Cross-cultural, Global Design: An Experience For One and All

We’re surrounded by user experiences almost as much as we’re surrounded by water. It is present at every block around the corner, in the physical and digital world alike. There’s one thumb rule that applies to all types of user experiences—cater to the users.

Catering to the users, here, refers to walking the user’s walk, and talking the user’s talk. Conducting accurate user research will help you really know the users. To understand their needs, expectations, and preferences, it is important to also understand where the users are coming from. Be it their behavior or lifestyle choices, several elements, together, play a crucial role in determining the user experience the users truly need. One such element is culture.

Understanding cultural differences

Culture majorly influences the perception of experiences. What is acceptable in one culture may be offensive in another, auspicious for one could be a bad omen for another. But what nuances make cultures so different from one another?

Values and beliefs

Each culture has a core value system of its own. Some of the values are ingrained in individuals right from their childhood, and others acquired by experiencing the world around them, observing influential role models, etc. Together, these experiences shape the value and belief system of individuals which in turn affect their perception of different things. For example, in some cultures, collectivism is more valued than individualism, which can affect how users perceive and interact with social media platforms.

Social norms

Individuals are surrounded by social norms. Frequent everyday interactions in local surroundings can form the base of beliefs and general perceptions towards different things. Such norms and customs go on to influence user behavior. For example, some cultures value honest, open communication, and some find it polite to avoid confrontation. Understanding these norms is essential to design interfaces that are respectful and more appropriate in nature.

Language and communication

The use and interpretation of different languages changes with cultures too. Language, being the powerful tool of communication it is, can also be influenced by cultural differences. Language, in turn, affects the communication styles individuals follow and find more effective. For example, some cultures prefer indirect communication, and some, direct communication.

Cultural considerations in UX design

Together, these cultural nuances form the base of how digital products can be interpreted. In the world of design, some definitive elements of user interface (UI) knowingly or unknowingly affect user experiences. While these elements are neutral to design, their perceptions tend to differ from culture to culture. Here are some common cultural considerations to take into account in order to design a more suitable experience for global users:

Color psychology

Colors hold different meanings and significance across different cultures. They can evoke a variety of emotions and responses from users. While designing for a global audience, it is important to consider the cultural significance the colors hold. For example, in the western cultures, red is associated with danger, violence, and passion. Whereas in Chinese culture, red is considered auspicious, lucky, and is commonly used in celebrations.

Typography

Like colors, types can convey a range of cultural messages. Certain fonts may even be associated with specific time periods or cultures. You can choose fonts based on the message you want to convey, or the brand positioning you want to establish. For example, frequently used in traditional Western typography, Serif fonts are known to convey a sense of elegance and sophistication. While Sans-serif fonts, predominantly used in modern design, are perceived as clean, contemporary, and simple.

Imagery and icons

Powerful tools of communication, the use of imagery and icons can be majorly influenced by cultural factors. Images and icons that are culturally significant can create a sense of connection with the user, and if not used appropriately, go sideways and stand a high chance of causing offense. For example, stereotypical images could be harmful, much like certain hand gestures which can hold different contexts in cultures.

Layout and design

As simple as it seems, even the layout and design can be influenced by cultural preferences. While most western cultures read texts from left to right, some Asian cultures read texts from right to left. Information hierarchy may also differ, where some cultures may prioritize the most important information at the top, while others may prefer a more linear approach.

Designing global experiences

In light of these many differences, designing an inclusive, global experience becomes a challenge. However, in the increasingly accessible digital world, businesses aim to curate an experience that resonates with users across continents and cultures, to cater to a larger audience beyond borders. Cultural adaptation and localization play a significant role in ensuring that UX designs are culturally relevant and sensitive, even in different markets.

Effective translation

Translation is key when creating a global experience that resonates with different cultures. It is, thus, important to go beyond literal translation and consider cultural context as well. A word-for-word translation may not necessarily convey the intended meaning or evoke desired emotions, however, tweaking them with an understanding of the cultural context would ensure that the content is culturally appropriate and relatable.

Cultural localization

Localization strategies are more than just translating content from one language to another. It requires a deep understanding of cultural values, preferences, and nuances. Thorough cultural research needs to be conducted to understand the culture in and out, which includes language, social norms, customs, and preferences. Content, including text, imagery and icons, should be culturally relevant and appropriate with the target culture. Even local conventions like date formats, measurement units, and time zones, can be given extra attention too. And to validate the entire process, conducting usability testing with the users from the target culture will provide the right feedback and direction to take forward.

Cultural sensitivity

Paramount in UX design, cultural sensitivity involves understanding, acknowledging, and respecting the beliefs and customs of different cultures. It becomes extremely important to avoid stereotypes or cause any offense to the users. No piece of content should alienate the users, and should instead induce resonance and evoke positive emotions. Be mindful of cultural taboos, appropriation, and contexts to maintain a respectful positioning.

Designing inclusive, global experiences may be challenging, but can be equally engaging and successful if designed just right. At the core of such global experiences is consideration, understanding, and acknowledgement of cultures. By engaging with different cultural settings, talking the talk and walking the walk, we can design an experience that truly resonates with the target audience.