QATAR
cocacola.comFULL INDEX.HTML OF EACH COUNTRY’S SITE
emphasize clarity
warning messages for unconventional
behaviors
HOFSTEDE’S CULTURAL DIMENSIONS: MASCULINITY VS. FEMININITY
MEXICO DENMARKkfc.com
aesthetics:
“in your face”vs.
“in our tummies”
HOFSTEDE’S CULTURAL DIMENSIONS: LONG-TERM VS. SHORT-TERM ORIENTATION
JAPAN
HONG KONG
starbucks.com
form design:
“it’ll be worth it”vs.
“it’ll be over soon”
colors and symbols
devicesbrowsersOSinternet speednon-Roman languages
OTHER CULTURES, OTHER CONSIDERATIONS
technical logistics
DOS AND DON’TS
avoid stereotypes (+/-)don’t take your values/knowledge as defaultbe aware of stereotypes they may have of your culture/group
don’t assume or judge
learn constantlyremember your novice statusfocus on the same,not just the differentwork with local/cultural liaisons
do connect and empathize
Intercultural design, like all design, is all about people.
We’re all in this together.
ABOVE ALL ELSE...
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