Intercultural DesignSmitha PrasadhFREELANCE DESIGNER • MURASAKI STUDIO, LLC

WEB DESIGN DAY 2015 // 2015 JUN 12

Intercultural communication

EXAMINING THE CULTURE IN INTERCULTURAL DESIGN

Intercultural communication

how people think and communicate

culture + language +society

how people react to design

EXAMINING THE CULTURE IN INTERCULTURAL DESIGN

EXAMINING THE CULTURE IN INTERCULTURAL DESIGN

GEERT HOFSTEDE’S CULTURAL DIMENSIONS

HOFSTEDE’S CULTURAL DIMENSIONS: INDIVIDUALISM VS. COLLECTIVISM

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

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

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

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

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...

THANK YOU SO MUCH!

INTERCULTURAL DESIGN RESOURCES

(coming soon!)

http://tinyurl.com/culturedesign

THANKS! (AND ONE LAST BIT OF FUN FOR YOU ALL)

hola@smithaprasadh.comhttp://smithaprasadh.com@holasmitha