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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...
THANK YOU SO MUCH!
INTERCULTURAL DESIGN RESOURCES
(coming soon!)
http://tinyurl.com/culturedesign
THANKS! (AND ONE LAST BIT OF FUN FOR YOU ALL)
[email protected]://smithaprasadh.com@holasmitha