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Cultural Effects3:51 with Dan Gorgone
You must ensure that your designs and language resonate well with anyone that reads it. Anticipating cultural differences can help.
You must ensure that your designs and 0:00 language, resonate well with anyone that reads it. 0:02 Anticipating cultural differences can help, but how do you know what to do? 0:06 Well, we can anticipate some of the differences using 0:12 research from a Dutch social psychologist named Geert Hofstede. 0:15 His theory on cultural dimensions states. 0:20 That people living within specific types of cultures can be affected by them. 0:23 And, in turn, it will affect how they make decisions. 0:28 So, how's this relevant to us? 0:32 Well, if you know where in the world your target 0:34 audience lives, you might be able to anticipate what kind 0:36 of design elements or language, they'd react most positively to, 0:39 giving your design a better chance to resonate and succeed. 0:43 Hofsteade identified six cultural differences as part of his theory. 0:48 [SOUND] Individualism versus collectivism. 0:52 Some cultures place higher value on personal and social freedoms, 0:57 while others value loyalty, and being part of a larger group. 1:01 [SOUND] Masculinity versus femininity. 1:06 Some cultures value competitive nature, and believe 1:09 in clear differences between men and women. 1:12 While other cultures value more balanced gender roles and relationships. 1:15 [SOUND] Indulgence versus restraint. 1:21 Some cultures value fun, entertaining 1:23 experiences that offer quick gratification. 1:25 While other cultures, value a more 1:29 measured approach, through structure, and discipline. 1:31 [SOUND] Pragmatic versus normative. 1:35 Some cultures value patience, hard work, and planning for the future. 1:37 While other cultures, value the ability to 1:42 take quick action, and generate immediate results. 1:44 [SOUND] Power distance. 1:48 Some cultures value authority and recognize social 1:50 status, while others value equality and open communication. 1:53 And uncertainty avoidance, some cultures are more apt to follow 1:59 tradition, while others welcome differences, and are not averse to change. 2:03 Now research has shown that certain countries and geographic regions. 2:09 May fall into one of the categories mentioned. 2:13 And if so, it may affect how members of 2:16 that country, or region, perceive things like the offers 2:19 on your site, the features you provide, or the 2:22 products, and how you market them through images and language. 2:26 For example, this data from the Hofstede Centre shows 2:31 that the United States scores very high for individualism. 2:34 It's because many of it's citizens believe in equal rights, 2:38 and believe in caring most for themselves and their immediate family. 2:41 Compare these numbers with Japan however, and you'll see some clear differences. 2:46 According to the data, the surveys show a much 2:51 higher score in masculinity as well as uncertainty avoidance. 2:54 That's because Japanese culture greatly values competition, but also 2:59 places great importance on rituals as well as predictability. 3:03 Keep in mind that Hofstede's theory and 3:08 the survey data provide a framework, for understanding 3:10 how certain cultures might perceive different kinds 3:13 of communication, and design is one of those. 3:15 However, it's one of many angles that you should 3:19 consider so it's you know, should not dictate your actions. 3:22 Individual preferences cannot be defined by a cultural survey. 3:26 Proper design requires analysis of existing 3:30 trends and data, such as website analytics. 3:33 As well as an understanding of the needs of your current users or customers. 3:36 Therefore, if you're planning a design for an international audience, 3:40 be prepared to address the differences that might exist between cultures. 3:44 And, your efforts will be rewarded. 3:49
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